type
status
date
slug
summary
tags
category
icon
password
Published
I recently analyzed several successful food marketing campaigns on Douyin, and I'm genuinely impressed by how brands are leveraging this platform to create powerful connections with consumers. The case studies demonstrate that food content remains one of the most engaging categories on Douyin, with over 70% of users expressing interest in food-related content.
The Power of Food Content on Douyin
What makes food marketing so effective on Douyin? The data clearly shows that content featuring restaurants, trendy beverages, local specialties, or hometown flavors consistently generates widespread attention and engagement. This isn't surprising when you consider how visually appealing and emotionally resonant food content can be in short video format.
Case Study: "China Douyin Taste" Campaign
The "China Douyin Taste" campaign launched in July 2018 brilliantly showcased how to leverage food culture to create viral content. By organizing content around four flavor themes—fresh, sour, spicy, and sweet—the campaign created a framework that was both structured and flexible enough to accommodate diverse content.
What impressed me most about this campaign was its multi-dimensional approach:
- Emotional storytelling: The campaign tapped into nostalgic connections to hometown flavors, creating immediate emotional resonance with viewers
- Smart topic segmentation: By dividing content into distinct flavor profiles, users could engage with the themes most relevant to their preferences
- Seamless online-offline integration: The campaign extended beyond digital content to include immersive offline experiences in Guangzhou, creating a complete engagement loop
By December 2018, the campaign had generated 678 million views across its four topics. The most popular themes were "hometown spicy flavors that make you tear up" (appealing to young people's love of intense flavors) and "hometown sweet flavors that melt your heart" (connecting to positive emotional associations).
Leveraging POI Features: Chengdu Eater's Success
Another fascinating case study is Chengdu Eater（成都吃客）, which masterfully used Douyin's POI (Point of Interest) functionality to drive offline traffic. By setting up electronic coupons on their Douyin POI page, they created a frictionless path from online discovery to offline consumption.
The results speak for themselves—on coupon redemption day, they saw an 8.33% increase in turnover. This demonstrates how effectively Douyin can bridge the digital-physical divide when used strategically.
Old Wharf Hotpot: Creating Interactive Engagement
Old Wharf Hotpot's（老码头火锅） "Shoot Douyin and Get Discount" campaign represents another innovative approach. What I found particularly clever about their strategy was how they:
- Partnered with a Douyin influencer with 200,000 followers to generate initial awareness
- Created a simple interactive mechanism where customers could scan a QR code, create a Douyin video at the location, and receive immediate discounts
- Combined POI functionality with coupon offers to streamline the user experience
This approach generated remarkable results—attracting 13,000 customers in less than 20 days, with an average of 20 tables participating in the promotion daily.
Key Principles for Effective Food Marketing on Douyin
Based on these case studies, I've identified several critical success factors:
- Content quality is non-negotiable: Visually appealing presentations that highlight color, texture, and flavor are essential
- Emotional connection drives engagement: Content that evokes memories or creates emotional resonance performs significantly better
- Online-offline integration creates real value: Using POI features and coupons to convert digital engagement to physical visits maximizes ROI
- User participation amplifies reach: Encouraging user-generated content creates organic multiplication effects
- Precise targeting enhances efficiency: Understanding audience preferences allows for more relevant content creation
Recommendations for Food Marketers
For brands looking to leverage Douyin for food marketing, I recommend:
- Showcase signature dishes or unique preparation methods in visually compelling ways
- Ensure your POI information is accurate and complete to facilitate discovery
- Design interactive promotions that incentivize in-store content creation
- Collaborate with relevant food influencers who align with your brand values
- Actively participate in trending food challenges to increase visibility
The transmission power and conversion potential of food content on Douyin is undeniable. When executed thoughtfully, Douyin marketing can significantly enhance brand awareness and directly drive sales growth—making it an essential channel in any modern food marketing strategy.
What impresses me most about these campaigns is how they transform simple food content into meaningful experiences that resonate with consumers on multiple levels. The most successful brands aren't just selling food; they're selling stories, memories, and connections.
