Adidas, second largest sports brand in the Chinese market, already had a significant brand awareness and presence. To better engage with their younger customers, Adidas wanted to explore the opportunities of new channels like Douyin.
To make a mark for the launch of the store, Baozun bet on a jumpstart with a livestream featuring a celebrity. Baozun hosted a livestreaming solo and mixed sessions with Du Haitao and other Chinese celebrities. To promote the livestream, Baozun leveraged both public (brand in-app ads) and private traffic with KOLs and celebrities announcing the event. Content is king in China, but even more so on Douyin. Hence Baozun shot pre-heat short videos to generate enthusiasm from the users. During the livestream, celebrities tested a wide range of products and interacted with fans.
The store has been launched during the Double 12 campaign in 2020. The livestream ranked TOP in the first 40 minutes and gathered more than 17 million viewers.