Campaign archive
Campaign teardown · Douyin · Gaming · Dec 2025

How Genshin Impact built a mid-tier Douyin matrix around fan-made character stories

Genshin Impact used the “和我一起玩原神吧” (come play Genshin Impact with me) call for fan works to organise 86 videos from 17 mid-tier creators on Douyin, pairing character-led stories with version and event hashtags to support long-running IP awareness.

Illustration: 原神 explores fans filling the spaces between a shared story with emotional connection.
Illustration · unrandom
Creators17Mid-tier Matrix Drove It
Posts86Video-led · 100% video
PeriodDec 3, 2025 – Apr 19, 2026No Specific Peg
Comments23,923On the campaign's posts
The idea

Use fan-made stories to deepen players’ emotional ties to characters

The campaign centred on “和我一起玩原神吧” (come play Genshin Impact with me), with “原神空月之歌” (Genshin Impact: Song of the Welkin Moon) and “原神挪德卡莱” (Genshin Impact: Nod-Krai) adding version and activity context. Seventeen mid-tier creators produced 86 videos, using fan animation, cosplay, character roleplay, comedy skits, tutorials and handmade pieces. Stories focused on everyday interactions and emotional bonds between characters, expanding beyond the game’s existing narrative rather than repeating product messages.

It spoke to younger Genshin Impact players with a strong interest in character backgrounds and fan creation. Running from December 2025 to April 2026 as a sustained drip, the activity had no discount, urgency device, offline component or direct conversion mechanism; its awareness model relied on topic participation and community sharing.

At a glance
Objective
Brand Awareness
Occasion
No Specific Peg
Funnel
Awareness
Messaging
Design and Aesthetics
Formats
Comedy Skit · Character Roleplay · Tutorial
Discount
No Discount, Pure Brand Push
Against 658 Douyin Gaming campaigns

What set it apart

ChoiceShare of campaigns
Distinctive
Tutorial11%1 in 9

Share of the 658 Douyin Gaming campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.

Casting

A male-leaning mid-tier matrix spanning game roleplay, analysis and crafts

Follower range

129K–730K

17 creators with a public follower count

Casting

Mid-tier Matrix Only

Mid Dominant

Lean

Male Dominant

Playbook

The first step to copy

  1. 1
    Build a core hashtag with version and event branches

    Start with one broad participation hashtag, then attach version and event sub-hashtags such as “原神空月之歌” (Genshin Impact: Song of the Welkin Moon), “原神挪德卡莱” (Genshin Impact: Nod-Krai) and “原神海灯节” (Genshin Impact: Lantern Rite). Give each a clear role so creators can vary character stories while the campaign remains easy to follow.

  2. 2+
    More steps in the full teardown

    mid-tier casting, character-led scenes and community participation

In unrandom

The full teardown adds

  • Reads and engagement for all 86 posts, ranked against similar creators
  • Estimated spend and cost per read
  • The breakout post, and why it led
  • What 23,923 comments asked for most
  • The rest of the playbook
  • Casting risks and smart moves
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A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 原神. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction