How to promote and drive traffic to a store on Chinese Douyin?

A beauty and hair salon brand leveraged large-scale local promotion on Douyin, beginning with a thorough review of past ad campaigns. By focusing on user needs, the brand produced high-impact short video content combined with promotional offers and discounted products. This strategy aimed to attract and nurture potential customers, expand its follower base, and increase brand exposure.

The campaign was strategically divided into different phases according to the national holiday period, enabling scientific allocation of Douyin Ads for optimal local reach.

Supported by Douyin platform events and localized traffic, the strategy successfully drove online group purchase sales and increased offline foot traffic, achieving growth across both channels. Store visits increased by 139% month-over-month, and the number of local stores expanded from 8 to 9. The brand consistently ranked #1 on Douyin’s local hair salon popularity and review charts, strengthening its position and reputation in the local market.

Optimized Content + Limited-Time Offers to Drive Conversion

In a competitive local beauty and hair salon market, attracting customers efficiently and cost-effectively is a major challenge. To better reach its target audience, the brand analyzed previous advertising efforts, refined underperforming plans, and eliminated wasted spend—laying a foundation for sustainable growth and stronger brand equity.

From the consumer’s perspective, the brand optimized its creative materials based on user preferences, producing a variety of video formats including comedy skits, trending topics, in-store ambiance showcases, and promotional clips. These engaged users and influenced consumer behavior. Videos with lower conversion rates were promptly adjusted in terms of messaging and sales points to improve effectiveness.

To boost online sales, the brand launched a group buying offer—【Hot-Style Perm, Color, Straighten: Choose 1 of 3】—encouraging potential customers to purchase proactively. During the National Day holiday, continuous promotion of this offer greatly increased visibility and foot traffic. Within 30 days, total store visits reached 3,098, with 2,661 visitors attributed to advertising. This resulted in a 251% month-over-month increase in GMV and a 219% increase in ad spend.

Large-Scale Local Douyin Advertising for Long-Term Growth

Peak Sales Period: Store Views + Exposure & Product Purchases + Combined Promotion

Early creative optimizations laid a solid foundation for holiday sales, capturing the interest of potential customers. During high-demand holiday periods, the brand deployed large-scale local Douyin marketing products tailored to market needs, further increasing regional visibility.

A continuous 14-day pre-holiday ad flight with ample video content helped maintain engagement and strengthen influence. The brand successfully held the #1 position on Douyin’s local hair salon reviews chart and ranked #4 on the popularity chart, firmly establishing top-of-mind awareness among target users and driving in-store conversion.

At the same time, the brand used large-scale local promotion with 【Short Video - Store View】 ads to target relevant audiences at low cost. It also combined these with the best-performing 【Short Video - Product Purchase】format, attracting interested customers and increasing coupon redemption rates.

Regular Sales Period: Deep Conversion - Deals Package + Selected Videos

In the post-holiday sales period, compared to September, October data showed significantly lower cost per store visit and continuously improving ROI.

To maintain growth momentum, the brand followed guidance for large-scale local promotion, publishing 3-5 selected videos with anchor links and pairing them with a 【Deals Package - 399 RMB for 7 Days】offer. These promoted high-quality videos alongside group buying products under 400 RMB, creating a full funnel from online engagement to offline purchase and redemption—resulting in substantial business growth.

Long-Tail Period: Sustained Store Promotion

Following significant holiday growth, iu Style Salon implemented a 【Sustained Store Promotion】 strategy for long-term operation. By promoting long-term group purchase cards and increasing weekend budget allocation by 100%, the brand smartly managed ad placements while maintaining a high local ranking. This increased search-based conversions and enabled precise, automated customer acquisition. ROI improved from 1.5 to 1.7, and GMV reached 68,000 RMB in the past 30 days.

By leveraging large-scale local Douyin Advertising, iu Style Salon successfully captured holiday market opportunities. Through real-time adjustments of its advertising portfolio, the brand achieved a 58% increase in store visits over 30 days, a 608.92% increase in engagement overflow traffic, a 145% increase in ad-driven store visits, and a 76% increase in ad-influenced customer overflow—delivering breakthrough growth during key promotional periods.