Creative Livestream Case Study: Anta Kids Hatched a Chicken with a Down Jacket

In most kids product campaigns, the target audience is usually the parents not the kids. But this time, Chinese sportswear brand Anta created a campaign that demonstrated product quality to parents and entertained kids at the same time. 

To show the excellent heating capabilities of its newly launched kids down jackets, Anta held a livestream on Bilibili for 48 hours to show how the materials of the down jacket were so warm that they could hatch a chicken. The new jackets are part of Anta’s collaboration with Space China and so the live stream took place on a set designed to look like a space station. 

Three days before the livestream began, Anta Kids posted on Weibo that it needed to “hire an egg”. It said the egg would be paid 10k RMB a day and the egg needs to be around 19-days old and carry strong athletic genes. Anta did not give any context so this post generated lots of buzz on Weibo. Some people were saying Anta was going to enter the poultry raising industry and some were discussing whether this was fake news.

It turns out that the post was the preheat of the livestream on November 6. The post also helped Anta Kids’ team to see whether the public would be interested in the livestream and guide people to watch it out of curiosity. 

On the day of the livestream, there were several cameras placed at different positions to show how the egg was doing. While watching the egg and waiting for it to hatch, Anta Kids also invited a space expert Pang Zhihao (庞之浩), top Douyin 13-year-old influencer Zhong Meimei (钟美美), Bilibili top content creator Johnny777 and a popular music band to the scene and did various entertaining activities to keep viewers engaged

If viewers send the phrases “heating techniques” (热返科技), “so warm that it can hatch chicken” (暖到能孵鸡) and other keywords as Danmu (bullet comments a slang term on Bilibili, where comments fly across the screen in real time) during specific time period, viewers would be chosen in a random draw to be given down jacket from this collection with Space China and other peripheral gifts.

Not only does this keep viewers watching with the hopes of winning a prize, but it also makes the live stream look more active and increases its reach. In the livestream, Anta Kids always value children’s curiosity. For example, through the livestream, parents and kids also got to see how the effect of this heating techniques directly and learn how an egg is being hatched.

Starting from Bilibili, Anta Kids was making full use of this livestream. It had the news broadcasted on Weibo and WeChat, managing to get more consumers involved. The livestream was also acting as a pre-heat for Anta’s Double 11, successfully leaving impressions on consumers’ minds even when they were facing numerous promotions from brands.

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