How Feihe used a variety-show moment and fifteen Douyin creators to build awareness

From 1 to 22 August 2024, Feihe used “聪明的答案” (The Smart Answer) as the organising theme for Xingtu-commissioned videos. The narrative followed a popular variety-show child’s Paris study trip, framing “好奇宝宝变聪明宝宝” (Curious babies become smart babies) as a growth story. Spoken scripts tied that curiosity to 飞鹤奶粉 (Feihe milk powder), then carried the product message “全球百分之零点一珍稀奶源” (A rare milk source accounting for just 0.1% worldwide). Domestic smart-ranch equipment added a national-pride strand, while “一起探秘珍稀奶源” (Explore rare milk sources together) and “珍稀奶源在飞鹤” (Rare milk sources are at Feihe) extended the topic matrix.

The campaign addressed young female followers of the variety-show IP, new mothers, gift buyers and prospective parents, using warm parent-child storytelling and an aspiration for children’s development. It was awareness-only brand communication: no discount, urgency device, defined offer or offline activation.