Last Updated on June 27, 2025 
Jeffrey Hau
Successful foreign brand campaigns on Xiaohongshu Marketing
If you’re a Western brand eyeing growth in China, you’ve probably heard about Xiaohongshu marketing. Often called “Little Red Book”, Xiaohongshu has become one of China’s most trusted platforms for discovering new products, reading real user reviews, and sharing lifestyle inspiration, all rolled into one.
For foreign brands, it’s not just another social media app. It’s a unique blend of a community forum, search engine, and online shopping guide, especially popular with China’s Gen Z and young Millennials. The real game-changer? On Xiaohongshu, people trust other people more than polished ads.
At Prizm NZ & AU, we’ve seen firsthand how overseas brands, from wellness supplements to luxury fashion, have used Xiaohongshu marketing to break into the Chinese market, build buzz, and convert curious browsers into loyal buyers. In this article, we’ll unpack what makes campaigns succeed on this platform, share real case examples, and highlight practical tips you can apply to your own Xiaohongshu strategy.
Let’s dive in and see why Xiaohongshu deserves a front-row seat in your China marketing plan.
Why Xiaohongshu Stands Out for Foreign Brands
When it comes to marketing in China, platforms like WeChat and Douyin (TikTok’s Chinese cousin) often grab the spotlight. But for brands looking to win trust and build lasting connections, Xiaohongshu marketing has a unique edge.
First, look at who’s on Xiaohongshu: mostly Gen Z and Millennials, mostly female, living in big cities, and deeply curious about new trends, from skincare to designer bags to healthy snacks. This crowd doesn’t just scroll for fun. They search for honest product reviews, compare user experiences, and save posts to guide real purchase decisions later.
What makes Xiaohongshu different from other platforms is its community vibe. It’s less about loud ads and more about peer recommendations. People don’t just “like” posts, they comment, save, and share them if they find them truly useful. This high engagement helps quality content spread fast, even if the brand behind it is completely new to China.
Compared to WeChat, which is better for talking to existing customers, or Douyin, which is great for quick viral hits, Xiaohongshu marketing is where new brands get discovered and where trust is built through real stories. That’s why more and more foreign brands, big and small, see it as a must-have part of their China entry plan.
What Makes a Foreign Brand Campaign Successful on Xiaohongshu
Winning over Xiaohongshu’s audience isn’t about blasting out fancy ads, it’s about blending in naturally and giving people content they want to save and share. Successful Xiaohongshu marketing for foreign brands usually has a few things in common:
Be Authentic, Not Salesy
People come to Xiaohongshu for real experiences. If a post feels too much like an ad, it often gets ignored, or worse, sparks negative comments. Brands that succeed often share honest stories, behind-the-scenes looks, or useful tips that fit naturally into daily life.
Encourage Real User Content (UGC)
One person’s recommendation is worth more than a polished commercial here. Many winning brands seed products to everyday users or micro-influencers and encourage them to post genuine reviews. This user-generated content boosts trust and often ranks well in Xiaohongshu’s search results.
Localise for Chinese Tastes
Good Xiaohongshu marketing adapts tone, images, and even product positioning for local culture. A skincare brand might highlight how a product suits humid climates, or a snack brand might showcase Chinese-style pairings.
Engage, Don’t Just Post
Successful brands don’t drop a post and disappear. They reply to comments, thank users for sharing, and sometimes feature top fan posts on their official account. This two-way interaction shows the community that the brand cares.
In short, the best campaigns feel like a friend’s recommendation rather than a hard sell, and that’s exactly what Xiaohongshu users want to see.
Real Example, Successful Foreign Brand Campaigns on Xiaohongshu
To show how Xiaohongshu marketing works in the real world, here are a few campaigns we at Prizm NZ & AU have run for overseas brands, each proving that with the right approach, foreign brands can connect and convert on Red.
Leapmotor, Launching a New Electric Vehicle in New Zealand
The goal:
Leapmotor, a rising Chinese electric vehicle (EV) brand, wanted to enter the New Zealand market and build trust among the local Chinese-speaking community. Unlike traditional car ads, the challenge was to make the new C10 model feel relatable to everyday family life, and to turn online interest into real test drives.
What we did:
We started by creating an official Leapmotor Xiaohongshu account tailored for a New Zealand audience. Instead of just translating ads from China, we crafted posts showing the C10 cruising through scenic Kiwi landscapes, stopping at local cafes, and fitting into a family weekend. This helped the content feel local and relevant.
