A Probe into Kans’ Short Drama Marketing Strategies Under the New Media Context

Abstract

Media integration and the digital wave have propelled the transformation of brand marketing strategies, with short drama marketing emerging as a novel communication paradigm. This paper focuses on the short drama marketing practices of Kans (the standardized English name for Han Shu), exploring its paths of value delivery and market breakthrough through content, channels, and user interaction. The study reveals that Kans has accurately seized opportunities in the micro-short drama industry. By relying on hit product-driven strategies, deep cultivation on Douyin, emotional narration, and key node marketing, the brand has achieved simultaneous growth in both brand voice and sales volume. However, it also faces challenges such as diminishing marginal benefits of short dramas, over-reliance on a single channel, and insufficient product competitiveness. This study provides practical references for the digital marketing of beauty brands. It also supplements a new perspective for academic research on short drama marketing.