The Objective
Founded in New Zealand in 2002, A2 has established itself globally as a leading dairy brand specializing in protein and milk products. With a strong presence in New Zealand, Australia, the United States, and China, the company caters to a diverse audience, including pregnant women, infants, children, and adults.
During Douyin E-commerce Global’s Brand Trends Week, A2 aimed to enhance its brand visibility and drive substantial growth through a strategic marketing campaign. This annual event aligns with the peak summer period, a time when parents are especially focused on children’s health and nutrition.
By implementing exclusive promotional tactics and leveraging the popularity and IP of the animated children’s television series Octonauts, A2 sought to expand its A3 interest audience (as part of the 5 A’s of Aware, Appeal, Ask, Act, Advocate) during this promotion.
This included a focused effort to increase store sales and enhance its market position in both the general and cross-border milk powder product categories.
The Solution
To achieve their business objectives, A2 employed a multi-pronged approach that combined high-profile collaborations, targeted marketing, and innovative product offerings. The campaign was anchored in Douyin E-commerce Global’s Trends Week and the “Summer Boost for Babies” theme, which provided a platform for significant brand exposure and engagement.
A2’s Vice President also participated in the official “Boss Call” during the event, lending credibility to the campaign and swiftly boosting brand recognition and trust among Douyin users and industry players.
In terms of operational strategy, A2 focused on promoting its early-stage milk powder products to its core demographic of mothers with a new baby. The brand introduced several exclusive Douyin gift boxes, including sets with bottles, tableware, and grinding tools, to elevate average order values and boost customer satisfaction.
Additionally, the combination of a 400g sample pack and substantial subsidies from Douyin E-commerce’s “10 Billion Subsidy” initiative helped to drive new customer acquisition, with a daily average of 50 new transactions.
Further enhancing the campaign’s effectiveness, A2 placed Ocean Engine Shopping Ads on Douyin for greater targeted reach and traffic to its official Douyin Lite Shop. This focused ad format allows advertisers and brands like A2 to display shoppable content through short video shopping ads, targeting users most likely to click and purchase.
The campaign’s other major growth drivers included deep integration with the globally recognized children’s animated series Octonauts. This IP collaboration significantly expanded brand exposure and resonated with their target audience.
To maintain buzz and momentum, A2 also adopted a long-term strategy involving a Douyin Hashtag Challenge, Ocean Creator Marketplace collaborations with Douyin creators, and KOC (Key Opinion Consumer) matrix marketing. This proactive and multi-pronged approach efficiently nurtured interest, captured potential customers, and improved the conversion funnel of their audience.
Ad Products
The Results
- 2.25M RMB in GMV
- +52% GMV growth vs. previous month
- No. 2 in cross-border milk powder
By combining the appeal of a popular children’s IP with targeted promotional activities and leveraging Douyin’s extensive reach, A2 drove major sales growth and strengthened its position in China’s competitive baby & maternal nutrition market.
Overall, their mid-year campaign resulted in a gross merchandise value (GMV) of 2.25 million RMB, marking a 52% increase in daily sales compared to the previous month.
A2 also achieved a top-two ranking in the cross-border milk powder category on Douyin E-commerce Global and secured fifth place in the overall milk powder sector during Douyin E-commerce Global’s Trends Week showcase, leading to a remarkable increase in market share and brand visibility.
