In the sweltering summer of 2024, parents across China were scrolling through Douyin (TikTok's Chinese counterpart) looking for ways to get their kids off screens and into the sun. Among the endless videos of dance challenges and cooking tutorials, a new trend was quietly bubbling up: interactive sport games that combined outdoor fun with safety and convenience. Enter AirJoy Inflatables, a mid-sized manufacturer specializing in inflatable products, with a problem: their star product, the inflatable zipline , was gathering dust on warehouse shelves. Despite being durable, portable, and designed for family use, brand awareness was low, and sales were stagnant. That's when they decided to bet big on social media—specifically, a collaboration with one of Douyin's most beloved family-focused influencers. What followed was a masterclass in turning a niche product into a viral sensation, all while showcasing the magic of inflatable fun.
The Brand and the Challenge: AirJoy's Quest to Stand Out
AirJoy Inflatables had been in the game for a decade, churning out everything from bouncy castles to commercial inflatable slides for amusement parks and birthday parties. But in 2023, they launched something different: an inflatable zipline. Unlike traditional metal ziplines, this one was lightweight, air-filled, and required no permanent installation—perfect for backyards, parks, or community events. "We designed it for families who wanted adventure without the hassle," says Zhang Wei, AirJoy's marketing director. "But here's the thing: no one knew it existed. Our website traffic was flat, and our Amazon store had only a handful of reviews. We needed to make some noise."
The challenge was clear: AirJoy needed to reach two key audiences—parents (ages 25–40) planning weekend activities, and event planners (corporate HR teams, party organizers) scouting for unique attractions. Both groups were active on Douyin, but breaking through the algorithm required more than just ads. "Paid promotions get views, but trust gets sales," Zhang explains. "We needed someone who could make our inflatable zipline feel like a friend's recommendation, not a sales pitch."
Influencer Partnership: Why "AdventureLily" Was the Perfect Fit
After sifting through hundreds of Douyin profiles, AirJoy's team landed on Li Jiaqi—better known to her 2.8 million followers as "AdventureLily." A 32-year-old mom of two, Lily had built her brand around "real family adventures." Her feed was a mix of weekend camping trips, DIY backyard obstacle courses, and honest reviews of kid-friendly products. What set her apart? Authenticity. Unlike influencers who staged perfect moments, Lily's videos felt unscripted: her 7-year-old daughter Mia complaining about bugs during a hike, her 5-year-old son Leo face-planting into a mud puddle (and then laughing about it). Her engagement rate was through the roof—4.2% compared to the platform average of 1.8%—and 83% of her followers were parents with kids under 12.
"Lily's audience wasn't just watching—they were participating ," says Zhang. "When she posted about a new playground, families would show up there the next weekend and tag her. We knew if she loved our inflatable zipline, her followers would too."
The pitch to Lily was simple: test the inflatable zipline with her family, share the experience honestly, and help AirJoy host a community event. "I don't promote products I wouldn't buy myself," Lily later told her audience. "But when I saw the zipline's setup—no tools, just a pump and 10 minutes—I thought, 'This could solve our 'rainy day vs. sunny day' arguments.'" She agreed to the collaboration, with one condition: no script. "I'll show the good, the bad, and the messy," she told AirJoy. "If Leo gets scared, I'll film that. If the wind knocks it over, we'll fix it on camera. People follow me for real, not perfect."
Crafting the Campaign: A 3-Phase Plan to Go Viral
AirJoy and Lily's team spent three weeks mapping out a campaign that would build anticipation, drive engagement, and convert viewers into customers. They called it "Zip Into Summer: AirJoy's Inflatable Adventure." Here's how it unfolded:
Phase 1: Teaser Week—"Unboxing the Fun" (Days 1–7)
Lily kicked off the campaign with a 60-second "unboxing" video, but not the usual polished kind. Filmed in her messy garage (toys scattered, a half-eaten popsicle on a shelf), she hauled the inflatable zipline box into frame, grunting playfully. "Guys, this thing is heavy—but the website says it's 'portable.' Let's put that to the test," she said, before cutting to her husband, Chen, struggling to carry the deflated zipline to the backyard ("I told you we should've gotten the cart!" she joked off-camera).
The setup process became a mini-story: Lily reading the instructions ("'Inflate until firm'—vague, but okay"), Chen fumbling with the electric pump ("Is this thing on?"), and finally, the zipline rising like a giant, rainbow-colored caterpillar. Mia and Leo stared, mouths open. "Can I try first?!" Leo (screamed), bouncing on his heels. The payoff? Lily filming Mia's first zip: wind in her hair, a grin so wide it looked painful, yelling, "AGAIN! AGAIN!" By the end of the video, even Chen was taking a turn, pretending to be a "superhero" zooming to save the day.
The video hit 1.2 million views in 48 hours. Comments flooded in: "Where can I buy this?!" "My son would lose his mind over this!" "Does it work on grass? We have a small yard." Lily responded to 50+ comments personally, dropping subtle hints: "Stay tuned—next week, we're taking this to the park… and you're invited."
Phase 2: The Pop-Up Event—A "Mini Adventure Park" in the Heart of the City (Days 8–15)
To turn hype into hands-on experience, AirJoy and Lily partnered with Green Lake Park, a popular weekend spot in downtown Hangzhou. They transformed a 500-square-meter lawn into "AirJoy's Inflatable Adventure Zone," featuring not just the inflatable zipline, but also a bouncy castle with slide, a commercial inflatable slide (12 feet tall, with a splash pool at the bottom), and an inflatable obstacle course (think: crawl-through tunnels, mini rock walls, and a balance beam over "lava" [red plastic balls]).
Lily promoted the event for three days straight: "Saturday, 10 AM–4 PM, Green Lake Park—free entry, free snacks, and enough inflatable fun to tire out even the most energetic kids!" She posted a countdown video with Leo holding a sign: "2 DAYS UNTIL ZIPLINE MANIA!" and Mia practicing her "zipline pose" in front of the mirror.
On the day of the event, the turnout exceeded all expectations. By 9:30 AM, 200+ families were lined up, many wearing "AdventureLily" merch (hoodies, water bottles) from her previous collaborations. AirJoy's team had hired 10 staff to manage the inflatables, but they quickly realized they needed more help—Lily's followers were arriving in droves. "I saw a grandma pushing a stroller, yelling, 'Lily said there's a bouncy castle!'" laughs Zhang. "That's when we knew: this wasn't just a product launch. It was a community party."
Lily live-streamed for 2 hours, wandering the park with her phone. She interviewed a dad from Shanghai who'd driven 2 hours with his kids: "We follow Lily's adventures—if she says it's fun, we trust her." She showed a group of corporate team-building organizers testing the obstacle course: "This would be perfect for our company retreat!" Most importantly, she focused on the inflatable zipline: "See how it's padded? Even if Leo falls (which he did, twice), he just bounces! And setup? Chen and I did it in 15 minutes this morning—no tools, no stress."
Phase 3: UGC Contest—"Show Us Your Zip!" (Days 16–30)
To keep the momentum going, AirJoy launched a user-generated content (UGC) contest: post a video of your family using the inflatable zipline (or any AirJoy product) with the hashtag #AirJoyZiplineFun, and win prizes—from a free inflatable water slide (first place) to discount coupons (100 runners-up). Lily kicked it off with a montage of her family's "best fails and wins" from the park: Leo face-planting into the bouncy castle, Mia ziplining while singing off-key, Chen accidentally stepping on the inflatable slide's power cord (and jumping 3 feet in the air when it deflated).
The response was overwhelming. Over 15,000 UGC videos poured in over two weeks. A mom in Guangzhou posted her toddler "ziplining" (with help from dad, holding the rope) and captioned it: "Future adventure king!" A teacher shared footage of her students using the inflatable obstacle course at a school picnic: "Best PE class ever!" Even a wedding planner posted a video of the inflatable zipline at a backyard wedding, with guests taking turns between speeches. "Who said weddings can't be fun?!" she wrote.
Campaign Results: By the Numbers
| Metric | Pre-Campaign | Post-Campaign (30 Days) | Growth |
|---|---|---|---|
| AirJoy Douyin Followers | 12,500 | 49,800 | +298% |
| Inflatable Zipline Sales | 87 units/month | 302 units/month | +247% |
| Website Traffic | 1,200 visitors/day | 5,800 visitors/day | +383% |
| Event Planner Inquiries | 15/week | 89/week | +493% |
| UGC Content | 0 posts | 15,200+ posts | N/A |
But the numbers only tell part of the story. AirJoy's brand perception shifted from "another inflatable company" to "the go-to for family adventure." A month after the campaign, a survey of new customers found that 78% had heard of AirJoy through Lily's content, and 91% planned to buy more products (like the bouncy castle or commercial inflatable slide) for future events.
Key Insights: What Made This Campaign Work
1. Authenticity Beats Perfection
Lily didn't just "promote" the inflatable zipline—she lived with it. By showing the messy setup, the kids' unfiltered reactions, and even the occasional mishap (like the deflated slide), she made the product relatable. "Parents don't want to see a 'perfect family' using a product—they want to see a real family," says Lily. "If Leo cries because he's scared to zip, that's okay! It shows the product is safe enough for even nervous kids to try."
2. Experience > Hype
The pop-up event was critical. People could watch Lily's videos, but touching the inflatable zipline, feeling its sturdiness, and seeing their kids' faces light up—those were the moments that turned viewers into buyers. "We sold 42 ziplines at the park that day," Zhang says. "Parents didn't need to think twice—they saw their kids begging to take one home."
3. UGC Turns Customers Into Marketers
By encouraging followers to post their own videos, AirJoy turned one campaign into thousands of micro-campaigns. A mom in Beijing posting about her backyard zipline reached her own network of friends and family—people who trusted her opinion. "UGC is free advertising, but better," notes Zhang. "It's peer-to-peer, and that's the most powerful form of marketing."
What's Next for AirJoy and Inflatable Fun?
Buoyed by the success, AirJoy is doubling down on influencer partnerships. They've already signed Lily for a "Winter Adventure" campaign, featuring their inflatable snow globe (a hit during Christmas) and an indoor inflatable obstacle course for rainy days. "Lily's audience now associates AirJoy with 'fun they can trust,'" Zhang says. "We're not just selling products—we're building a community of adventure-seekers."
As for the inflatable zipline? It's now AirJoy's top-selling product, with event planners booking it for everything from birthday parties to corporate team-building days. "Last month, a wedding venue ordered 10 units," laughs Zhang. "Who knew ziplines and wedding cakes would go together?"
In a world where consumers are bombarded with ads, the AirJoy-Douyin influencer case proves one thing: people buy what they feel , not just what they see. And when it comes to family fun, there's no better feeling than watching your kid zip through the air, screaming with joy—with a product that makes it all possible.