P&G Tmall Global and Tmall Global New Creative Marketing Campaign In China
P&G Tmall Global Flagship Store and Tmall Global latest campaign involves the public via its Missing Person Notices in six major commercial areas in Beijing and Shanghai.
By scanning a certain QR code, the public was invited to address three big creative challenges. This campaign had drew immediate widespread attention from consumers. There were over 10,000 participants in just one and a half hours after the notices were posted. The participating consumers was offered incredible ideas.
The two partners revealed the solutions for these challenges via live stream on the Tmall platform shortly after the launch. The solutions were three products from the P&G Tmall Global Flagship Store including the BOLD Platinum Clean Laundry Liquid, JOY Compact Dishwashing Liquid and Always Infinity Flex Foam Pads.
The popularity of this campaign can be attributed to interesting topics such as cleaning the CCTV Headquarters and draining the Huangpu River, which in turn aroused consumers curiosity. Moreover, live streaming and an HTML5 based interactive game added to the fun of this campaign. This initiative had certainly bought P&G closer to its consumers while improving their experiences.
“Given rapidly changing consumer habits, Tmall Global has initiated a series of campaigns with many partners for new retail services globally,” said Liu Peng, General Manager of Tmall Global. “Our target is to serve over one hundred million consumers of the rising middle class who love to purchase foreign products online. And we are dedicated to supporting large fast moving consumer goods companies to pave the way for them to promote new brands and products. With Alibaba powerful ecosystem Tmall Global is conducting precise marketing and integrating online and offline systems to not only continue our support for major brands but also accelerate cooperation with new ones.”