Core Insights - The annual Double 11 shopping festival is not only a consumer event but also a marketing battle for attention among platforms and brands [1] - Tmall's strategy involves two phases of advertising: pre-sale and official sale, utilizing creative short videos to convey key messages [1][13] Group 1: Pre-sale Phase - Tmall launched a promotional strategy featuring top influencers like Luo Yonghao, Hu Ke, and Li Jiaqi, who emphasized the "0 yuan deposit" offer [2] - The promotional videos utilized dramatic storytelling and repeated phrases like "I decided this" to clearly communicate the benefits of the pre-sale [2][6] - The campaign included a significant budget of 30 billion yuan in red envelopes to attract consumers [2] Group 2: Official Sale Phase - The official sale featured celebrities such as news queen Sheren Tang and "domineering president" Chen Jingke, who highlighted key promotional messages [4][6] - Promotional offers included a minimum 15% discount on products and additional 10% coupons, enhancing the overall value proposition for consumers [3][4] Group 3: Creative Advertising Strategy - Tmall's advertising utilized a "big character poster" concept, which effectively captured attention and conveyed core benefits in a memorable way [6][11] - The campaign's structure was designed to engage viewers quickly, with a focus on the two critical phases of the shopping event [6][13] - The use of familiar celebrity personas and tailored scenarios allowed for immediate audience connection and information retention [7][10] Group 4: Engagement and Retention - The campaign employed a narrative style reminiscent of web dramas to maintain viewer interest and reduce the risk of ad fatigue [11][13] - Repetition of key phrases like "补补补" (supplement), "折折折" (discount), and "券券券" (coupons) reinforced the promotional messages across different contexts [11][12] - The integration of humor and relatable content helped to create strong memory hooks for consumers [12][13]