CLINIQUE X TMALL

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Conceptualization: 50%

Implementation: 50%

CLINIQUE X TMALL - GLOBAL SHOPPING FESTIVAL

Client: Clinique
Industry: Beauty, Retail
Type: Content Creation & Strategy
Location: New York

KPI: Drive awareness of Clinique in the Asian markets for 11:11 Chinese Singles Day

Results: Awarded Best 11:11 Content of the Year

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CHALLENGES AND STRATEGY

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 promotion (11:11) on TMall, the Chinese Mega-retailer. 

 

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 the iconic landmarks with the sound of current pop culture across Chinese social platforms.

 

Creating a live special effects moment that brought to physical reality the benefits of the orange and purple colored products, the rooftop mega logo shone through the Manhattan skyline.