Havaianas revamps storefront on Tmall

Brazilian sandal maker Havaianas has revamped its storefront on Tmall to showcase a more lively vibe on the platform. 

The campaign “Let’s summer!” (來吧夏天!) aims to improve the overall user experience and the look and feel of the store, including localised global campaign creatives and messages to ensure relevance with Chinese consumers. 

“The business strategy was to look at the full customer decision journey, identify areas for improvement, and make optimisations to ensure we are reaching the right consumers with relevant messages and creatives, to ultimately create a seamless user experience from start to finish,” said Danielle Panissa, brand director of APAC and China at Havaianas.

Brandon Tucs, creative director of MediaMonks Shanghai, said, "The challenge is to establish a flip flop culture in China and make people fall in love with the Havaianas brand – it stands for colourful, fun and a lively Brazilian summer spirit, which is core to their brand DNA. The objective is to own the ‘summer lifestyle’ and connect Chinese audiences with it on a deeper level." 

As for the production of this campaign, Kelly Belchere, senior producer of MediaMonks Shanghai, explained, "Staying true to MediaMonks smart production techniques, we took Havaianas global campaign and used a combination of transcreation and localisation, creating locally relevant copy, scripts, and voice, to deliver the right message in Mandarin to the market. We replaced and adapted content to appeal to the right target audience."

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