How Changan Automobile turned extreme-cold testing into a Douyin safety story
Changan Automobile used winter tests in Yakeshi to frame vehicle technology as everyday family safety. Eight creators published fourteen video posts in a multi-wave Douyin campaign under “2026长安汽车全球炼车季” (2026 Changan Automobile Global Vehicle-Testing Season).
Make extreme-cold proof the basis of everyday safety
The campaign used extreme-cold testing in Yakeshi as its trust anchor, featuring 深蓝S07 (Deepal S07) and 长安凯程V919 (Changan Kaicheng V919) alongside 天枢智能 (Tianshu Intelligence), distributed electric drive and sodium-battery technology. Technical demonstrations were paired with Changan’s century-long manufacturing history and global footprint. Comedy role-play and lifestyle vlogs brought cabin comfort and range into couple, travel and festive scenes, while a multi-hashtag matrix carried “科技长安智慧伙伴” (Technology Changan, Smart Partner).
The work addressed urban families concerned about winter range and travel safety, with additional appeals to urban professional women and technology early adopters. A New Year intangible cultural heritage market added an offline check-in, while cross-continent vehicle trials with a Winter Olympic champion supplied another authority cue around Spring Festival and the Two Sessions. There was no discount, gift or explicit conversion call to action.
- Objective
- Brand Awareness
- Occasion
- Spring Festival · New Launch
- Funnel
- Consideration
- Messaging
- Ingredient and Tech · Hands-on Testing · Specs and Performance · Pain-point Hook
- Scenes
- Couple Scenario · Travel Scenario · Festival Scene
- Formats
- Character Roleplay · Comedy Skit · Vlog Narrative
- Activation
- Multi-tag Matrix
- Trust
- Brand Heritage
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Festival Scene | 5%1 in 20 |
| Brand Heritage | 5%1 in 20 |
| Pain-point Hook | 12%1 in 8 |
| Vlog Narrative | 15%1 in 7 |
| Seasonal Moment | 16%1 in 6 |
| Multi-tag Matrix | 17%1 in 6 |
Share of the 886 Douyin Auto campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A top-heavy, female-led mix of eight automotive creators
232K–5.08M
8 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Female Dominant
The first step to copy
- 1
Start with an extreme-condition test, then translate the specification
Use a demanding vehicle test as the trust anchor. Have specialist creators explain what each technical parameter means for familiar concerns such as winter range, family travel and cabin safety, rather than leaving the proof as a list of specifications.
- 2+
More steps in the full teardown
creator casting, lifestyle scenes and seasonal amplification
The full teardown adds
- Reads and engagement for all 14 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 5,566 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How WEY launched 魏牌全新高山 (the all-new WEY Gaoshan) on Douyin through 43 creators’ family storiesDouyin · Auto | Apr 12, 2025 | 43 |
| How Voyah seeded its MPV on Douyin through spring family tripsDouyin · Auto | Mar 29, 2024 | 22 |
| How AVATR built a Douyin launch for 阿维塔12 (AVATR 12) around everyday lifeDouyin · Auto | Jan 24, 2024 | 31 |
| How Volvo seeded three luxury models on Douyin around Chinese New YearDouyin · Auto | Jan 9, 2024 | 11 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 长安汽车. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction