How DeepSeek became the creative thread in a multi-brand Douyin campaign

The shared frame was “DeepSeek安排我的一天/帮我做决策” (DeepSeek Plans My Day/Helps Me Make Decisions), positioning DeepSeek as a private butler or adviser. Creators showed the tool planning an itinerary or working through an everyday problem, then introduced partner products such as 问小白 (the Wenxiaobai AI assistant), 兰蔻菁纯眼霜 (Lancôme Absolue Eye Cream), 三星S25 (Samsung S25) and 罗技MXBRIO (Logitech MX BRIO). Lifestyle vlogs and science explainers carried the demonstrations, with messaging around free access, full capability and smooth performance. The hashtag “deepseek” connected the Xingtu booking matrix, and all 26 posts were videos.

The content spoke to urban women following AI and technology trends, including students, office workers and new mothers, with gifting and home routines providing recurring settings. Around Valentine’s Day, 38女王节 (the March 8 Queen’s Day shopping festival) and new-product launches, festival gifting offered a bridge to products. This was consideration-stage seeding without a shared discount or unified conversion mechanism; individual partners directed viewers from comments to their shops or livestreams. The plan included no offline activation or urgency device.