Atour Planet
Net transaction ROI increased by 30%, exposure volume rose by 90%.
30 posts
30 days
90 posts
Quarter
What a localized campaign produced for Atour Planet — measured on net-transaction ROI and direct bookings, not vanity reach.
Precise → Expanded Audiences, Broaden Scenarios, Altruistic View + Real Users = Viral Content Matrix
The same content-matrix logic behind every Love We campaign — applied to Atour Planet’s audience and goals.
From a precise audience to a viral matrix
Three deliberate moves took Atour Planet from a defined core audience to a self-amplifying content matrix.
Project Requirements
Accurately target pain points like poor sleep and cervical pain, cooperating deeply and frequently with mid-tier influencers.
Influencer Requirements
Home & sleep wellness creators (core user) × workplace & fatigue-relief bloggers (new user).
User Portrait
High-stress urban white-collar workers troubled by poor sleep and cervical discomfort.
Secure the base, then expand the scenario
Every campaign runs two complementary tracks at once — one guaranteeing conversion, the other widening the audience.
Guarantee Basic Conversion
Continuously occupy user mindshare through consistent collaboration with mid-tier influencers.
Sell Solutions, Not Products
Sell solutions — relief from insomnia anxiety — rather than just products, establishing an emotional connection.
Where the campaign ran
- Douyin as the primary brand marketing hub
- Douyin: Multi-field blogger content
- RED: Grassroots authentic content
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