Key takeaways
Client: A chain restaurant brand; Field: Marketing. Douyin and Xiaohongshu operations brought 230 million impressions and lifted store traffic 34%.
Background
With hundreds of stores, the brand had weak social presence and limited reach to younger audiences, lacking systematic content assets.
Solution
- Matrix account positioning and persona-driven IP with unified visual identity
- Scaled store-visit video production with a crowdsourced asset mechanism
- Xiaohongshu seeding plus KOL campaigns tied to coupon redemption
- Private communities with membership benefits driving repeat visits
Results
230MAnnual impressions
34%Higher store traffic
1800+Content pieces
620kPrivate members