TCL: Building a global social ecosystem at Olympic scale
As TCL expanded globally, its social presence remained fragmented.
Different business units (Brand / Electronics / Mobile) and regional markets operated in silos, leading to inconsistent brand expression and limited relevance among younger audiences.
The challenge was to move beyond growth and build a unified system:
▪ Align multiple markets and business lines
▪ Increase relevance with socially native audiences
▪ Balance global consistency with local nuance
▪ Support both always-on growth and large-scale global campaigns
Hylink has partnered with TCL since 2021, evolving into a long-term global collaboration in 2024.
We built an integrated ecosystem across TCL’s Brand, Electronics and Mobile accounts, spanning Facebook, Instagram, X and YouTube.
The focus was on system-building, not one-off campaigns:
▪ A unified global strategy with market-level flexibility
▪ Locally relevant content within a consistent framework
▪ Integrated content, creators, paid media and optimisation
Transforming social into a core global marketing infrastructure.
A scalable global social engine designed for continuous growth and amplification.
Global foundation
▪ Unified content and visual system across all accounts
▪ Globally aligned, locally executed model
▪ Always-on operations with end-to-end delivery
Always-on + campaign integration
We combined daily content with key moments to create a compounding system:
▪ Always-on content builds long-term relevance
▪ UGC, reactive content and creators drive engagement
▪ Campaigns act as amplifiers, not spikes
This model is proven across levels:
▪ Always-on: sustained growth and engagement uplift
▪ Campaign: turning product features into storytelling
▪ e.g. the QLED campaign used an “animal-eye” perspective to visualise colour and detail, delivering 34M+ reach and 98K+ engagement
▪ Cultural content: TCL Art won Silver at the Effie Awards Global Competition 2025
Global & Olympic activation
We supported TCL across major global moments including CES, IFA and sports partnerships with NFL, Arsenal F.C. and FIBA.
As lead overseas agency for Milano-Cortina 2026:
▪ Full-cycle Olympic strategy
▪ Milan Cathedral landmark activation
▪ 200+ assets with rapid “golden 3-hour” publishing
▪ Collaboration with IOC and official channels
▪ Athlete storytelling with Eileen Gu and Team TCL
2025 Performance
197M+ reach
280K+ engagement
Campaigns
QLED: 34M+ reach | 98K+ engagement
#TCLHalloweek: 4.7M reach | 627K engagement
What it means
TCL has moved from fragmented execution to a unified, scalable global ecosystem.
● A consistent yet flexible global identity
● An always-on engine driving sustained growth
● The capability to deliver Olympic-scale campaigns
● A model proven from daily operations to award-winning work
Social is now a core driver of TCL’s global growth.
