How Anipop marked ten years on Douyin with comedy, family and couple dramas
Anipop built its tenth-anniversary campaign around twelve creator videos that folded new game modes and a prize draw into everyday stories. The anniversary served as a prompt for player memories and return visits, rather than a scripted ad read.
Make the anniversary a story of companionship, not a hard sell
Under the theme 开心十年之约 (A Ten-Year Promise of Happiness), Anipop commissioned the full slate through Xingtu, using comedy, family-humour, couple and daily-life creators. Voice-acting challenges, bickering couples, family guessing games and a mother-daughter story about short-lived enthusiasms introduced the tenth-anniversary modes 飞花诗令 (Flying Flowers Poetry Game) and 八方来客 (Guests from All Directions). The mix of nostalgia and Tang poetry-inspired play gave each creator a different way to bring the game into an existing narrative.
The campaign primarily addressed women aged 25–35 with memories of playing the game, while also fitting student, family and couple viewing occasions. Clearing stages and collecting items in the new modes offered chances to win a family-trip grand prize and in-game event items. The limited-time activity was mentioned in dialogue, with no discount or direct purchase call to action.
- Objective
- Brand Awareness
- Occasion
- Anniversary
- Funnel
- Retention
- Messaging
- Nostalgia · Love and Romance · Family Warmth · Healing and Relaxation
- Scenes
- Couple Scenario · Family and Parenting · Daily Life at Home
- Formats
- Comedy Skit · Plot-twist Drama · Couple Drama
- Trust
- Word of Mouth
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Family and Parenting | 1.2%1 in 82 |
| Word of Mouth | 3.7%1 in 27 |
| Couple Drama | 3.8%1 in 26 |
| Healing and Relaxation | 4.3%1 in 23 |
| Family Warmth | 7.8%1 in 13 |
| Daily Life at Home | 18%1 in 5 |
Share of the 658 Douyin Gaming campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Head-led comedy casting, with family and couple creators across twelve videos
408K–4.05M
12 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Male Dominant
The first step to copy
- 1
Open with an everyday hook, not the anniversary
Start with a familiar frustration or playful challenge, such as a short-lived hobby, a voice-acting task or a family guessing game. Let the anniversary and new modes enter through character dialogue once the scenario is established, rather than opening with brand information or a feature list.
- 2+
More steps in the full teardown
weaving in new modes, prize-led return visits and head-to-mid-tier casting
The full teardown adds
- Reads and engagement for all 12 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 12,907 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How 遗忘之海 (Sea of Remnants) built a seventeen-creator Douyin campaign around its PC open betaDouyin · Gaming | May 24, 2026 | 17 |
| How 洛克王国世界 (Roco Kingdom: World) built a nostalgia-led Douyin launch with eleven creatorsDouyin · Gaming | Mar 14, 2026 | 11 |
| How Genshin Impact built a mid-tier Douyin matrix around fan-made character storiesDouyin · Gaming | Dec 3, 2025 | 17 |
| How 逆水寒 (Justice) used ten Douyin creators to turn a game anniversary into a social challengeDouyin · Gaming | Jun 27, 2024 | 10 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 开心消消乐. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction