How 疯狂小狗 (Crazy Puppy) built a dog-food seeding campaign on Douyin with ten comedy creators

From 5 August to 11 September 2024, the brand booked ten creators through Douyin’s Xingtu marketplace for ten videos, promoting 疯狂小狗鸡肉益生元夹心粮 (Crazy Puppy Chicken and Prebiotic Filled Dog Food) and 椰子鸡夹心狗粮 (Coconut Chicken Filled Dog Food). Meat-filled centers, multiple freeze-dried inclusions and dual prebiotics became short spoken lines inside family in-law conflict, jealous-couple scenes and one-performer multi-role sketches. The “人不如狗” (People Aren't Living as Well as Dogs) contrast supplied the comic hook, while a third-party review recommendation and a traceability code linking to an inspection report provided a standard trust close.

The campaign addressed urban young women interested in family and pet routines, alongside price-sensitive shoppers open to trends. It assumed basic concern about pet-food safety rather than specialist ingredient knowledge, and used third-party review backing as reassurance. There was no price, discount or gift mechanic and no explicit conversion ask; the summer-limited product supplied the seasonal hook while the content stayed focused on consideration.