For Chinese teens, self-expression has never been easy.

We knew that deep within them, that’s what they wanted to do.

To show who they really are.

When Lee Jeans launched X-Line, a new sub-brand tailor-made for China teens are sold exclusively online, we saw this as an opportunity for teens to express themselves and connect with like-minded people.

The objective was to engage teens in a highly relevant way, as well as driving more online traffic to Lee’s e-commerce store, and converting to purchase.

However, the launch campaign had a limited budget of USD 200,000, including media & production cost. So we have to make tough calls to streamline and focus on the communication plan.

The X-Dance, tailor-made for DouYin, included different simple X-shaped choreography moves in a fun and engaging way.

A dance music was also created for this purpose. So teens can not only use it as BGM for re-creating their X-Dance choreography but also anytime and anywhere to express themselves on DouYin.

We launched the dance video as 30s native ad for 3 months only on DouYin.

We also bought 5s standard preview for 1 week to attract users to click and watch the full ad.

The connection from awareness to engagement and to purchase was made convenient with a click to purchase button to buy the items that the dancers were wearing in the Lee’s e-commerce store on their mobile easily.