Core Insights - Douyin's "Food Power to Work" campaign aims to enhance weekday dining experiences for office workers in 19 cities, leveraging partnerships with various restaurant brands to attract young consumers [1][4] - The campaign has successfully increased user engagement, with a 22% month-on-month growth in transactions for co-branded products and 40% of new users being from Generation Z [1][4] Group 1: Campaign Overview - The campaign includes online and offline components, featuring a dedicated event page for users to access discounts and prizes, resulting in over 410 million views on related topics [2] - Offline promotions include a special subway line in Beijing, which has led to a 30% month-on-month increase in transactions for over 300 merchants along the route [2] Group 2: Brand Participation and Impact - Participating brands like Ubrew launched new products and promotional events, significantly increasing their online visibility and attracting around 400,000 online interactions [4] - Russian Kitchen introduced a special weekday meal deal that increased the proportion of Generation Z customers by 10% and boosted weekday sales by 8% [7] Group 3: Future Prospects - The campaign is expected to continue driving business growth, with plans for further collaborations, such as a co-branded gift box from Beijing Daoxiangcun featuring popular products and promotional items [7]