Ocean Engine: 0dB Live Stream

韩晓华, 严枫

This event featuring hearing-impaired and nonverbal merchants overturned Ocean Engine's image as a mere utilitarian tool lacking an emotional connection.

Case Details

Brand: Ocean Engine

Brand Owner: ByteDance

Main Agency: MTOMORROW

Launched on the market: Chinese Mainland

Industry: Internet

Media channels: interactive/digital online (video/micro-film, social media), short video & live broadcast (TikTok)

Budget: 2-3 million

Case Summary

When we think of live streams, we often think of charismatic hosts enticing their audience with charming words and engaging speech. However, on Douyin, each and every host of the "0dB Live Stream" is deaf and mute.

This unconventional live stream attracted a staggering 1.01 million viewers within just three hours of going live, and generated widespread...

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