Owned Channel Operations

ANTA 'Zai Xia An Xingxing' Douyin Operations

An ongoing short-form content expression that brings the brand IP into younger, everyday social contexts.

10M+Video views

1.44MFollowers

AnnualFramework

PROJECT SCOPE

Owned Channel Operations

Client: ANTA
Industry: Sports & Consumer Goods
Channels: Douyin

Public outcome metrics are taken from the authorized company case deck.

Challenge

Long-term IP operations require a stable personality, visual memory and publishing rhythm while staying connected to platform culture.

Approach

Defined the IP personality and brand boundaries

Connected everyday topics and scenarios to the character

Coordinated creative production and publishing cadence

Outcome

The project generated more than ten million video views, grew the account to 1.44 million followers and established a repeatable character-led operating model.

Content review

Content review: how two high-engagement posts were judged at the time

'Zai Xia An Xingxing' is not a single viral moment but a content line that keeps running. These two posts are the most fully documented in the project review material, including the editorial call and the retrospective reasoning.

Mid-Olympics · 'A tribute to Chinese girls'

Published 2024-08-03 16:42, one minute and five seconds long, filed under sports content; hashtags included the Chinese girls on the Olympic field, An Xingxing in Paris and the Paris Olympics. Comment keywords clustered around China, athletes, young and girls.

Judgement and reasoning

The middle of the Games is when audience emotion peaks and brand content is scarcest. The call was to place the character inside the shared feeling around 'Chinese girls' rather than reposting event news. The review concluded this post earned the highest engagement of the campaign, attributed to two things: women's events produced a denser run of gold-medal topics, and the key events were led by female athletes, which made resonance stronger.

Ambassador announcement · Fan Zhendong

Content built around the new ambassador announcement, kept in step with the announcement's heat, closing on a set of ambassador photos.

Judgement and reasoning

An announcement carries its own traffic, so the brand content's job is to carry it rather than repeat it. The closing photos sustained fan emotion and lifted engagement, while turning 'what does An Xingxing mean?' into a searchable, repeatable phrase that kept giving the content a long tail after the moment passed.

Content and publishing details come from project review material and are cited within the authorized scope only. Follower and view figures are cumulative for the project period and do not represent any single post.

Selected project material