Next, we carefully selected trusted local Chinese influencers, people known for their honest reviews and family-friendly image. They didn’t just post glossy photos; each influencer documented a full test drive experience: from how easy it was to charge the EV in New Zealand to how the spacious interior worked for kids and shopping trips. This diary-style content built real confidence for potential buyers.
To maximise reach, we linked this online buzz to a real-world activation: a Chinese New Year launch event, complete with on-site test drives and live social sharing on Xiaohongshu. Attendees were encouraged to post their own short “first impression” notes using Leapmotor’s campaign hashtag.
Result:
By combining authentic influencer storytelling, localised visuals, and community interaction both online and offline, Leapmotor’s C10 got noticed fast, not just as a car, but as a lifestyle fit for Chinese families in NZ. The campaign drove a surge in Xiaohongshu followers, sparked hundreds of saves and shares, and, most importantly, generated a steady stream of real test drive bookings through Xiaohongshu traffic.
Blackmores, Building Heart Health Awareness through Community Stories
The goal:
Blackmores, the well-known Australian natural health brand, wanted to go beyond simply selling supplements. In the New Zealand Chinese-speaking community, the focus was to educate people about heart health, create daily health habits, and highlight their Omega & CoQ10 bundle as a trusted part of that routine, all in a natural, believable way.
What we did:
Rather than big celebrity endorsements, we designed a grassroots Xiaohongshu marketing strategy built on relatable, everyday voices. We handpicked 50 local KOLs and KOCs, a mix of young mums, fitness enthusiasts, wellness bloggers, and working professionals who were already active on Xiaohongshu.
Each influencer shared an authentic, diary-style post: some wrote about how they manage stress and take care of their hearts after having kids; others posted fitness routines showing how Omega & CoQ10 fits into their active days. Posts featured unfiltered snapshots, supplement bottles on kitchen counters, workout selfies, or meal prep with daily vitamins, instead of staged product shots.
We also provided easy-to-follow health tips that influencers could include in their captions. This turned each post into a mini heart health guide rather than just a product push, making it shareable and save-worthy for followers.
To keep the momentum going, we encouraged the brand’s official account to re-share fan content, reply to comments, and answer health-related questions directly under the posts. This two-way interaction built even more trust.
Result:
The campaign tapped into what works best on Xiaohongshu: real stories people want to bookmark. Engagement soared: high numbers of saves, comment threads discussing heart care, and plenty of organic re-shares in private groups. Beyond likes and comments, the posts built genuine community awareness about heart health, positioning Blackmores not just as a supplement brand, but as a caring, expert voice in everyday wellness.
This success shows how Xiaohongshu marketing done right goes beyond product plugs, it turns a brand into a trusted companion in people’s daily lives.
JD Sports, Driving In‑Store and Online Sales with Community Hype
The goal:
JD Sports, a popular retailer for sneakers and sportswear, wanted to maximise sales during its mid‑year sale event in Australia and New Zealand. The challenge: tap into the local Chinese‑speaking youth who love branded streetwear but often rely on peer recommendations before buying. The goal was clear: get them excited, get them sharing, and get them shopping, both online and in-store.
What we did:
Instead of just posting sale banners, we built a campaign that felt like a friend’s shopping diary. We partnered with a mix of macro influencers (bigger names with strong fashion credibility) and micro KOCs (smaller accounts with tight-knit local followers). This layered approach meant wider reach plus genuine engagement.
Influencers were encouraged to shop the sale themselves and share real “unboxing” and “haul” notes. Posts included selfies in changing rooms, try-on videos of the latest sneakers, and personal styling tips like “How I pair my new Nike kicks with streetwear for campus life.” This made the sale feel relatable and worth checking out in person.
To amplify the best posts, we ran targeted Xiaohongshu ads. These pushed the top influencer content to local Chinese-speaking youth within AU/NZ cities, ensuring the sale buzzed in the feeds of people who were most likely to visit JD Sports stores or shop online.
We also added clear calls to action: store addresses, limited-time promo codes, and easy links to the online sale page. Followers could screenshot the influencer posts and show them in-store to get exclusive discounts, creating an offline connection to the online hype.
Result:
This multi-layered Xiaohongshu marketing approach turned JD Sports’ sale into a hot topic among Chinese youth in AU/NZ. The posts didn’t just get likes; they got saved and shared as real shopping guides, driving word-of-mouth traffic to stores during the sale period.
