How 作业帮 (Zuoyebang, 'Homework Help') built a back-to-school Douyin campaign around family pain points
Across 20 videos from 19 creators, 作业帮 (Zuoyebang, 'Homework Help') used summer childcare stress, homework struggles and school preparation to introduce 作业帮P20学习机 (Zuoyebang P20 Learning Device). The campaign led with textbook coverage and free functions rather than discounts or a hard conversion push.
Make the learning device the answer to a recognisable family problem
Running from 21 August to 20 September 2024 under “叫醒新学期” (Wake Up the New School Term), the campaign placed 作业帮P20学习机 (Zuoyebang P20 Learning Device) inside family dramas, role-play, daily-life vlogs and parenting scenes, with travel adding another lifestyle setting. Stories began with the strain of caring for children over summer or the difficulty of helping with homework, then introduced the product through natural spoken mentions of textbook syncing, coverage from kindergarten through high school, homework marking and video explanations for difficult questions.
The core audience was parents under pressure to support their children’s schoolwork, particularly mothers, including new mothers and urban professional women. The value argument was that all functions were free and one device could support a child from kindergarten through high school. There was no campaign-wide discount, gift or urgency device. Most posts stayed at product seeding, while individual posts directed viewers to the official 天天练 (Tiantianlian, 'Daily Practice') app livestream.
- Objective
- Product Seeding
- Occasion
- Back to School · New Launch
- Funnel
- Consideration
- Messaging
- Family Warmth · Pain-point Hook · Value for Money
- Scenes
- Family and Parenting · Daily Life at Home · Travel Scenario
- Formats
- Character Roleplay · Vlog Narrative · Family Drama
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Vlog Narrative | 7.4%1 in 13 |
| Travel Scenario | 9.3%1 in 11 |
| Typical | |
| Family and Parenting | 69%7 in 10 |
Share of the 54 Douyin Education campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A top-heavy cast of nineteen creators spanning family, parenting and comedy
207K–6.32M
19 creators with a public follower count
Celebrity Anchor Halo
Top Heavy
Balanced
The first step to copy
- 1
Start with the parent’s problem, then let the product solve it
Build the brief around a seasonal scene such as summer childcare or getting ready for school. Open with the difficulty of helping with homework, and introduce the device through the story’s dialogue before covering textbook syncing, free functions and long-term use.
- 2+
More steps in the full teardown
creator casting, vlog and plot structures, feature placement and the soft livestream hand-off
The full teardown adds
- Reads and engagement for all 20 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 30,368 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Xueersi used Douyin family dramas to launch 学而思小彩屏 (Xueersi Little Colour Screen)Douyin · Education | Aug 27, 2024 | 11 |
| How M&G seeded back-to-school stationery with sixteen Douyin creatorsDouyin · Education | Aug 15, 2024 | 16 |
| How Youdao used family dramas to seed education hardware on DouyinDouyin · Education | Feb 20, 2024 | 34 |
| How 一本 (Yiben) seeded summer learning on Xiaohongshu with forty-three creatorsXiaohongshu · Education | Jun 7, 2024 | 43 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 作业帮. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction