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CLINIQUE x TMALL

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Conceptualization:

50%

Implementation:

50%

House of Suntory Tour -
Miami Swim Week

Clinique x Tmall

Client:

Clinique x Tmall

Industry:

Beauty

Type:

Digital

Location:

New York

KPI:

In 2019, Clinique’s x TMall brand-day content was selected as the best of the year by the mega-retailer.

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CHALLENGES

GRADIENT was tasked with creating quintessentially New York City content, where the Clinique’s products could shine next to New York landmarks, for the important Singles Day promotions on TMall, the Chinese Mega-retailer.

STRATEGY

To set an accurate tone for our Chinese millennial and Gen Z audience, GRADIENT researched popular Douyin (Chinese TikTok) hashtag challenges to identify popular songs for use, tying together the iconic landmarks with the sound of current pop culture across Chinese social platforms.

Creating a uniquely “New York” moment with branded taxi-boats, GRADIENT captured content for both the professional TMall ad, as well as behind the scenes content for Clinique’s own social channels.