The Objective
Off&Relax, a leading Asian scalp health and care brand, sought to establish itself as a major player in the personal care industry by launching its Fortify Revitalizing Shampoo on the Chinese social entertainment and e-commerce app, Douyin.
The brand aimed to leverage the momentum of the Double 11 Shopping Festival (November 11), China’s largest annual e-commerce shopping festival, to drive awareness and sales of its newly introduced product.
With a focus on working professionals and stylish moms experiencing hair loss, Off&Relax designed a campaign that would effectively tap into consumer demand.
The objectives of their campaign were to generate buzz before Double 11, create sustained engagement, and drive conversions through an omni-channel marketing approach that integrated content, commerce, and advertising.
The Solution
To maximize impact, Off&Relax implemented a three-phase campaign strategy centered around audience targeting, product positioning, and omnipresent promotional efforts.
First, the brand collaborated with top-tier influencers to introduce the Fortify Revitalizing Shampoo to a broad audience on Douyin.Partnering with Pan Yurun (潘雨润), a well-known Douyin influencer, Off&Relax generated early buzz through a mix of short videos and live shopping events held in early October.
This laid the groundwork for raising product awareness and allowed the product to gain immediate traction among its target consumers.
Next, Off&Relax strategically bundled its flagship products with the Fortify Revitalizing Shampoo, encouraging complete scalp care purchases instead of single-product buys.
Off&Relax also executed a multi-platform advertising campaign by linking Product Cards to seeding videos and combining them with Ocean Engine Shopping Ads as part of a strategy to expand reach and boost conversions.
As Double 11 approached, Off&Relax further amplified its campaign by enlisting a Chinese celebrity for high-impact seeding videos, reinforcing brand credibility and sustaining consumer interest.
Ad Products
The Results
New customers up 1,100%
GMV increased by 1600%
#1 in personal care category
Off&Relax’s strategic marketing efforts delivered breakout growth and established Off&Relax as a category leader during the Double 11 period.
The brand’s GMV surged by 1,600%, with new customer acquisition increasing by 1,100% during this period. On launch day alone, 10,000 units of the Fortify Revitalizing Shampoo were sold, securing Off&Relax the #1 ranking in the personal care category on Douyin E-commerce Global.
The success of the campaign stemmed from the brand’s early momentum-building strategy, which allowed Off&Relax to dominate the conversation before competitors could capitalize on the Double 11 shopping rush in mid November.
By effectively integrating content, influencer collaborations, and ad-driven traffic, the brand not only accelerated sales performance but also laid the groundwork for sustained long-term growth in the Chinese personal care market.
