Taobao Case
Taobao Mall
Challenge:
With C2C sister Taobao.com,B2C Taobao Mall is low awareness and confusion between the two. Taobao Mall turnover is only 1/16 of Taobao.com
Solution:
Shopping for major brands online begins with Taobao Mall. An integrated campaign to announce the beginning of a New Era in shopping. From now on, no one will go to the malls. People will shop online.
Results:
Brand campaign attracted high interest and traffic with clear distinction between B2C and C2C. Followed by single day discount promotion on 11-11-2010 attracting 10+ times of traffic and sales netting US$130,000,000 single day sale.
