How FANCL built an all-video Douyin seeding campaign for 38女王节 (3.8 Queens’ Day)

Under the theme "高效粒量宠爱由妳" (a tablet-themed pun meaning Efficient Power, Pampering Is Up to You), FANCL presented its women’s nutrition packs as "随身充电站" (portable charging stations) for women over 30 managing careers and family life. Videos moved from familiar concerns such as low energy, dull-looking skin and frequent takeaway meals to a simple pack-based routine. Product explanations centred on "分龄定制" (age-specific customisation), an additive-free approach and "体内效率技术" (In-Body Efficiency Technology), covering FANCL女性综合营养包 (FANCL Women’s Comprehensive Nutrition Pack), FANCL30代女性综合营养包 (FANCL Comprehensive Nutrition Pack for Women in Their 30s) and 40代女性综合营养包 (Comprehensive Nutrition Pack for Women in Their 40s). Friend-style recommendations and Vlog storytelling kept the science accessible.

The audience was urban women over 30, including working mothers and new mothers interested in convenient inner beauty and nutrition. The 38女王节 (3.8 Queens’ Day) tie-in framed the packs as gifts for mothers or for oneself, supported by festival full-reduction discounts and add-on-order promotions. Calls to action directed viewers to search for the store or product showcase, with comment-section interaction supporting that route.