Xiaohongshu’s Foodie Marathon boosts Shanghai’s culinary scene
On the 17th of July 2023, the Chinese social media platform Xiaohongshu launched the “100 Stores Exploration Plan” (100家探店计划), which will end on the 31st of December, 2023. This event was launched in several big cities like Guangzhou, Shenzhen, Shanghai, and Beijing. The event involves visiting 100 stores and sharing relevant posts on the platform. […]
Durex’s curry fish balls on the streets, and in the sheets… April fools!
On April 1st, 2022, Durex Hong Kong released its April Fools campaign on Instagram – savoring a series of new flavored condoms that ventured away from the typical fruit scents, instead, opting for traditional Cantonese dishes. The four flavors depicted are braised eggplant in garlic sauce (鱼香茄子), braised pork belly with preserved vegetables (梅菜扣肉), creamed corn with […]
‘Knot’ your typical athlete: Tiffany & Co X Eileen Gu
On March 12th, 2022, the latest part of Tiffany and Co’s Not Your Typical City campaign was released on Xiaohongshu（小红书, Chinese equivalent of Instagram) – a selection of reels (short, entertaining videos) where global ambassadors individually share their opinions on New York City, dressed head to toe in the new Tiffany Knot Collection. The under-30-second […]
Genki Forest betting on Olympic athletes like Eileen Gu and Yuming Su
Genki Forest, a Chinese beverage company, has signed three gold medalists from the 2022 Beijing Winter Olympics back in 2021, making it one of the hottest searches on Weibo (微博). Some Chinese netizens even referred to Genki Forest as the “biggest winner of the game on social media. Indeed, Genki Forest’s partnerships with the three […]
Watch virtual idol Ling do aerial ski tricks in this Zhixuan TVC
On February 5th, 2022, in celebration of the Beijing Olympic Games, Yili’s (伊利, one of China’s dairy giants) sub-brand, Zhixuan (植选, directly translated to “Plant Select”) released a video, “Beijing’s Rhythm of the Winter Olympics” (京韵冬奥), fusing the characteristics of traditional Chinese cultures, in collaboration with Qiu Jirong (裘继戎, a famous Peking Opera artist) and […]
How to make your brand go viral: branded mini movies in China
Mini movies are short cinematic creations shot for a specific product or brand. The general duration is less than 30 minutes. Branded mini movie was born with the development of new media technology and has become an emerging marketing tool in recent years. The essence of branded mini movie is information dissemination aimed at demonstrating […]
Skate with Lenovo: from Chinese historical monuments to a “smart” future
On January 27th, 2022, just one week before the Beijing Winter Olympics Games kicked off, a promotional video called “the Burning Ice” (燃冰) has been released by Lenovo, one of Chinese largest technology and electronics brands, which is also becoming increasingly popular due to being the technical sponsor and partner of the Chinese national short […]
Tiger brings splendor (虎虎生风): Our favorite Chinese New Year marketing campaigns in 2022
Chinese New Year, also called the Spring Festival, is the most important and beloved festival in China. On this special holiday, millions of Chinese people travel, sometimes thousands of miles, to reunite and celebrate with their extended family members, with whom they feast on big banquets, shoot firecrackers, exchange red envelopes (红包), and decorate their […]
Walking down the memory lane: Nostalgia marketing with Ant Forest this Chinese New Year
On January 21st, 2022, in the countdown to the Chinese New Year, Ant Forest (Alipay’s tree planting initiative) released a campaign video – Celebrating a Green CNY (绿色过大年), in collaboration with Shanghai Animation Film Studio (上海美术电影制片厂, SAFS, one of the Chinese original animator producers and has produced 80% of Chinese cartoons), celebrating Spring Festival in […]
Juhuasuan brings winter sports into the Chinese new year
On January 4th, 2022, just one month before the Beijing Winter Olympics, a video called “When I think of skiing, I think of you” (一想到滑雪，就想到你) was released for the Winter Olympic Games by Juhuasuan (聚划算, a marketing platform for Alibaba Group). Juhuasuan is the official e-commerce partner for this year’s Beijing Winter Olympic Games. On […]
Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”
On December 24th, 2021, Xiaohongshu (小红书, Chinese equivalent of Instagram); released a fashion TV Commercial (TVC) – “Chao’s Diary” (潮人日记, which can also be translated to “The Diary of a Hipster”), with cinematic retro shots that referenced Lu Xun (鲁迅), who is considered China’s greatest modern writer of the 20thcentury. The commercial tells a story […]
OPPO’s mystery campaign triggered half a million Chinese netizens to scour the internet searching for “Meteors”
On December 2nd, OPPO launched a mystery campaign one week after the release of its new phone, the OPPO Reno7. The 120-hour limited mystery challenge – “Treasure of the Meteor Shower” (流星雨的宝藏 in Chinese) comes with a prize reward of the new Reno7 phone, which instantly attracted the attention of hundreds of thousands of netizens. […]