How 金茉 (Jinmo) seeded its beauty device on Douyin through a princess-themed gifting story
From 24 to 30 January 2024, 金茉 (Jinmo) ran a concentrated Douyin campaign for 金茉美容仪 (Jinmo beauty device). Twenty-one creators posted one video each, using the “公主请签收” (Princess, please accept your delivery) meme and couple gifting plots to place a home radio-frequency device in a romantic ritual.
Turn a beauty device into a princess gift
The campaign used “公主请签收” (Princess, please accept your delivery), drawn from an internet meme, as its shared theme and hashtag. A knight-and-princess role-play framed 金茉美容仪 (Jinmo beauty device) as a gift from a man to his partner, with couple scenes leading into at-home use. Videos combined romantic plots, lifestyle vlogs, poll-style tests and meme interaction with hands-on demonstrations and before-and-after comparisons. Product talk centred on a same-device association with a European princess, 瑞士莱蒙技术 (Swiss Leman technology), 侧边立体电极片 (three-dimensional side electrode pads) and an immediate lifting and firming effect.
The audience was young urban women seeking romance and a sense of occasion, alongside men looking for a visually appealing gift for a partner. No price promotion or gift mechanism was stated, and there was no clear conversion call to action or urgency device: the activity was built for awareness and product seeding.
- Objective
- Product Seeding
- Occasion
- No Specific Peg
- Funnel
- Awareness
- Messaging
- Love and Romance · Hands-on Testing · Ingredient and Tech · Before and After
- Scenes
- Couple Scenario · Gifting Scenario · Daily Life at Home
- Formats
- Character Roleplay · Vlog Narrative
- Activation
- Votes and Quizzes · Meme Play
- Trust
- Celebrity Same-item
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Votes and Quizzes | 1.8%1 in 56 |
| Meme Play | 7.1%1 in 14 |
| Vlog Narrative | 11%1 in 9 |
| Internet Meme | 13%1 in 8 |
| Before and After | 18%1 in 6 |
| Celebrity Same-item | 20%1 in 5 |
Share of the 56 Douyin Looks campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A top-heavy pyramid of twenty-one creators, led by entertainment and romance accounts
107K–6.09M
21 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Balanced
The first step to copy
- 1
Start with a meme audiences already recognise
Choose a current, widely understood meme and use it as the recurring topic and hashtag. Then turn its language into the story premise, so the gifting set-up is clear before the product demonstration begins.
- 2+
More steps in the full teardown
couple-led gifting scripts, tiered casting and standardised product claims
The full teardown adds
- Reads and engagement for all 21 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 30,715 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Ulike used drama creators to seed its Air4 hair removal device on DouyinDouyin · Looks | Jul 11, 2025 | 18 |
| How Haichang used artist-designed contact lenses and couple dramas for a Douyin launchDouyin · Looks | Sep 11, 2024 | 15 |
| How 背背佳 (Babaka) used eleven Douyin creators to recast a posture corrector as a style pieceDouyin · Looks | Jul 26, 2024 | 11 |
| How Dyson introduced 戴森多功能美发棒 (Dyson multi-function hair styler) on Douyin through ten creator tutorialsDouyin · Looks | Mar 5, 2024 | 10 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 金茉. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction