Chinese Douyin Lead Promotion Case: Daily Orders Increased by 120% Month-on-Month

Case Study: How Woodpecker Home Maintenance Mastered Douyin Advertising for Growth

Background

Woodpecker Home Maintenance (“Woodpecker”) is a leading home appliance repair and cleaning service provider in China, operating in over 2,200 cities with a direct team of 100,000+ engineers. Historically, Woodpecker relied heavily on traditional advertising channels like elevators, residential buildings, and high-speed rail. However, facing rising customer acquisition costs, intensified competition, and declining conversion rates, Woodpecker needed to innovate its marketing strategy to find new growth avenues.

Embracing Digital Transformation

To break through these marketing bottlenecks, Woodpecker partnered with Giant Ocean's Local Push platform, leveraging its [Lead Generation] advertising capability to shift from traditional methods to data-driven digital marketing. This strategic move towards sophisticated Douyin Advertising involved deep optimization and innovation while retaining core aspects of their existing lead conversion model.

A Multi-Dimensional Upgrade Strategy

Woodpecker implemented a comprehensive upgrade strategy in collaboration with Giant Ocean's Local Push, utilizing multi-POI (Point of Interest) + multi-SKU (Stock Keeping Unit) tactics under a unified brand visual system. This approach allowed each service location to showcase over 10 SKUs, diversifying offerings and strengthening brand consistency. This significantly enhanced brand recognition. Furthermore, by linking over 1,100 stores and employing a matrix of official and tradesperson accounts (“Zhiren Hao”), Woodpecker precisely targeted high-intent potential customers. This strategic Chinese social media marketing approach expanded brand influence, catered to diverse user needs through specialized accounts, and built greater trust and follower loyalty.

Detailed Advertising Strategy & Execution

1. Testing Phase: Foundational Setup & Initial Breakthrough

During testing, Woodpecker established essential operational foundations and achieved initial success with Giant Ocean's Local Push. They unlocked new traffic channels, refined their lead acquisition funnel, and enhanced campaign scalability. A combined strategy using short-video feeds, live streams, and Douyin search ads helped reach broader, relevant audiences beyond their core demographic. Building out their tradesperson accounts helped overcome initial platform restrictions related to operational and trust scores, achieving scores above 60. Automated responses and chatbots were implemented to efficiently handle increased pre- and post-sale inquiries, saving manpower and improving user experience.

2. Stabilization Phase: Scaling Volume & Migrating Traffic

In the stabilization phase, Woodpecker achieved consistent lead generation volume and successfully migrated traffic towards their digital assets. The expanded account matrix cultivated stronger brand perception. They identified high-performing videos and leveraged shopping features to further improve their operational score. The multi-POI + multi-SKU + unified branding strategy boosted consumer trust, driving operational and trust scores higher and enabling them to consistently meet a daily advertising spend target of ¥200,000.

3. Scaling Phase: Accumulation & Breakthrough

During the Launch period, Woodpecker focused on enhancing both the quantity and quality of video content, using competition among tradesperson accounts to identify top performers. They flexibly adjusted creative direction for targeted breakthroughs, capitalizing on key nodes for explosive growth. This effort culminated in exceeding peak daily spend targets of ¥400,000. Ultimately, their Douyin marketing strategy, powered by Giant Ocean's Local Push lead generation, resulted in a remarkable 5x increase in quality leads. The front-end lead validity rate reached an impressive 92%, with a conversion-to-deal rate of 60%, starkly demonstrating the value and effectiveness of the platform.

Results & Summary

In the highly competitive convenience services market, Woodpecker’s innovative approach and successful partnership with Giant Ocean's Local Push exemplify the power of strategic Douyin Ads. By leveraging precise targeting, high conversion efficiency, and continuous data-driven optimization, Woodpecker achieved rapid business growth and breakthrough. This case highlights how a tailored China online advertising strategy can overcome the limitations of traditional advertising, proving the immense potential of platforms like Douyin for customer acquisition. For any business looking to navigate this complex landscape, partnering with an experienced China advertising agency is often crucial to success.