Did you know that RedNote (Xiaohongshu) campaigns see 2x engagement during key periods like Lunar New Year? The platform thrives on a community of affluent, trend-savvy users who actively share authentic recommendations through word of mouth.
With over 300 million active users, predominantly young, affluent, and urban from Tier 1 and Tier 2 cities, RedNote is a hub for trendsetters and festive inspiration.It creates a unique environment for e-commerce brands to leverage user-generated content (UGC) and influencer collaborations that naturally align with Lunar New Year themes of prosperity, family, and renewal.
Adding to this momentum is the influx of TikTok refugees — content creators and influencers seeking new platforms as TikTok faces restrictions in key markets. These creators bring their loyal audiences and mastery of dynamic, short-form content, injecting fresh energy into RedNote campaigns. By blending TikTok’s snackable content styles with RedNote’s culturally rich storytelling, brands can craft campaigns that feel both innovative and emotionally resonant.
While Lunar New Year highlights RedNote’s potential, its features — like fostering emotional resonance and driving engagement through user-generated content (UGC) — are effective year-round. From holiday promotions to seasonal launches and evergreen campaigns, RedNote’s ability to connect brands with their culturally engaged audience is unmatched.
Whether it’s Lunar New Year or another high-engagement season, brands can tap into RedNote’s resonance mechanism to build lasting connections and drive results.
Why RedNote is Ideal for Campaigns
The Platform’s Unique Audience Dynamics
RedNote attracts a highly engaged user base of young, affluent, and trend-sensitive individuals. Searches for gift guides, travel tips, real estate options, and lifestyle upgrades spike during Lunar New Year—and during other key seasons. This makes the platform a hub for festive inspiration and culturally aligned messaging.
Additionally, Resonance Theory highlights RedNote’s ability to foster “material, social, and spiritual resonance,” enhancing users’ digital well-being. This resonance mechanism not only boosts engagement but also creates deeper, authentic connections between brands and users during culturally significant times like Lunar New Year.
Engagement Trends During Lunar New Year
RedNote consistently experiences a surge in engagement metrics during Lunar New Year, with festive content driving significant interaction due to its alignment with cultural themes of family, prosperity, and joy.
For instance, Bottega Veneta’s New Year Selection Series perfectly captures these emotional themes by focusing on joy, excitement, and reunions. Posts featuring sleek visuals and messaging about embarking on a “journey of reunion” tap into the cultural importance of family gatherings and celebration. By aligning with these emotional drivers, the campaign demonstrates how culturally attuned messaging can amplify interaction and deepen audience resonance during this festive season.
Visually compelling, seasonal content, like Bottega Veneta’s, often sees a noticeable boost in interaction during Lunar New Year, as RedNote users actively seek culturally aligned and visually rich posts. This makes RedNote an invaluable platform for brands looking to drive engagement with festive campaigns.
Cultural Alignment with Lunar New Year Themes
Lunar New Year’s rich symbolism and traditions make it an ideal fit for RedNote’s storytelling and visually driven platform. However, this alignment isn’t limited to Lunar New Year. By leveraging culturally significant or seasonal themes year-round — such as renewal during spring or togetherness during winter holidays — brands can foster emotional connections and drive consistent engagement.
Leverage TikTok-Inspired Strategies for Next Year
The arrival of TikTok refugees has introduced new opportunities for brands on RedNote. These creators bring dynamic, short-form storytelling that blends seamlessly with the platform’s visual-first focus.
For next year’s Lunar New Year, brands can work with these creators to:
Produce Snackable, UGC-Driven Content
Collaborate on festive unboxings, home transformations, or quick tips for Lunar New Year.
Adapt TikTok’s Viral Techniques
Use trends like bite-sized tutorials or family-centred storytelling to connect culturally while engaging a younger audience.
How to Maximize Engagement with RedNote Campaigns
Blend UGC with TikTok-Inspired Creativity
Collaborate with influencers to generate authentic, engaging content. Encourage users to share their own Lunar New Year moments using hashtags like #MyNewYearHome or #ProsperityLiving.
Create Culturally Relevant, Visual Content
Seasonal content thrives on RedNote, where cultural symbolism and festive visuals resonate strongly with users. Dior and BVLGARI have exemplified this with their masterful campaigns.
Dior’s Selected Gift Box features luxurious gold and legendary red patterns designed by Italian artist Pietro Ruffo, embodying the festive colors of luck and prosperity. These designs make the gift box a perfect choice for Lunar New Year celebrations.
On the other hand, BVLGARI’s SERPENTI INFINITO campaign showcases the iconic snake motif, symbolizing wisdom and strength while tying into the Year of the Snake. Their Snake Year Special Exhibition in Shanghai further enhances audience engagement by blending heritage and modernity through an immersive seasonal experience.
These campaigns highlight how luxury brands can infuse cultural elements into their messaging and visuals to create seasonal content that deeply resonates with RedNote’s audience.
