How can a store promote on Chinese Douyin? What is the promotion effect?

Case Study: Hope Art Education’s Successful Douyin Advertising Campaign

Hope Art Education, a leading brand in children’s art education in China, celebrated its 19th anniversary by launching its first official campaign on Douyin. Leveraging the platform’s local promotion capabilities, the brand executed a multi-format strategy including store visits, short videos, and live broadcasts to drive awareness and customer acquisition.

During the National Day holiday in October, the campaign generated nearly 10,000 leads and surpassed RMB 100,000 in GMV, marking a significant breakthrough in the brand’s growth strategy.

Strategy

Hope Art Education initiated a branded hashtag challenge on Douyin, collaborated with local influencers for school tours, and utilized Douyin search ads to capture user interest effectively. The brand also featured professional hosts for regular product showcases and invited its co-founder for a surprise live session to offer exclusive discounts, strengthening user engagement.

Through precise audience targeting with Douyin Ads, the campaign attracted high-potential viewers and drove conversions.

Execution

Audience Strategy: Refining Brand Positioning for Accurate Targeting

Based on an in-depth analysis of its market presence, the brand focused on six key cities. A limited-time anniversary promotion was launched, offering 200 high-end custom painting tool sets for free. This initiative, combined with Douyin Advertising tools, helped break geographical barriers and reach motivated customers efficiently.

Product Strategy: Optimizing Offerings to Increase Engagement

The brand partnered with local influencers across multiple campuses to publish “school tour” style videos. A trial course priced at RMB 9.9 was introduced to attract target customers. These videos provided an authentic look into the campuses, courses, and limited-time benefits, increasing both engagement and conversion rates.

Live Streaming Strategy

• Branded Hashtag + Challenge to Drive Traffic

The brand created the hashtag #GoodHopeGoodTeacher to build momentum before the live event. Supported by TopView and hashtag page exposure, the campaign encouraged widespread interaction. Along with influencer videos, Douyin search ads were used to capture users who searched after viewing content, rapidly increasing the brand’s visibility on the platform.

• Professional Hosts and Interactive Live Streams

Engaging hosts and the brand’s co-founder interacted with users in a lively live session, offering limited discounts to sustain attention. The broadcast duration was extended to maximize reach. Tools including Mission Flash and FeedsLive were used alongside Douyin Ads to increase live stream traffic and improve conversion rates. Continuous optimization of host delivery and Live stream room setups helped achieve low-cost lead generation while establishing a new model of “online traffic fueling offline enrollment.”

This campaign successfully helped Hope Art Education achieve a breakthrough from 0 to 1 in online customer acquisition.