(Source: https://pltfrm.com.cn)
Introduction
Xiaohongshu continues to rise as a key lifestyle discovery engine for China’s affluent and trend-sensitive consumers. For overseas brands, it offers a rare blend of aspirational content and actionable purchase intent. In this article, we break down how influencer campaigns can be designed to scale both awareness and sales in China’s most trusted recommendation-driven platform.
- Designing a Staged Rollout Strategy
Instead of one-time bursts, leading brands adopt a phased approach—beginning with awareness seeding, moving to engagement campaigns, and finishing with shoppable content or in-platform store integration.
Agencies manage these phases through coordinated influencer batches, each with distinct KPIs and narrative angles, keeping momentum high across campaign life cycles.
- Creating Cross-Vertical Influence Through Strategic Pairings
Rather than sticking to one content category, campaigns that pair lifestyle with beauty, wellness with tech, or fashion with travel generate richer brand stories.
Influencers from different niches expose the product to varied demographics, expanding both horizontal and vertical reach.
- Encouraging UGC and Post-Campaign Momentum
Top influencer campaigns include post-activation UGC drives that reward everyday users for joining the conversation. Brands prompt user participation through challenges, story templates, and prize giveaways.
This expands campaign life span and allows for organic scaling well beyond initial influencer posts.
- Tying Offline Retail or Pop-Ups to Online Buzz
Linking Xiaohongshu content to real-world experiences—like pop-up shops or exclusive in-store gifts—adds scarcity and urgency. Influencers preview the offline element, while content captures the physical activation and encourages visits.
These offline touchpoints often become viral content hubs that fuel further search and discovery.
Case Study: Canadian Skincare Brand Goes Omnichannel With Xiaohongshu
A Canadian clean skincare brand launched in China by combining an in-store activation with Xiaohongshu seeding. Influencers previewed the pop-up store and then documented their visit through GRWM and review content. Footfall increased by 120% during the campaign week, while online store sales doubled through cross-channel synergy.
Conclusion
For global brands, Xiaohongshu influencer campaigns are not just about views—they’re about narrative depth, omni-touchpoint activation, and sustained engagement. With the right planning and local agency insight, overseas brands can turn Xiaohongshu into a flywheel of trust, buzz, and measurable growth.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
