How MARUBI seeded its collagen serum on Douyin through family life

The campaign placed the single-dose anti-ageing serum in family-life vlogs, couple dramas and comic everyday videos rather than making ingredient education the main format. Childcare, outings, family dinners, gifting and work-life turning points supplied the settings, while seasonal sensitivity and a tired, lined face after late nights introduced the need. Spoken scripts consistently linked 重组双胶原 (recombinant dual collagen), 抗老修护二合一 (two-in-one anti-ageing and repair) and the brand's role as 重组胶原蛋白行业标准制定者 (an industry-standard setter for recombinant collagen), with efficacy claims on the packaging supporting the trust message.

The audience was urban women aged 25–40, especially office workers and new mothers managing early-ageing concerns, sensitive seasonal skin and late nights. The positioning offered convenient anti-ageing and repair in one step, framed as personal care within busy family routines. Activity covered the launch period, Mid-Autumn Festival, Double 11, Double 12 and the run-up to New Year's Day, but used no discount, gift mechanism, urgency device or direct conversion prompt.