Clinique x TMall

Strategy

The team and I created quintessentially New York City content where the Clinique’s products could shine next to New York landmarks for the important Singles Day promotions on Chinese mega-retailer TMall. To set an accurate tone for our Chinese millennial and Gen Z audience, we researched popular hashtag challenges on Douyin (Chinese TikTok) to identify popular songs for use, tying together the iconic landmarks with the sound of current pop culture across Chinese social platforms.

Role

Designed mockups showcasing a “New York” moment with branded water taxis and taxi pedestals for product display. Created and coordinated production files with a flow deck from agency to vendor.

Results

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