How 启赋 (Illuma) used Douyin parenting vlogs to seed three products before Double 11

启赋 (Illuma) organised the campaign around “松弛感带娃” (relaxed parenting), presenting feeding as part of daily life rather than a source of anxiety. Vlogs with first-time and second-time mothers, fathers and hospital-bag checklists introduced 启赋水奶 (Illuma ready-to-drink infant formula), 启赋蕴淳 (Illuma Yunchun formula) and 启赋蓝钻 (Illuma Blue Diamond formula). Night feeds, preparing milk outside and delayed first milk set up the product explanation. Spoken demonstrations repeated “两种HMO” (two types of HMOs), “开盖就能喝” (open the cap and drink) and “水乳配比精准” (precise water-to-milk ratio). Buying guides and collection lists added practical detail, while “#千万宝宝喝启赋” (#MillionsOfBabiesDrinkIlluma) unified the posts.

The primary audience was younger first-time and second-time mothers seeking both professional formula and less anxious feeding; the tags also included Gen Z students. Premium positioning came through ingredient education and convenience rather than price. There were no discounts, gifts, urgency devices or offline activation, and most posts had no direct conversion link. Individual posts added shopping-festival topics for Double 11 after the seeding phase.