How Ferrero built a three-festival gifting campaign on Douyin

Under the theme "让此刻如金" (Make This Moment Golden), Ferrero paired 费列罗花语盒 (Ferrero Flower-Language Box) and 费列罗黑金三重奏真心礼盒 (Ferrero Black Gold Trio Heartfelt Gift Box) with an origami tutorial: fold the gold packaging into a "小金人" (little gold figure) or heart and present it alongside the chocolates. Vlogs, role-play and DIY demonstrations placed the craft in long-distance relationships, teacher appreciation and Mid-Autumn family gatherings. The teacher-facing message used "兰心藏感恩，百合寄敬师" ("An orchid heart holds gratitude; lilies convey respect for teachers"), while product narration also described the gift box’s progression through three cocoa intensities.

The campaign addressed urban professional women and gift buyers who prepare for festival occasions. Its offer was festival-packaged 费列罗花语盒 (Ferrero Flower-Language Box) plus the handmade gifting idea, rather than a price incentive. Ferrero used multiple waves across the three occasions and kept the activity at awareness seeding: no discount, no direct conversion CTA and no offline activation.