The sales and demand of kitchen appliances are closely tied to the development of real estate. However, recent years have seen a downturn in the real estate market, leading to a decrease in new home purchases.

Consequently, the kitchen appliance industry has shifted from an incremental market to a stock market, intensifying competition between brands.

Therefore, finding the right consumer at the right time with the right message is crucial to increasing the efficiency of advertising efforts.

The existing audience targeting options on the Douyin ads platform lacked the precision required to identify individuals within the window period — those who were likely to renovate their houses or change their kitchenware.

The available targeting options were limited to broad labels such as age, gender, interests, and industry preferences, making it difficult to ascertain specific preferences and desires. This imprecise targeting approach resulted in wasteful spending and lacked the necessary precision.

Armed with this knowledge, FOTILE was able to tailor its communication strategy and focus on the key areas of interest.

This data-driven approach informed not only the creation of KOL videos, ensuring alignment with the preferences and needs of our target audience, but also extended to other marketing channels such as heat ads and feeds, which aimed to drive deeper engagement and generate leads.

By utilizing the customized labels directly in its paid ads, FOTILE was able to identify the precise audience to target.

To further optimize efforts, GRAVITY was used to continuously monitor activity in real-time across the 50 million users, adjusting the messaging, channels, and targeting and amplifying the most successful content to maximize the impact and outcomes.

FOTILE utilized Ocean Engine Yuntu's data factory function which allows for the creation of customized labels. It was crucial to determine the necessary labels to accurately identify the right people. By analyzing popular Douyin videos related to kitchenware and home decoration, FOTILE identified and concluded 35 granular-level content scenarios, transforming them into labels for audiences who previously engaged with similar scenario videos.

Next, the customized audience labels are used to create a cluster model using the dataset of 50 million people. By incorporating customized labels into the clustering model, FOTILE was able to enhance the precision of learning audience features and successfully identify its three core audience segments. Once the core audiences were identified, a quantitative analysis was conducted to gain insights into their demographics, interests, and pain points to understand the audience's preferred kitchen functions, the type of kitchen they prefer, and the KOLs they resonate with.

The creative and strategic use of custom data technology to deliver tailored and engaging content to the right audience was instrumental in helping FOTILE effectively capture their target consumers' attention and create a campaign that achieved substantial brand engagement and return on investment.

From July 2023 to November 2023, FOTILE was ranked #1 in Douyin's brand scale for high-end kitchen appliances, with a 42% increase in A3 turnover rate (people who are interested in and engaged with the FOTILE brand) and a 18% decrease in cost per leads compared to the January 2023 to June 2023. 20-30% more leads for the same budget.

The campaign's effectiveness was further demonstrated by the notable reduction in the cost per engagement which decreased by 40%, whilst cost per search after watching the KOL videos decreased by 69%.