How Dong'e Ejiao used Douyin drama and vlogs to seed 东阿阿胶速溶粉 (Dong'e Ejiao Instant Powder)

The campaign built on “把自己重新养一遍，做高能量体质的人” (“Nourish yourself all over again and become a high-energy person”), presenting 东阿阿胶速溶粉 (Dong'e Ejiao Instant Powder), also called 东阿阿胶小金条 (Dong'e Ejiao Little Gold Sticks), as convenient nourishment for postpartum recovery, late-night fatigue and everyday low-energy periods. Drama vlogs and daily-life videos wove the product into scenes with close friends, couples, mothers and in-laws. Spoken product points covered the clean ingredient list, the same formula as ejiao blocks, preparation with hot water and no fishy taste. An established brand and a portable stick format did the work of making a traditional tonic easier to adopt.

The audience was urban women aged 25–35 and postpartum mothers interested in self-care but unwilling to simmer a traditional tonic. Hooks such as cold hands and feet and tiredness after late nights led into the product story. Running from 15 February to 8 March 2025, the campaign used the spring wellness and Women’s Day moment, with “养生搭子东阿阿胶” (Dong'e Ejiao, your wellness companion) and “东阿阿胶小金条” (Dong'e Ejiao Little Gold Sticks) providing topic and search entry points. It was pure seeding: no discount, price anchor or promotional mechanism.