Within the brand marketing calendar, local lifestyle campaigns employed diverse creative strategies and a wide range of storytelling approaches to drive promotions.
During the COVID-19 pandemic, industry challenges further accelerated digital transformation. The series “Pandemic Us: Stories of Everyday Efforts” used storytelling to highlight small yet meaningful moments between merchants and users on the platform, conveying brand responsibility and care.
During the Lunar New Year festival, we launched a campaign that blended food culture with astrology-inspired luck narratives, generating strong social buzz. The “Food Fortune” H5 page achieved over 3 million shares, garnered 13.4 million impressions, and increased marketing product conversion by 37%.