How Didi used stand-up life stories and shareable half-price rides on Douyin

Didi linked “想咋滴就咋滴” (Do whatever you feel like, a play on the di in Didi) to the brand proposition “去往每一种生活” (Toward every kind of life) across 13 videos from seven creators, released steadily from 27 July to 8 September 2025. Performers from a hit stand-up comedy variety show and emotional-drama creators used comedy skits, role-play and plot twists to tell stories about personal growth, family background and living on one's own terms. Travel scenes placed 滴滴出行 (Didi’s ride-hailing app) beside the decision to set off, while pet creators extended the same idea to 宠物出行 (pet travel); the content also mentioned Chinese-language ride-hailing overseas.

The primary audience was urban young women who follow stand-up and emotional drama, with Gen Z students also in scope: independent-minded viewers who care about value and are willing to spend on pets and quality of life. The offer was “打一次滴滴得2张5折券” (Take one Didi ride and get two 50%-off coupons): one for the rider and one to give away. Spoken prompts asked viewers to search for the half-price Didi task at their destination, while a topic matrix combined the brand slogan, variety IP and offer.