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. Each post must be tagged with the event hashtag. After posting twice, participants gain the chance to redeem one lucky draw opportunity at designated stations, adding an element of excitement to the process. Building on the engagement for this event, Xiaohongshu launched the “Foodie Marathon” in November 2023, this time focusing exclusively on restaurants and cafés in Shanghai.
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Foodie Marathon: a month for exploring Shanghai’s culinary scene
From November 17th to December 15th 2023, Xiaohongshu held a Foodie Marathon (吃货马拉松) event in Shanghai, selecting 100 restaurants and cafés for users to explore and collect stamps. Seven different trails were designed to cater to different preferences, including the “Calorie explosion” (卡路里爆炸跑), the “Pet-friendly route” (宠物友好线路), the “Weekend chill” (周末 chill 跑), the “Going abroad in one bite” (一口出国跑), the “Worker-friendly run” (打工人友好跑), the “Run into the” (往烟火气里跑) and the “Snuggly pot” (贴贴锅物跑).
Xiaohongshu distributed approximately 100,000 printed copies of the “Shanghai foodie map” (上海吃货跑图) at partnering restaurants, and established eight designated “Foodie supply stations” (吃货补给站). Participants can collect stamps from participating establishments present on the map and subsequently visit the supply station to exchange stamps for various rewards. Those with five stamps would get a bag of roasted chestnuts, those with 30 stamps got a headgear, and those with 100 stamps received a winter cloak. Beyond gifts, participants could also receive discounts at the participating establishments.
Increasing the exposure to Shanghai’s local gems
Through its collaboration with non-chain establishments in Shanghai, Xiaohongshu aimed to amplify the visibility of local businesses, providing them with a broader platform to showcase their unique offerings. This partnership addresses the challenge many local establishments face in reaching new customer demographics. By participating in Xiaohongshu’s campaign, these businesses gain exposure to an audience that may not have otherwise discovered or considered visiting them.
As of December 16, 2023, the day after the end of the Foodie Marathon, the hashtag #foodiemarathon (#吃货马拉松) garnered an impressive 7.2 million views on Xiaohongshu and was tagged on more than 5,000 posts. This significant engagement indicates a widespread and enthusiastic response from netizens, showcasing the campaign’s success.
#Cityeat: rediscovering Shanghai through a different lens
On Xiaohongshu, the content related to the Foodie Marathon prominently features hashtags such as #citywalk and #cityeat. The term “citywalk” gained popularity in the summer of 2023, referring to individuals appreciating a city’s rich history, architecture, and culture by walking on the streets. This trend serves as a refreshing escape for young individuals, offering them a break from their busy routines. Likewise, “cityeat” aligns with this concept but emphasizes the exploration of a city through visits to local restaurants and cafés. The hashtags #citywalk and #cityeat have received 699.6 million and 1 million views respectively on Xiaohongshu as of December 16th 2023.
Xiaohongshu sparks community engagement and contagious enthusiasm
The Foodie Marathon encourages community engagement by involving participants in the collection of stamps and the redemption of gifts. Participants and local businesses are brought together, fostering a supportive network that extends beyond the duration of the campaign. Moreover, on Xiaohongshu, many netizens expressed their enthusiasm for the event, even tagging their friends in the comments.
Turning participants into brand ambassadors for local businesses
Many participants of the Foodie Marathon, enticed by the gifts and fun experience, shared their adventures on Xiaohongshu and Weibo. This user-generated content serves as organic promotion, further enhancing the visibility of the participating local businesses. Through word-of-mouth, participants can introduce friends, family, and followers to the campaign and the featured establishments.
Personal recommendations often hold significant weight in driving interest and engagement because of the greater perceived authenticity. Participants in Xiaohongshu’s campaign become natural brand ambassadors as they share their opinions on the food they tried.
Calls for a nationwide expansion of Xiaohongshu’s Foodie Marathon
Some participants expressed disappointment that the event was exclusively held in Shanghai and not extended to other cities. These users have earnestly requested a similar event to be organized in Beijing, Hangzhou, Chongqing, Shenzhen, Xiamen, Chengdu, and even abroad in Paris. Netizens’ requests highlight a strong enthusiasm for the Foodie Marathon concept, urging Xiaohongshu to consider organising the event in other cities beyond Shanghai.
Some users expressed a desire for an extended timeframe to collect stamps, deeming the allocated 28 days as too short. Some others questioned the significance of going to such lengths for gifts that they perceived as not valuable. These comments highlight the diverse expectations and preferences within the Xiaohongshu community, emphasizing the importance of considering user feedback for future campaigns.
The Foodie Marathon: the story of a successful interactive marketing campaign
- Launched in November 2023, Xiaohongshu’s Foodie Marathon captivated Shanghai residents, offering a month-long culinary adventure with seven themed trails and 100 selected restaurants and cafés.
- The campaign aimed to boost visibility for local businesses and succeeded in generating widespread enthusiasm, as indicated by the seven million views on the #foodiemarathon hashtag on Xiaohongshu.
- The event not only celebrated Shanghai’s diverse culinary scene but also fostered community engagement.
- Social media played a pivotal role as participants shared their experiences, transforming them into natural brand ambassadors.
- The integration of hashtags like #citywalk and #cityeat highlighted a broader trend of appreciating cities through street exploration and culinary adventures.
- Despite the success, user feedback revealed a desire for expansion beyond Shanghai. Additionally, diverse opinions surfaced regarding the event’s duration and the perceived value of rewards, emphasizing the importance of considering user preferences for future campaigns.
