How Camel seeded rainwear as everyday fashion with ten creators on Douyin

Camel used 初秋换季户外出行 (early-autumn seasonal outdoor outings) as the seasonal hook and built the campaign around “冲锋衣就是雨天的天选铠甲” (A Shell Jacket Is the Chosen Armor for Rainy Days). The 骆驼冲锋衣 (Camel Shell Jacket) and 骆驼雨舞者 (Camel Rain Dancer) were framed not only as outdoor gear, but as commuter and mountain-style fashion. Outfit tutorials and hiking and travel vlogs demonstrated wind, rain and stain resistance, while a removable fleece liner supported the one-jacket, multiple-looks message. Everyday tests included hotpot oil splashes and staying dry on an e-bike.

The campaign spoke to young urban women, including office workers and Gen Z students, who wanted relaxed outdoor styling, practical performance and value across commuting and trips. It was pure product seeding: no discount, urgency device or hard sales CTA, and no offline activation. The product set also included 骆驼羽绒服 (Camel Down Jacket).