How Xueersi used Douyin family dramas to launch 学而思小彩屏 (Xueersi Little Colour Screen)

Xueersi built the launch around 学而思小彩屏 (Xueersi Little Colour Screen) (学而思学练机, or Xueersi Study and Practice Machine) and the slogan “练对了才有数” (Practice correctly to know where you stand). Across 21 videos, family, campus and parenting stories used comedy, role-play and plot twists to place “分级练” (graded practice), after-school practice and “AI批改” (AI marking) inside everyday conflicts and reconciliation. The schedule paired back to school with the product launch, moving from an initial burst into sustained posting; romantic and friendship-led recommendation narratives widened the emotional frame beyond the usual parent-child setting.

The campaign spoke to parents of primary and secondary school pupils, especially mothers concerned about their children’s study routines and looking for smart hardware to support after-school practice. Douyin Mall’s 超级品牌日 (Super Brand Day) provided the launch destination, while the content stayed focused on awareness and product seeding, with no stated price or discount mechanism.