Photoshoot for a promotion campaign

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Overview

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Tmall Russia project for AE had a serious challenge to deliver brand awareness to Russian users. Internal Qualitative user research Indicated that the proposed benefits (products certified in Russia, high-quality brands) are either not clear or not fully trusted.

In order to highlight the advantages of Tmall, I created a consistent style that showing quality products in high fidelity.

As a result, the performance of this campaign has achieved it’s goals. For example, the UV of the Tmall home page increased by 63% from the start point.

The project was cost-efficient in terms of the budget. The company spends fewer resources on creating content for the upcoming promo campaigns.

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Concept, mood board

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The goals:

— create accessible visual style, so users can identify Tmall at AE platform

— create a scalable identity in order to use it for different marketing channels

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I researched and created a few mood boards to highlight the main key points of promotions; seasonal holidays, gift preparation atmosphere, ribbons.

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Preparation for the photoshoot

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1 month to confirm the list of products, contract, studio, photographer.
2 weeks to buy equipment.
18 hours the shoot took.

6 categories and 2 subcategories (Home, Kitchen, Game, Laptop, Phone, Care, Fashion, Children and Mothers) and 3 main themes.

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Process and conclusions

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During the session, we applied different approaches. In the finale, production went only part of the work.

I use to be a part of the production team at Alibaba many times, however, it was the first time when I managed the whole process myself.

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The series of photos I made for Tmall 1 year Anniversary. The products divided by category. The idea is to show the mood of the present preparation for a birthday.

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Result and final pages

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— Creative and quality content for promotion activity.
— The reserve of visual materials for urgent projects.
— Ready-made design themes for sales.
— Product images in high fidelity at Tmall channels.
— The content for social media.

By showing high fidelity visual content Tmall had halved the bounce rate, doubled the unique visitor rate, and doubled the conversion rate which improved the ROI of the promotion campaign by 29%.