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 Single's 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. Built and coordinated production files with a flow deck from agency to vendor.
Results
In 2019, the brand day content was selected as Best of the Year by TMall.
Photos and videos of events were not shot or edited by Arianna.