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Great Wall Motor: Douyin Influencer Campaign

Discover how Great Wall Motor partnered with InfluenConnect to streamline collaborations with 120+ Douyin influencers, achieving time efficiency and high-quality content for its female-focused automotive launch.

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Client Overview


Great Wall Motor, a leading Chinese automotive brand, sought to boost awareness of its new vehicle model designed specifically for female drivers. Targeting tech-savvy, style-conscious women in China, the brand aimed to leverage Douyin (TikTok) to showcase the car’s sleek design, intuitive features, and safety innovations. However, the fragmented influencer ecosystem on Douyin, plagued by opaque pricing, inconsistent rates, and intermediary bottlenecks, posed significant challenges in securing authentic partnerships at scale.


The Challenge


Great Wall Motor faced three critical barriers:


  1. Influencer Authenticity: Navigating Douyin’s vast creator landscape to identify influencers with genuine engagement and audiences aligned with the brand’s female-centric messaging.


  2. Operational Inefficiencies: Managing negotiations and collaborations with 120+ influencers, including 12 top-tier creators with over 1 million followers each, demanded a streamlined process.


  3. Content Consistency: Ensuring cohesive storytelling across a large cohort of influencers while maintaining the brand’s premium image.


Strategy & Execution


InfluenConnect implemented a scalable, data-driven strategy to empower Great Wall Motor’s campaign.


  • Streamlined Influencer Collaboration - Using InfluenConnect’s AI-powered platform, the brand identified 120 Douyin influencers, filtering by tags such as automotive, lifestyle, and female empowerment. Advanced analytics assessed engagement rates, audience demographics (e.g., gender, age, geographic location), and content authenticity. The platform’s direct messaging feature eliminated intermediaries, enabling Great Wall Motor to negotiate terms and finalize partnerships within days.


  • Transparent Pricing & Budget Allocation - InfluenConnect’s verified rate cards provided upfront cost visibility, allowing the brand to allocate budgets efficiently across macro- and micro-influencers. Transparent pricing reduced negotiation delays by 50%, freeing resources for creative development.


  • Targeted Content Development - Collaborating with influencers, Great Wall Motor co-created content tailored to Douyin’s fast-paced, visually driven format. Posts included:

    • Behind-the-Wheel Testimonials: Highlighting the car’s ease of use and safety features.

    • Styling Guides: Pairing the vehicle with fashion-forward outfits to appeal to style-conscious buyers.

    • Interactive Challenges: Encouraging users to share their own driving experiences with branded hashtags.

    InfluenConnect’s collaboration tools facilitated real-time feedback, ensuring alignment with the brand’s messaging.


Results


The campaign solidified Great Wall Motor’s reputation as a forward-thinking brand for female drivers:


  • 70% Reduction in Search Time: AI tools accelerated influencer discovery, enabling rapid campaign deployment.


  • High-Quality Influencer Network: 120 creators, including 12 top-tier influencers, delivered authentic content with an average engagement rate of 12%.


  • Significant Views & Brand Lift: The campaign generated millions of impressions, driving a 30% increase in website inquiries from female audiences.

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