How Bananain used 18 Douyin creators to seed its 肌底衣 base layers

From 5 September to 1 November 2024, Bananain ran an all-video Douyin push for “蕉内肌底衣” (Bananain base layer), led by the 501+ series and placed entirely through Xingtu. Posts opened with the problem of a base layer looking bulky, then explained “空气锁温” (air-lock warmth), a slimming cut and “7A抑菌” (7A antibacterial protection) through outfit demonstrations. “一衣多穿” (One Top, Multiple Looks) tutorials placed the top in commuting wardrobes, while “高智感穿搭” (intellectual-chic styling) and “Office Siren” tags connected function with a polished office look.

The campaign addressed urban professional women and Gen Z students, with value-sensitive shoppers given a “百元价位” (roughly 100-yuan price range) cue rather than a stated discount. Celebrity same-item references supplied an additional style device. A sustained drip of posts carried the campaign towards Double 11, with closing calls to search the store or product showcase and stock up for the sales period.