(Source: https://pltfrm.com.cn)
Introduction
China’s Gen Z is rewriting the rules of digital engagement. With short attention spans, a love for self-expression, and a deep familiarity with social platforms like Douyin, Xiaohongshu, and Weibo, this generation demands a new standard of brand creativity. For overseas brands aiming to succeed in China, producing premium ad creatives means mastering storytelling, visual impact, and cultural timing. This article outlines how to build ad campaigns that genuinely resonate with China’s digital natives.
1. Designing for Immersion and Interactivity
1.1 Vertical-First Creative Strategy
With mobile-first usage dominating in China, full-screen vertical formats (9:16) are mandatory. Brands should design every element—from video framing to text overlays—with the vertical viewer experience in mind.
1.2 Dynamic Motion and Kinetic Typography
Douyin and Kuaishou users are drawn to high-motion visuals. Incorporating animated text, fast cuts, and movement-driven design creates energy and holds viewer attention in the crucial first few seconds.
2. Creating Relatable, User-Centric Content
2.1 Lifestyle-Driven Narratives
Ads that show real-life scenarios—commutes, gym sessions, skincare routines—connect faster with Gen Z. The product must fit seamlessly into the story, not feel forced or overly polished.
2.2 Featuring Local Micro-Influencers
Instead of top-tier celebrities, use KOCs (Key Opinion Consumers) who resemble the target user. Their authentic voices and relatable faces help break down trust barriers and humanize the brand.
3. Localizing Message Without Losing Brand Essence
3.1 Translating Meaning, Not Just Language
Copywriting must go beyond literal translation. For example, a phrase like “Find your path” might be locally adapted to a poetic line or play on words that resonates better with Chinese cultural sensibilities.
3.2 Color and Symbolism Alignment
Visual cues like red for celebration, gold for prosperity, or specific motifs like koi fish or lanterns can enhance cultural alignment. However, these must be subtly integrated to avoid cliché.
4. Integrating with Conversion Ecosystems
4.1 Seamless Link to Mini-Programs or H5 Pages
A premium ad should not end with the visual—it should offer a path to purchase. WeChat Mini Programs and Douyin in-app stores should be embedded into the experience through swipe-ups or QR codes.
4.2 Incentivized Engagement
Offer interactive triggers like “scan to get a coupon,” “vote to unlock content,” or “comment to win” to deepen engagement and collect user data for future targeting.
5. Case Study: A Scandinavian Audio Brand on Xiaohongshu
A high-end audio equipment brand from Scandinavia launched its China debut on Xiaohongshu by partnering with tech-savvy female creators who shared “Aesthetic Desk Setups” featuring the brand’s speakers. The creatives used muted tones, natural lighting, and poetic captions, blending seamlessly into the platform’s lifestyle aesthetic. With a campaign length of four weeks, the brand generated 7.8 million impressions, saw a 19% engagement rate on posts, and gained over 3,200 DMs asking for purchase links—all through premium native-style creatives.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
