Bao Club
Bao Club I +30 % in-store purchases driven by video content
The challenge: what Bao Club set out to achieve
Bao Club is a new Chinese dumpling brand, launched in France in March 2025 and completely unknown to the public. Its products were voted "Saveur de l'Année 2025", but the main challenge was to introduce the brand and the product, show how easy it is to prepare and drive in-store purchases.
The challenge: introduce the product, show how easy it is to prepare and drive in-store purchases.
A product sold in stores wins or loses in a few seconds in front of the shelf. If shoppers have never seen the product before, they won't take the risk. So the video had to do the work upstream, on the phone, before the store visit.
What we put in place
Discovery and education: short videos showing the concept and the simple preparation of the dumplings.
Product showcase: mentioning the "Saveur de l'Année 2025" label and highlighting quality.
In-store call to action: content that directly encourages people to buy and cook the dumplings.
Engaging formats: tutorials, immersive content and quick demos tailored to TikTok and Instagram Reels.
Each video aims to introduce the product to French consumers while giving them confidence to prepare it at home.
The videos were shot in vertical 9:16, in a kitchen, with a simple flow: the pack, the cooking, the result at the table. The hooks in the first two seconds rely on the visual of the dumpling sizzling or opening, before any explanation.
On-screen text and subtitles follow the preparation steps so that someone watching without sound still understands that the product is quick to cook.
The videos we produced
Click to turn on the soundWhat it delivered
+75 % engagement on videos vs static content
40 000 to 90 000 organic views per video
+30 % in-store purchases driven by video content
+3 000 Instagram followers and +4 000 TikTok followers in 3 months
35 % of customers say they discovered the product through the videos or influencers
The videos helped consumers adopt the product immediately
Key takeaways
Bao Club launched in France with strong visibility and a quality label
Short, educational video content to discover Chinese dumplings
Highlighting how simple they are to prepare and encouraging purchase
Digital conversion → store traffic and fast product adoption
The figures on this page should be read together: views and followers measure brand discovery, while the 30 % of in-store purchases linked to the content show that this discovery carried through to the shelf.
Three of the videos produced can be seen on this page.
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