Online, the boosted posts funneled steady clicks to the JD Sports website, with measurable lifts in conversion rates for sale items linked back to Xiaohongshu clicks. More importantly, the campaign strengthened JD Sports’ image as a must-shop destination for branded streetwear in the local Chinese community, not just for one sale, but for future drops too.
Mānawa Bay, Turning Xiaohongshu into a Personal Shopping Guide for Outlet Shoppers
The goal:
Mānawa Bay, a premium outlet shopping destination in New Zealand, wanted to attract more Chinese shoppers, both locals and tourists, by making the mall feel like a must-visit lifestyle spot rather than just another collection of stores. The challenge: build awareness and inspire actual visits using Xiaohongshu, where shoppers often plan their weekend outings and shopping hauls.
What we did:
We started by launching Mānawa Bay’s official Xiaohongshu account, designed not as a hard-sell page but as a lifestyle feed. Posts featured photo stories like “A Perfect Weekend at Mānawa Bay”, mixing outlet finds, dining highlights, and family-friendly activities all in one scrollable note.
We created content clusters around seasonal promotions, such as mid-year sales, holiday deals, and back-to-school offers. Each post wasn’t just a discount list, it included practical shopping tips, favourite store picks from real visitors, and hidden gems (like the best coffee stop inside the mall).
To add authenticity, we collaborated with local KOLs and micro-influencers who visited the outlet, filmed real “shop with me” vlogs, and posted mini itineraries: where to park, what to eat, which stores have the biggest markdowns. Many influencers also shared haul posts afterwards, showcasing their discounted branded buys and encouraging followers to check out the same deals.
Behind the scenes, we ensured the official account actively engaged with user comments, re-shared top fan posts, and highlighted new deals weekly to keep the page fresh and relevant.
Result:
Over time, Xiaohongshu became a practical shopping reference for potential visitors. Users saved posts as personal checklists before visiting, tagged friends under deal alerts, and asked questions about opening hours and store stock, which the Mānawa Bay account answered quickly to convert interest into actual visits.
Foot traffic data showed noticeable upticks during major promotional periods, directly aligning with peaks in Xiaohongshu engagement. By treating Xiaohongshu not just as an ad platform but as an interactive mall guide, Mānawa Bay turned online followers into real-world shoppers, and built a community that returns for every seasonal deal.
SkyCity, Turning Xiaohongshu into a Booking Engine for Dining and Staycations
The goal:
SkyCity, a premium hotel, dining, and entertainment hub in central Auckland, wanted to attract more bookings from the local Chinese-speaking community. The focus was on promoting staycations, restaurant specials, and exclusive F&B deals, all through content that felt appealing and worth sharing on Xiaohongshu.
What we did:
Instead of relying only on typical ads, we first built out story-driven content. The SkyCity Xiaohongshu account shared posts like “A Relaxing Weekend at SkyCity”, combining elegant hotel room shots, snippets of spa time, and snapshots of signature dishes from the restaurants on-site.
To amplify this, we activated trusted local KOLs in Auckland’s foodie and lifestyle niches. These influencers didn’t just snap food pics, they crafted entire “mini travel diaries” on Xiaohongshu: from check-in, to dining highlights, to nightlife vibes inside SkyCity. This style matched how Xiaohongshu users plan their city breaks, by searching for real guest experiences.
Next, we supported organic posts with well-targeted in-feed ads. Instead of generic hotel promos, we boosted top-performing influencer posts to reach Chinese-speaking locals most likely to plan date nights or family stays. We also ran short bursts of ad placements during peak booking seasons, like long weekends and public holidays, to maximise conversion windows.
Importantly, we added clear calls-to-action. Some posts included direct booking links, while ads featured instant chat buttons allowing interested users to ask about table availability or room rates without leaving the app.
Result:
The results showed that Xiaohongshu isn’t just for window shopping, it can drive real bookings when done right. SkyCity’s posts and ads generated millions of impressions over several months. Followers saved posts as inspiration for birthdays and anniversaries, shared them in group chats, and clicked through to SkyCity’s official booking channels.
Equally important, by replying promptly to user questions and highlighting exclusive deals, the brand built a stronger sense of trust, turning curious browsers into paying guests. This campaign proved that for hotels and dining, Xiaohongshu marketing works brilliantly as both an awareness tool and a practical conversion funnel.
