Creative Execution

We created the X-Dance, tailor-made for DouYin, included different simple X-shaped choreography moves in a fun and engaging way. A dance music was also created for this purpose. So teens can not only use it as BGM for re-creating their X-Dance choreography but also anytime and anywhere to express themselves on DouYin. We launched the dance video as 30s native ad for 3 months only on DouYin. We also bought 5s standard preview for 1 week to attract users to click and watch the full ad. The connection from awareness to engagement and to purchase was made convenient with a click to purchase button to buy the items that the dancers were wearing in the Lee’s e-commerce store on their mobile easily.

It went viral! Teens from all over China copied the X-Dance, and even improvised to create their own X-Dance moves to upload and share their videos again throughout DouYin. Within 3 days, total impressions of the original X-Dance reached over 22 million on DouYin. With a 15X higher-than-average click-through-rate, this translated to over 4.9 million views and 450,000 likes.   We have also successfully directed the online traffic to Lee’s e-commerce store with a simple click while watching and sharing the dance video. After a month, the fan base for X-Line increased by 83%, and the sales conversion rate increased by 114%. We also achieved an all-time record-high of 378% growth in sales revenue. (Comparing to same period in previous year)

Our target audience was 16 to 23 years old Chinese teens, who spent a lot of time in the digital world. Although they are seldom expressive in the public, we spotted an emerging social trend, with video sharing and social networking morphed into one mobile experience which allows them to express themselves freely. It is such an addictive and potential trend among teens, so we decided to invest our limited media budget on one single media channel: DouYin, China’s Number 1 short-video social network app. 1. Targeted Awareness: 85% of users are under age of 24yrs and it has reached an average of 10 million daily user-base. 2. Engagement potential: UGC is made easier like never before on DouYin, it will enable co-creation of our Lee content. 3. The app allows placement of purchase link that can directly drive traffic to the e-commerce platform.