We created the X Dance, a 30s dancing video tailor-made for DouYin, China’s No.1 short-video social network app.

The dance included different simple X-shaped dance, so authentically DouYin that even the audiences will mistake that video as one created by the “DouYin netizens”. We also use dancers wearing our X-LINE, with Lee’s e-commerce store just one tap away.

We even invited users to challenge and create their own X-LINE moves and share on DouYin.

We launched 30s native ad video for 3 months on DouYin only, with a 5s standard preview to attract users to click and watch the full ad. The connection from awareness to purchase was made directly with a click of the purchase button to buy the items that dancers were wearing on Lee’s e-commerce store on their mobile easily.

The dancing video was so authentically DouYin that teens can’t help but to click the 5s preview and watch the 30s full dance. Whilst the average ad click-through-rate on DouYin is 1%, The X Dance achieved 14.52%! We broke the record in DouYin’s history.

Within 3 days, total impressions of the original X Dance reached over 22 million on DouYin. With a nearly 15X higher-than-average click-through-rate, this translated to over 4.9 million views and 450,000 likes.

Teens everywhere copied, tweaked, and created their own X Dance moves, and shared them again throughout DouYin.

More importantly, after a month, the fan base for X-LINE increased by 83%, with a sales conversion rate increased by 114%. An all-time record-high of 378% growth in sales revenue.