Common Pitfalls Foreign Brands Should Avoid In Xiaohongshu Marketing
While Xiaohongshu marketing can work wonders for foreign brands, it’s not as simple as copy-pasting global ads into a new channel. Brands that rush in without understanding the community often see poor engagement or, worse, damage their reputation. Here are some common mistakes to watch out for:
Treating Xiaohongshu like Instagram or Facebook
Many brands assume polished, ad-style visuals will do the trick. On Xiaohongshu, posts that look too commercial or heavily staged tend to get scrolled past. Users prefer real-life photos, diary-like captions, and content that feels like genuine advice from a friend.
Ignoring Local Culture and Language
A direct translation of your global campaign rarely resonates. For example, skincare brands that forget to mention how a product suits humid climates or local skin concerns often get overlooked. Adapting tone, visuals, and even product highlights to match what local users care about is key.
Overlooking Engagement
Some brands post a beautiful note but never reply to comments or questions. Xiaohongshu’s users value interaction, they want to know you’re listening. Slow or no replies can make you look distant, especially if local competitors are actively chatting with fans.
Relying Only on Big Influencers
Big-name KOLs can help with reach, but Xiaohongshu’s magic often comes from everyday KOCs (Key Opinion Consumers) who share honest, relatable experiences. A balanced mix works better than splurging your whole budget on one big name.
Expecting Overnight Sales
Some brands hope to see instant conversions after one campaign. But Xiaohongshu marketing usually works best for building awareness and trust first. Once people trust your story, sales naturally follow, both on-platform and through other e-commerce channels.
In short, brands that see Xiaohongshu as a community, not just an ad board, tend to win. Be real, be local, and be ready to talk to your followers. That’s how trust and word-of-mouth grow here.
How to Start Planning Your Xiaohongshu Marketing Campaign
So, how can you turn these insights into a practical plan? Whether you’re a new brand testing the waters or an established name expanding deeper into China, a good Xiaohongshu marketing campaign starts with a few clear steps.
Do Your Homework First
Start by researching how your product or category is talked about on Xiaohongshu right now. Search relevant keywords, read top-ranking notes, and check what users praise or complain about. This helps you spot what resonates and what gaps you can fill.
Define Your Local Story
Ask yourself: what makes your product interesting to this audience? Is it a unique ingredient, a lifestyle vibe, or a brand story they can relate to? Adapt your messaging to connect with local trends, seasons, or practical daily life.
Build an Authentic Content Plan
Plan for a mix of content types:
- UGC & Seeding: Send samples to micro-influencers and encourage honest reviews.
- Official Notes: Post guides, tutorials, or behind-the-scenes peeks on your brand account.
- Interactive Posts: Share quizzes, polls, or user shoutouts to keep followers engaged.
Mix Organic and Paid Smartly
Organic posts and influencer diaries build trust; paid ads push your best content further. Start small: boost a high-performing post to see how it converts before committing a bigger budget.
Track, Learn, Improve
Monitor saves, shares, comments, click-throughs, and even questions in DMs. These signals tell you what works and what needs tweaking. Over time, you’ll see which content style and KOL mix gives the best ROI for your brand.
Example: Small Brand Playbook
If you’re a niche beauty brand just starting out, begin by seeding 20–30 micro-KOCs with free product. Support their honest notes with a small ad budget to reach more people searching for your category. Keep the conversation going in comments. Once trust grows, expand to mid-tier influencers or limited-time deals.
In short, don’t rush. Successful Xiaohongshu marketing is less about quick hacks and more about showing up consistently, listening to your audience, and becoming part of their daily inspiration.
Final Thoughts
Xiaohongshu isn’t just a trend, it’s now a vital part of how young Chinese consumers discover, trust, and talk about brands. The real success stories show that brands willing to adapt, listen, and tell genuine stories thrive here. From cars and skincare to retail and dining, good Xiaohongshu marketing turns curiosity into word-of-mouth and loyal customers.
For foreign brands, the takeaway is simple: treat Xiaohongshu like a community, not just another ad channel. Focus on relatable content, encourage real user posts, interact actively, and localise your message. Do this right, and you’re not just gaining followers, you’re building a brand people search for, save, and share with friends.
At Prizm NZ & AU, we believe that with the right strategy and local insight, any brand, big or small, can win hearts on Xiaohongshu. If you’re planning your next step into China’s market and want guidance on how to make your story click on Red, we’re always here to chat.
Ready to make your brand the next Xiaohongshu success story? Let’s connect.
