On September 19, Douyin Superpin Day and children's fashion brand Barabala jointly launched a collection of old childhood photos, which opened the prelude to the creation of new marketing methods between children's clothing brands and Douyin interested e-commerce companies; September 25, Barabala and Douyin The children's clothing show jointly organized by Super Product Day landed on the Great Wall of Simatai, Beijing, and was simultaneously broadcast live at the official flagship store of Barabara. The children wore the joint models of Barabara and internationally renowned Chinese fashion designers, and walked on the Great Wall with their own style. Own childish attitude.
During the event, the brand's entire network exposure exceeded 980 million, and the single-game self-broadcast GMV of the Barabara official flagship store exceeded 5.02 million. The celebrity master relayed live broadcast. The brand gained more than 510,000 followers and the cumulative number of viewers reached 40 million. Through accurate insights into target groups, high-quality talent content and offline events, Douyin Super Product Day has helped the Balabala brand achieve a double increase in product sales and brand exposure. The two sides jointly convey children's fashion lifestyles and show children's clothing Pioneer technology defines the trend of Chinese children's clothing and leads the awakening of the oriental children's trend.
Event record list
In-depth insight into children's clothing consumption, content collection and gameplay upgrade
With the increasing development of information and channels, children's self-awareness awakens earlier and earlier. TikTok Chaopin Day found that when talking with traditional and powerful parents, children maintain their innocent nature and strong self-assertion. They don’t want to be defined by the adult’s world. Therefore, children should not be set boundaries. Every child has his own "tide" and becomes what he wants to be. Based on this insight, Douyin Superpin Day and Barabara launched a collection of old childhood photos to explore the development trend of children's clothing in different ages, and associate the self-development of children with children's clothing fashion.
Balabala, in conjunction with Douyin Super Product Day, invited cute baby talents Lin Ziye, Yan Xien, and Zhu Qiwei to shoot the theme TVC, interpreting the development of children's fashion in the way of "reappearing the old", and replaying the trend of children's clothing from the 1980s to the present. , To elicit thinking about "what is'tide'", trigger nostalgia, stimulate emotional resonance, and enhance the audience's favorability of the brand.
At the same time, Douyin Superpin Day also co-sponsored the topic of #äººå¹¼ä»”ç©¶æž Evolution# on the Douyin station with the Balabala brand to reproduce the old photo Douyin topic, linking the head master to show the parents or yourself in the form of fun. It looks like, through more emotionally resonant content to stimulate the participation of netizens, and work together to create fashionable children's trends.
In addition, in order to detonate the climax of the event and increase the penetration of the event, Balabala and Douyin Chaopin Day integrated online and offline communication resources to create the Great Wall children's clothing show. Jiang Chao and Jia Haidong appeared at the event in a pleasant surprise, igniting the fiery atmosphere of the show. More than 20 head cute dolls walked to the Great Wall to participate in the fashion show, showing their childish attitude on the pulse of ancient China, leaving behind the image of the childish trend of the new era.
Deep drainage and efficient conversion, synergy and win-win of volume and sales
For clothing brands, if they want to obtain high GMV, on the one hand, they must do a good job of publicity in the live broadcast room, and attract the attention of users through content, celebrities, and preferential benefits; on the other hand, they must do a good job in user drainage, precipitation, and conversion transactions. In this event, the Balabala brand used live broadcast linkage with celebrities such as Zhang Ting, Jiang Chao, Jia Haidong, and used the advantages of the Douyin platform to accurately circle and select advertisements to reach more consumers.
At the same time, offline channels such as the Great Wall show and offline pop-up stores have set up a drainage mechanism for interactive activities in the Douyin station. Through online and offline dual terminals, they can create a convenient and efficient way to promote interaction and promote conversion entrances, enhance audience stickiness, and increase event participation and participation. Conversion efficiency.
It is worth noting that this Douyin Super Product Day is the exclusive debut of many new products of Barabara, including the joint model of Barabara and international Chinese clothing designer JASON WU/ CHENPENG, which is also a catwalk model of cute baby models in the Great Wall show. Not only has a stylish and cool appearance, it is also the first designer model exclusively for Douyin. Users can watch the catwalk in the Douyin live broadcast room and have a more intuitive and comprehensive understanding of the product, which inspires shopping interest, and completes the purchase in the live broadcast room, realizing the synergy and win-win situation of volume sales.
Douyin Super Product Day's new product effect marketing, opening up a new business position for the children's clothing brand
Relying on the influence of the Douyin e-commerce platform, Douyin Chaopin Day integrates the entire process of brand promotion, interaction, drainage, and sales into the entire marketing event, creating an "integrated marketing position for the brand from the perspective of the integration of product and efficiency." ". In this Balabala Tik Tok Super Pin Day event, the Tik Tok Super Pin Day uses the head tuba and the entire network to collect cross-age old photos, create cross-generation TVC, online interactive challenge, and 20 head talents boarded Contents such as the Great Wall detonated social discussions and efficiently reached new consumer groups.
This event uses a marketing matrix of brand live broadcasts and celebrities to help live broadcasts to undertake sales conversion, which runs through the entire channel of users from generating interest to completing transactions. During the event, the popularity of the Balabala brand increased by 728% month-on-month, the brand popularity exploded, and the search volume increased by 134%.
In terms of marketing gameplay, the interest e-commerce model of Douyin e-commerce, on the one hand, can provide better insights into consumer needs based on the platform's own traffic advantages and data capabilities, and create high-quality content that can more touch the emotional resonance of users. , Tap the potential of the brand; on the other hand, it also incorporates consumers into the co-creation system of brand marketing content, transforming the traditional "people looking for goods" into "goods looking for people", which greatly improves the efficiency of brand customer acquisition conversion And brand favorability, effectively maximize the effects of brand voice, sales and user precipitation.
The cooperation between Douyin Superpin Day and Barabala has achieved double harvests in volume and sales, and has created a benchmark marketing case for the interest e-commerce gameplay of children's clothing brands. Douyin Superpin Day may also become a new position in the apparel business online. At the same time, more and more apparel brands are entering Douyin e-commerce, which also means that the marketing ecology of Douyin e-commerce has become more mature. It can open up resources from live broadcast matrix, talent marketing, brand content and other aspects to help brand sales. , To achieve a two-way win-win situation between the brand and the platform, and further consolidate the influence of Douyin e-commerce in the apparel industry.
In fact, Douyin Superpin Day brings not only traffic and sales to the brand, but also leads new consumer trends and trends. In the future, Douyin e-commerce will also use interest as a bridge to explore more marketing models suitable for the apparel industry, so that the right products can find the right people, and consumers can enjoy more exclusive and limited-edition personalities. Pursue a better lifestyle.
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