The Campaign

TCL’s ‘T’ has the similar pronunciation of ‘picky’ in the Chinese language, so we had the idea of turning the TCL shopping festival into the consumers’ ‘picky’ festival, offering consumers with better product and service qualities, which would guarantee them with a better shopping experience.

Creative Execution

Before the actual festival day, we preheated our event with our ‘picky’ campaign, on several media channels, such as Baidu’s SEM, posts, forums, and social sites such as Weibo. Then with the public having a basic knowledge of what we are going to do, we continued with SNS and more topics on social sites in order to gain more exposure. We also made traffic leads to the e-Commerce site from accurate analysis of consumer purchase behavior from our DSP system, and made a wonderful ending to this campaign by showing off our sales volume report card on e-Commerce portals.

Sales volume reached 600 million yuan, exceeding the original KPI by 100%; Realize consumer awareness of our ‘picky’ campaign, bringing brand awareness and preference higher than ever; Our communication with consumers has been pushed onto the next level, we don’t just care about prices anymore, and we care about the value behind these prices. And as for the whole e-Commerce community, we forced them to realize that there is more than low prices, the quality and services that come with low prices should not be low.

Along with our client TCL, we provided consumers with an integrated Campaign that allows them to participate in the popular 'double eleven' shopping festival which guarantees low prices, but also focus on the quality of product and service. We used multiple online and offline platforms for the campaign.

Our client TCL recognizes that its communications with consumers should not only be from prices, but also lead to a mutual recognition in value. And with a massive amount of brands competing for recognition and sales volume in the ‘double 11’ shopping festival, TCL would like to be creative and have a significance among thousands of other brands. So we made use of our big data base which allows us to have a better look at consumers’ behaviors when doing their annual festival shopping, we realized that even though consumers are purchasing large amount of goods on these days, they are not quite happy with both the quality and service of products provided by brands. So TCL decided to change that.