How Toread seeded sun-protection jackets on Douyin ahead of 618
Toread ran thirteen creator videos from 21 May to 2 June 2024, placing its sun-protection jacket in relaxed outdoor vlogs and connecting the new-product push to 618 store-search prompts.
Make sun protection part of a relaxed outdoor life
The campaign paired the 松弛户外 (relaxed outdoor living) theme with the hashtag 谁还没有一件防晒罩衫 (Who Doesn't Have a Sun-Protection Cover-Up Yet?). Creators wore 探路者防晒衣 (Toread sun-protection jackets) and the 山影系列 (Shanying, or Mountain Shadow, series) while cycling, visiting the seaside, walking outdoors and styling everyday travel outfits. Collection-style videos and lifestyle vlogs carried the emotional line 去户外走走吧，唤醒你内心的能量 (Go outdoors for a walk and awaken the energy within you), while voiceovers introduced 智能光变科技 (intelligent photochromic technology) and its UV-sensing function. The product story therefore sat inside summer outings rather than a standalone technical demonstration.
It spoke to urban young women and Gen Z students interested in cycling, travel, summer sun protection and outfit styling. Copy referenced 618 benefits and the same jackets worn in the videos, while comments directed viewers to search for the brand’s sports and outdoor flagship store. The pitch stayed brand-led rather than discount-led, using the sale period as a shopping handoff after product seeding.
- Objective
- Product Seeding
- Occasion
- 618 · New Launch
- Funnel
- Awareness
- Messaging
- Healing and Relaxation · Ingredient and Tech
- Scenes
- Sports and Outdoor · Travel Scenario · Outfit / OOTD
- Formats
- Collection List
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Collection List | 3.1%1 in 32 |
| Big-sale Stock-up | 6.3%1 in 16 |
| Outfit / OOTD | 19%1 in 5 |
| Typical | |
| Travel Scenario | 84%8 in 10 |
| Sports and Outdoor | 81%8 in 10 |
Share of the 32 Douyin Outdoor campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning matrix of thirteen mid-tier lifestyle creators
246K–1.67M
13 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Lead with lifestyle scenes, then explain the technology
Build the plan around mid-tier fashion, travel and outdoor-lifestyle creators. Let cycling, seaside trips and walks carry the story, then use voiceover to explain UV sensing and 智能光变科技 (intelligent photochromic technology) without turning the vlog into a hard sell.
- 2+
More steps in the full teardown
hashtag pairing, comment-section shopping cues and the 618 store-search handoff
The full teardown adds
- Reads and engagement for all 13 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 2,855 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Pelliot used Douyin creators to make technical outdoor wear part of relaxed summer stylingDouyin · Outdoor | Apr 24, 2025 | 33 |
| How Camel seeded rainwear as everyday fashion with ten creators on DouyinDouyin · Outdoor | Sep 11, 2024 | 10 |
| How Osprey marked its 50th anniversary with a Beijing hutong pop-up on XiaohongshuXiaohongshu · Outdoor | Aug 31, 2024 | 20 |
| How KOLON SPORT used a Sanlitun 3D screen to drive Xiaohongshu store visitsXiaohongshu · Outdoor | May 17, 2024 | 39 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 探路者. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction