The Objective
Established in 1997, ChildLife has become a globally recognized brand for children’s nutrition, renowned for its high-quality, imported products. Dr. Murray, the founder of the company, gained acclaim in 2006 for developing the world’s first liquid calcium, earning the title “Father of Liquid Calcium.”
In 2024, ChildLife participated in Douyin E-commerce Global’s “Global Brand Trend Week – Summer Boost for Babies,” to launch and popularize its product, “Liquid Calcium” as part of the brand’s expansion into the Chinese market.
This special mid-year event dovetails with the CBME (Children, Baby, Maternity) Expo and the peak summer period, a time when parents are especially focused on children’s health and nutrition.
The primary goal was to leverage the high visibility provided by both the CBME Expo hosted in Shanghai and Douyin’s extensive digital platform. By creating a strategic synergy between offline and online activities, ChildLife sought to drive product awareness, achieve significant sales growth, and solidify its position in the competitive Chinese baby & maternal market.
The Solution
To effectively launch “Liquid Calcium,” ChildLife synchronized its offline and online strategies to optimize the campaign’s impact.
The campaign’s core focus was the promotion of Liquid Calcium, positioning it alongside established bestsellers like “Algae DHA” and “SoftMelts.”
The success of these products was attributed to ChildLife’s ongoing collaboration with influencers and a detailed analysis of recent data trends. By pinpointing crucial performance indicators and anticipating necessary operational adjustments, ChildLife laid a solid foundation for a successful livestreaming sales push.
In addition to online efforts, the brand’s marketing strategy integrated Liquid Calcium into major industry events, making it a central feature of numerous platform promotions throughout the latter half of the year. This ensured continued traffic and resource support from Douyin E-commerce Global, leading to significant growth in both brand visibility and sales performance.
The campaign’s multi-faceted approach also included extensive user-generated content and livestreaming to engage users and attract new consumers.
Ad Products
The Results
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2 products in category Top 10
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28x growth in sales for new product
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No. 1 store for GMV growth in the baby & maternity vertical
ChildLife’s effective integration of offline and online marketing efforts saw a dramatic increase in content dissemination, with a 310% rise in overall content reach and a 93% boost in search index.
The brand’s 5A audience assets grew by 83%, reflecting substantial gains in brand strength and driving a substantial increase in sales across various online channels.
The focus on Liquid Calcium proved highly successful, with the new product becoming a significant sales driver alongside existing popular items. Both Liquid Calcium and Algal DHA ranked in the top 10 for global baby & maternity products.
This robust marketing strategy not only enhanced ChildLife’s profile in China but also created a new playbook for success in launching baby & maternity products in the competitive Chinese market.
