How WEY launched 魏牌全新高山 (the all-new WEY Gaoshan) on Douyin through 43 creators’ family stories

The campaign carried “全家人都不委屈的MPV” (an MPV where no family member has to compromise) from presale to launch, presenting the MPV as a mobile “车中别墅” (villa on wheels). Drama-led vlogs, roleplay and family stories placed 魏牌全新高山 (the all-new WEY Gaoshan) in family trips, class reunions, camping, parenting, couples’ travel and gifting scenes. Demonstrations turned the engineering pitch into lived benefits: generous space, zero-gravity seats, NOA assisted driving, Hi4 power and a more comfortable ride for different family members. A friendly, close-friend recommendation tone kept the product inside the narrative rather than reducing it to a specification list.

It addressed quality-conscious urban middle-class households, with particular emphasis on urban professional women and the idea of caring for family without neglecting oneself. Presale messaging anchored the price at a little over three hundred thousand renminbi, framed as roughly a third of a luxury-car price. The campaign remained awareness-led: spoken mentions, launch hashtags and store referrals provided the route forward, without discounts or a hard promotional push.