Core Insights - The article highlights the successful integration of intangible cultural heritage (ICH) into brand marketing strategies, showcasing how companies can leverage cultural elements to enhance brand perception and drive sales growth [3][20]. Group 1: Marketing Strategy - The use of ICH as a value anchor allows brands to break through traditional marketing barriers and achieve business breakthroughs [3][4]. - The "Non-Heritage Feast" event exemplifies a unique marketing approach that combines immersive experiences with diverse communication channels, fostering deep emotional connections between brands and consumers [5][7]. - The event generated significant online engagement, achieving over 2.6 billion exposures and dominating social media discussions with 51 trending topics [13][14]. Group 2: Brand Performance - The brand's official Douyin account effectively utilized celebrity endorsements to create anticipation and reach diverse user demographics, resulting in a substantial increase in brand visibility [10][20]. - The marketing campaign led to a remarkable 18-fold increase in GMV (Gross Merchandise Volume) for the brand's live streaming sessions, with brand association and search volume rising by 140% and 95%, respectively [20]. Group 3: Consumer Engagement - The campaign successfully attracted over 20 million new users, with over 70% of new users coming from ICH-related content, indicating a strong cultural resonance with consumers [18]. - The integration of ICH narratives into product presentations during live streams enhanced consumer engagement and facilitated a seamless transition from interest to purchase [18][20]. Group 4: Operational Excellence - The brand's operational strategy included a comprehensive non-heritage themed marketing plan, encompassing scene design, product strategies, and interactive elements, which collectively drove conversion rates [18]. - The collaboration with Douyin's platform tools enabled precise traffic direction and conversion, establishing a robust framework for transforming cultural engagement into commercial success [15][20].