How ChaCha used twelve Douyin videos to put nut gifts into Chinese New Year scenes
ChaCha built its 2025 New Year goods festival campaign around gifting problems, celebrity-led storytelling and product proof. Twelve creators used comedy and family narratives to promote nut gift boxes and daily nuts without discounts.
Make the nut gift box the answer to Spring Festival social moments
From 5 to 17 January 2025, ChaCha ran “过年送洽洽快乐带回家” (Give ChaCha for the New Year and Bring Happiness Home) around 洽洽坚果礼 (ChaCha Nut Gift) and 洽洽小黄袋 (ChaCha Little Yellow Bag) daily nuts. All twelve creator posts were videos, placing the products in homecomings, visits to relatives, gifting and even pressure to marry. Family drama, role-play, workplace comedy, skits and lifestyle vlogs carried the message, while a celebrity ambassador anchored awareness. The product story centred on an all-nut recipe, freshness technology from the brand’s own factories, health and nutrition, with certification cues reinforcing trust.
The campaign addressed urban young adults, especially white-collar women and gift buyers, looking for a presentable, healthy and recognisable gift for Spring Festival visits. Festive packaging and value-for-money messaging supported the quality story. There was no stated discount or gift-with-purchase mechanism: the call to action relied on festival gifting relevance and the ambassador to drive store or product-showcase searches, alongside store-direction activation.
- Objective
- Sales Conversion
- Occasion
- New Year Goods Festival · Spring Festival
- Funnel
- Awareness
- Messaging
- Pain-point Hook · Ingredient and Tech · Value for Money · Family Warmth
- Scenes
- Gifting Scenario · Daily Life at Home · Festival Scene
- Formats
- Character Roleplay · Comedy Skit · Workplace / Campus Drama
- Trust
- Celebrity Endorsement · Certifications
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Certifications | 3.7%1 in 27 |
| Celebrity Endorsement | 6.8%1 in 15 |
| Workplace / Campus Drama | 7%1 in 14 |
| Festival Gifting Promo | 9.1%1 in 11 |
| Festival Scene | 14%1 in 7 |
| Value for Money | 17%1 in 6 |
| Pain-point Hook | 18%1 in 6 |
| Gifting Scenario | 19%1 in 5 |
Share of the 1,886 Douyin Food campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A top-heavy, female-leaning mix anchored by entertainment and comedy creators
334K–7.22M
12 creators with a public follower count
Celebrity Anchor Halo
Top Heavy
Female Dominant
The first step to copy
- 1
Start with a gifting problem, then let the plot introduce the product
Build the opening around a recognisable Spring Festival situation: choosing a suitable gift, visiting relatives or deflecting pressure to marry. Use a comic reversal or family exchange to bring in the gift box naturally, rather than opening with a list of product specifications.
- 2+
More steps in the full teardown
casting, product proof, search-led conversion and broad lifestyle reach
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 15,426 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How SATINE used Douyin gifting stories to reposition organic milk across three festivalsDouyin · Food | Aug 23, 2025 | 33 |
| How Budweiser turned a Qixi music collaboration into a limited-merch moment on DouyinDouyin · Food | Aug 21, 2025 | 12 |
| How Ferrero built a three-festival gifting campaign on DouyinDouyin · Food | Aug 16, 2025 | 10 |
| How Dudu made dessert gifting the punchline of a 520 Douyin seeding campaignDouyin · Food | Mar 26, 2025 | 17 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 洽洽. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction