Data-Driven Planning Helps AHHA Sparkle on Short Video

As a new entrant to the booming light sparkling beverage category, AHHA faced the twin challenges of limited awareness and lower investment versus the competition. A venture-backed giant outspent AHHA by 20:1 with most investment going to the short video platform Douyin – the key recruitment battleground for health-conscious youth. AHHA couldn't shout louder than the competition, so the brand had to outsmart them by staying laser-focused on those consumers most likely to switch to AHHA. We deployed AIGO, our breakthrough data-driven planning solution empowered by Bytedance's marketing engine, that not only enables precision growth audience targeting, but also guides content development and informs influencer selection. Our data-led approach at every step from insights to optimization enabled us to smartly boost AHHA's presence on Douyin and acquire valuable audience data assets at lower cost.