Riding on the east wind of short video, DOUYIN is a mobile internet phenomenon. From a short video music community with a cool positioning to a comprehensive short video platform for the public that “records the good life”, the unique style of short video content combined with a decentralized algorithmic distribution mechanism has made Jieyin a new traffic puddle in the eyes of brands. Today we look at three marketing examples from the DOUYIN innovative platform.
BMW
In June 2018, when the new BMW X3 was launched, BMW invited Zhao Youting and Song Jia to co-star in the brand microfilm “Fantastic Dad”, and DOUYIN also became the main venue for this new product marketing and advertising. In addition to creating strong exposure through DOUYIN’s opening screen and premium infomercial space, BMW also entered the DOUYIN brand page and launched 11 short videos within 24 hours to showcase the highlights of the new car’s features in a fun DOUYIN-style short video to attract fans and users.
The BMW X3 is aimed at the young, first-time family elite and successful business people, which fits in with the young user group that makes up a large proportion of DOUYIN. One month after the cooperation, BMW again placed short videos of the microfilm clips on DOUYIN’s information stream, and the two collaborations have accumulated effective user assets for BMW’s DOUYIN Blue V account.
CHANNEL
In July 2018, DOUYIN launched the “Good Life Image” section to convey the concept of good living through the exhibition of branded goodies. The Chanel J12 watch was the first luxury brand goodies to be showcased, and 12 short videos were released over 12 consecutive days, leading users to the brand’s official website through the DOUYIN platform. Each video used elements that DOUYIN users love, from montage, mirroring and other filming techniques, to the online landmark Hao Art Museum, and then paired with DOUYIN’s popular BGM to attract the attention of users.
The short video, which is based on the theme of good living and conveys the idea of good physicality, fully demonstrates the artistic and fashionable nature of the Chanel J12 watch. The presence of luxury goods in the Good Life Gallery has not only gained Chanel a young following on DOUYIN, but is also groundbreaking for DOUYIN in creating commercial IP.
World of Warcraft
In August 2018, when World of Warcraft 8.0: Battle for Azeroth was launched globally, in order to summon old players back and attract new ones to participate, World of Warcraft launched the World of Warcraft Battle PK Challenge #ForHorde and #ForAlliance on DOUYIN, starting from the classic Horde and Alliance camp PK scenario in the game, and with the help of head DOUYIN KOLs, triggering the participation of WOWers in DOUYIN. The game is a classic game that has been in existence for 14 years, and the game is a classic game.
As a classic game that has been around for 14 years, World of Warcraft leverages the low threshold of participation and unique language of the circle to maximise the enthusiasm of users and attract the attention of a large number of new and existing users. DOUYIN’s challenge game is a gamification of the game concept of “World of Warcraft is not just a game, but a sentiment, a group of people’s youth”.
