Campaign Overview :
- The Kohler cleaning spray gun, as a new product, needed to communicate its selling points to the target consumers through an appropriate platform, integrating with the 618 Shopping Festival for sales conversion.
Strategic Approach :
- TSelected the Douyin platform with high traffic, daily active users, and nearly half male demographic for marketing the Kohler spray gun through a targeted KOL+KOC approach to drive traffic to Kohler’s e-commerce platforms.
- Categorized target demographics based on interest in household chores, efficiency, and life quality enhancement, partnering with influencers in smart home, organization, pets, and quality product recommendations to produce creative promotional videos from various angles.
- Included product links in each video for direct conversion to the Tmall platform and provided guidance for content and media strategy on Tmall to capture the traffic.
Impactful Outcomes :
- High-quality promotional videos aligned with the brand’s tone achieved a total of 13.27 million views and 265,000 interactions.
- Significantly boosted sales during the 618 festival period.
