999 Ganmaoling: Pet Creator Campaign

The brief

999 Ganmaoling wanted to strengthen its association with care and warmth while reaching younger consumers on Douyin. The proposal focused on the October–December cold season and the emotional appeal of pet content.

The source analysis found that 34% of people interested in the cold-remedy category also watched pet content, while cross-penetration was only 0.07%. This became the rationale for a focused audience strategy. Zhou Longqing contributed as a strategy consultant, working on content planning and the creator mix.

The creative idea

The brand's established message of warmth and care was translated into everyday pet stories. The plan paired affectionate moments with playful memes and unexpected situations, giving creators room to use the language of their own communities.

Three creative directions covered caring pets, mischievous pets and pet adaptations of familiar online jokes. An animal-rescue theme extended the idea into a proposed longer-term brand initiative.

Creator and distribution plan

The proposed mix allocated 35% to major creators, 30% to mid-tier creators and 35% to smaller creators. Larger accounts would introduce the theme, with a wider creator base extending participation.

Selection combined platform audience tags with manual assessment of brand fit, breakout potential, shareability and willingness to collaborate. A review three days after publication would inform media adjustments using audience-development efficiency and ROI.

• October: Launch warm, seasonal stories with larger creators.
• November: Expand participation through mid-tier and smaller creators.
• December: Bring the campaign together through animal welfare stories.

Intended outcomes

The proposal targeted at least 25 million impressions, 2 million new A3 audience members, 6 million new A1–A2 audience members and a 2% engagement rate. These are planning targets, rather than measured campaign results. The audience stages describe progression from awareness toward stronger interest in the brand.