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Haidilao, the renowned hotpot chain, has become a social media sensation by ingeniously integrating Douyin challenges and user-generated content (UGC) incentive models. Their innovative approach has not only amplified brand engagement but also set a benchmark for viral marketing in the F&B industry.

The Power of Douyin Challenges

Douyin (TikTok’s Chinese counterpart) thrives on short-form video challenges, and Haidilao has capitalized on this trend brilliantly. By launching interactive challenges like the “DIY Sauce Challenge” or “Noodle Dance Challenge,” the brand encourages customers to showcase their creativity while enjoying the dining experience. These challenges often go viral, generating millions of views and organic reach.

UGC Incentive Models: Turning Customers into Advocates

Haidilao’s UGC strategy revolves around rewarding users for sharing their experiences. From offering discounts for viral posts to featuring top creators on their official page, the brand fosters a sense of community and loyalty. This not only boosts engagement but also provides authentic, relatable content that resonates with potential customers.

The Role of Emotional Connection

Beyond incentives, Haidilao’s campaigns excel at forging emotional connections. Whether it’s the joy of crafting a perfect sauce or the fun of dancing while pulling noodles, these moments translate into shareable, feel-good content. This emotional appeal is key to driving sustained engagement and brand recall.

Measuring Success: Metrics That Matter

The impact of these strategies is evident in Haidilao’s soaring social metrics—increased follower counts, higher interaction rates, and a surge in user-generated posts. By analyzing these metrics, the brand continuously refines its campaigns to stay ahead of trends.

Lessons for Marketers

Haidilao’s success underscores the importance of blending creativity, incentives, and emotional storytelling in social media marketing. Brands looking to replicate this model should focus on authenticity, community-building, and leveraging platform-specific trends like Douyin challenges.

In a digital era where attention is scarce, Haidilao proves that the right mix of fun, rewards, and relatability can turn customers into brand ambassadors—one viral challenge at a time.