The latest dance craze to sweep Douyin was led by three all-star dancers sporting Moncler Bubble Sneakers.
To support the launch, the Italian fashion brand collaborated with three of the hottest names in street dancing to create a series of videos on China’s hot new platform.
Douyin has emerged as one of China’s most popular social apps thanks to:
1. An Ideal Demographic (young & affluent)
2. Ability to launch Viral Trends (e.g. via hashtag challenges)
3. High Acceptance of Commercial Content (+75% of female users and +72% of male users are fine with videos including ads)
The Moncler campaign was a perfect example of the platform’s virality resulting in high levels of engagement.