In another case, in August last year, Bobbi Brown was seeking to rejuvenate its Vitamin Enriched Face Base product in the China market. As a result of last year’s efforts, searches for the brand on Xiaohongshu rose 190 percent in Q1 this year, and sales of Under Armour’s bra products went up by 33 percent.
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As Under Armour looked to deepen its connection with women, other than robust online efforts on Xiaohongshu, the campaigns also extended to offline sports carnivals in Hangzhou and Chengdu.
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By leveraging the resources of Xiaohongshu, these users were exposed to the professional products and sports experiences that Under Armour represents, and encouraged to join the brand’s sports community. Under Armour, for example, harnessed the digital trends and social sharing habits of female mathletes in China, and used the platform last year for two 360-degree campaigns aimed at empowering female athletes in China and fulfilling their needs for different kinds of sports. Through partnerships with Xiaohongshu, brands are seeing significant outcomes. “Many users turn to Xiaohongshu to seek inspiration from the content, or to search for information, tips and advice whenever they face any problems in their lives or before they make consumption decisions.”īy leveraging its unique positioning in the Chinese market, brands such as LVMH, L’Oréal and Coach, among others, are finding success by tapping on Xiaohongshu.
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Zhou Rui, brand solutions general manager at Xiaohongshu, said: “With over 43 million creators sharing real and useful experiences that happen in their lives on Xiaohongshu, ranging from day-to-day happenings to significant milestones such as marriage and pregnancy, the platform has become a diverse content hub.”