Bananain is on trend with its Douyin collaboration
Jenny Ma & Jessica Li
15 May 2023
As an emerging clothing brand with a focus on stellar design, Bananain carries underwear, ready-to-wear, loungewear and children’s clothing, and it has tapped into Douyin for its latest activation.
Bananain abides by the philosophy of ‘constantly delivering products with a scientific fashion sense, cosiness and scenario application’. The brand understands the special strategic significance of Douyin’s ecommerce offering which notably supports spring and summer new product launches. Now, based on a unique IP, it has achieved high conversion of new products across March and April by leveraging the sales-hiking timeframe for the sunscreen category.
Bananain is launching the IP as we transition from spring to summer, and it serves as both an amplifier and disseminator of the brand’s new goals, as well as spearheading the brand’s collaborations celebrities. In addition, the IP provides multiple tools, including content and shelf scenarios which enables the brand to launch new products.
Bananain has developed a diverse slate of content to support the IP and brand categories, including live-streaming rooms, as part of the collaboration with Douyin. The brand has also leveraged the Douyin Mall home page – the platform’s ecommerce hub – which brings a constant stream of new traffic. For search carry-over, the platform has set up numerous traffic-drawing entrances; the campaign navigator will appear when a user searches for the relevant keywords, significantly shortening the gap to the brand.
Over the course of the campaign, the content introducing new Bananain products received 940 million internet exposures, with 600 million of those exposures occurring on the Douyin platform. Moreover, the brand’s GMV exceeded 17 million, which increased by 864% year-on-year. Finally, the sales ratio from celebrity live streaming grew from 15% to more than 20%.