How Babycare seeded 皇室Pro (Royal Pro) pull-up pants on Douyin with 26 mid-tier creators

Babycare built the campaign around 创新裸感腰围 (an innovative barely-there waistband) and 悬浮裸感面层 (a suspended, barely-there top layer), supported by 闪吸芯 (Flash-Absorb Core) for high-capacity, fast absorption and dryness. The comfort claim was 穿了像没穿一样 (feels like wearing nothing) and 裸感无勒痕 (barely-there comfort without tight marks); 松绑 (loosening the constraints) turned physical release into a metaphor for easing parenting anxiety. Across a sustained drip of videos, family and couple scenes, daily life, vlogs, comedy sketches and reviews placed the pull-up pants in relaxed parenting routines. Product demonstrations used soft clay to simulate a stomach and make the 勒肉 (waistband digging into the flesh) problem visible.

The core audience was new mothers experiencing parenting anxiety, seeking relaxed childcare, a sense of self, baby comfort and product safety; Gen Z students were also targeted. Distribution paired #Babycare皇室pro (#Babycare Royal Pro) with #拉拉裤怎么选 (#How to Choose Pull-Up Pants). The campaign stayed in seeding mode, with no discount mechanism, urgency device or offline activation, although individual creators mentioned stocking up for Double 11.