Offer Exclusive Promotions & Giveaways
Exclusive promotions and giveaways are highly effective on RedNote, particularly when tied to Lunar New Year’s themes of luck and renewal. Canada Goose and Estée Lauder have successfully leveraged this strategy to engage their audiences.
Canada Goose’s The Year of the Dragon Red Packet Gift Box giveaway — featuring a handbag and red envelopes — fostered excitement with a limited-time lucky draw. This campaign created urgency and boosted engagement among fans during the festive season.
Estée Lauder’s collaboration with global spokesperson Yang Mi, blended luxury skincare with Lunar New Year’s themes of renewal and youth. The campaign featured exclusive promotions alongside festive blessings, capturing the spirit of rebirth and beauty.
These strategies demonstrate how brands can create buzz and engagement by combining exclusivity with culturally relevant offerings.
Localize Messaging to Reflect Cultural Significance
Localized messaging enhances engagement by aligning with cultural nuances year-round.
Cartier’s Wonderful Writing Brings Spring to Life campaign showcases this beautifully:
- The Cartier Cheetah takes center stage, celebrating Lunar New Year with grandeur and cultural pride.
- Phrases like “Splendid Mountains and Rivers” evoke poetic imagery that resonates deeply with audiences.
- Hashtags like #卡蒂亚妙笔生春 and #卡蒂亚节嘉信礼 make the campaign hyper-relevant and tailored to RedNote’s audience.
High-Performing Campaign Examples
JLL’s Gift Card Promotions
JLL’s Lunar New Year campaign highlighted the effectiveness of practical, culturally aligned promotions on RedNote:
- Influencer Performance:
- Xu Jane: Achieved 4,727 views, 91 likes, and 12 comments, with an average view duration of 23 seconds. Her detailed breakdown of the gift card process sparked curiosity and encouraged action.
- Regina: Garnered 4,923 views, 49 likes, and 21 comments, with a longer average view duration of 46 seconds. Her use of subtitles and text edits captured and retained audience attention.
- Engagement on RedNote:
- Campaign comments showcased excitement and purchase intent:
- “Where can I purchase the keychain? Can you share the link?”
- “Is the Armani package limited edition for LNY? Where can I buy it?”
- Campaign comments showcased excitement and purchase intent:
- Performance Metrics:
- Engagement rate: 1.3%, outperforming the platform benchmark of 1%.
- Strong visuals and culturally relevant themes boosted interaction and awareness.
Takeaway
JLL demonstrated how practical promotions like gift cards, paired with visually engaging influencer content, can spark excitement and drive meaningful user engagement.
Harry Rosen’s Luxury Apparel Campaign
Harry Rosen effectively used RedNote’s platform to appeal to its sophisticated, style-conscious audience through a mix of video and static posts:
- Influencer Performance:
- 爱美的小陈同学: Delivered 1,387 impressions through videos that emphasized product quality and exclusivity.
- imyourchloe: Used static posts to highlight tailoring options and accessories, generating 82 impressions.
- Mercuryyuki and Vancouver Shiosai: Focused on aesthetically curated static posts, earning 292 and 143 impressions, respectively.
- Audience Responses:
- Campaign comments reflected strong interest in premium, tailored clothing:
- “Where can I get the tailored clothing?”
- “Harry Rosen always delivers high-quality designs for LNY — where can I find these?”
- Campaign comments reflected strong interest in premium, tailored clothing:
Takeaway
By showcasing premium tailoring options and aspirational content, Harry Rosen reinforced its brand positioning and engaged a niche audience with high-quality visuals and storytelling.
These two campaigns underscore the versatility of RedNote in engaging diverse audiences:
- JLL’s campaign shows how practical promotions and influencer partnerships can drive immediate user action and intent.
- Harry Rosen’s campaign highlights the importance of luxury branding and exclusivity for connecting with aspirational, style-conscious users.
By blending TikTok-inspired visuals, UGC-driven content, and culturally resonant themes, brands can craft campaigns that resonate with RedNote’s affluent and engaged audience.
Why Start Preparing Now with Periphery Digital?
Success on RedNote starts with strategic preparation. By planning your campaign in advance, your brand can:
- Build meaningful relationships with RedNote influencers and creators.
- Refine visuals and messaging to align with seasonal or cultural themes.
- Leverage proven strategies, from UGC to exclusive promotions, that resonate with RedNote’s audience year-round.
At Periphery Digital, we specialize in crafting culturally resonant campaigns that deliver results. Our expertise includes:
- Customized RedNote Campaigns: From influencer partnerships to seasonal content creation.
- Localized Messaging: Tailored campaigns aligned with cultural values and traditions.
- Real Estate Marketing Expertise: High-impact, visually driven strategies designed to captivate RedNote’s affluent audience.
- Data-Driven Optimization: Maximize ROI with real-time analytics and insights.
By partnering with Periphery Digital, you can ensure your RedNote campaigns are impactful, culturally aligned, and strategically prepared for any season.
