How Huiren Pharmaceutical refreshed a classic slogan with a Mid-Autumn film on Douyin
Huiren Pharmaceutical used a Mid-Autumn theme film and 23 creator videos to reframe “他好我也好” (He’s well, and so am I) as “家人好我也好” (When my family is well, I am too), extending its brand story from product recognition to family health and care.
Turn the moon into a metaphor for family members supporting one another
Running from September 15 to 20, 2024, the campaign centered on the brand theme film “盲人看月亮” (A Blind Man Looks at the Moon), built around a blind singer and ordinary families. The moon linked the Mid-Autumn setting with the idea that relatives illuminate and support one another, giving the familiar slogan a broader family meaning. All 23 creators published one video each, using family dramas, emotional commentary, family-life vlogs and film explainers to carry the same imagery and themes of companionship, nostalgia, growth and healing.
The work addressed urban audiences interested in family relationships and reunion, including urban professional women and festival gift buyers. Every creator placement was commissioned through Xingtu. This was a brand-awareness activation rather than a sales push: there were no discounts, gifts, urgency devices or offline activation, and no direct conversion mechanism.
- Objective
- Brand Awareness
- Occasion
- Mid-Autumn
- Funnel
- Awareness
- Messaging
- Family Warmth · Nostalgia · Personal Growth · Healing and Relaxation
- Scenes
- Festival Scene · Daily Life at Home · Couple Scenario
- Formats
- Family Drama · Character Roleplay · Comedy Skit
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Festival Scene | 5.7%1 in 18 |
| Nostalgia | 6.4%1 in 16 |
| Healing and Relaxation | 9.5%1 in 11 |
| Personal Growth | 16%1 in 6 |
Share of the 422 Douyin Wellness campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A head-heavy pyramid of 23 entertainment, comedy-drama and relationship creators
287K–62.4M
23 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Balanced
The first step to copy
- 1
Start with a reunion occasion and one human story
Build the brand film around a real person, then give a familiar slogan a wider family meaning. Use one simple image, such as the moon, to connect the occasion, the protagonist and the stories of ordinary households.
- 2+
More steps in the full teardown
creator casting, recurring imagery and a brand-only content brief
The full teardown adds
- Reads and engagement for all 23 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 19,826 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Dong'e Ejiao used Douyin drama and vlogs to seed 东阿阿胶速溶粉 (Dong'e Ejiao Instant Powder)Douyin · Wellness | Feb 15, 2025 | 14 |
| How SKG turned New Year gifting into family dramas on DouyinDouyin · Wellness | Dec 27, 2024 | 20 |
| How Xiaoxiandun used a provenance standard to seed fresh stewed bird’s nest on DouyinDouyin · Wellness | May 20, 2024 | 18 |
| How Life-Space launched a probiotic on Douyin with a workout and 25 creator videosDouyin · Wellness | Mar 6, 2024 | 25 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 汇仁药业. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction