Breaking the "Swan" Spell: How Swarovski Used Xiaohongshu Ads to Elevate "Forgotten" Luxury Jewelry Lines

Swarovski's iconic "Swan" collection has long been synonymous with elegance and luxury, dominating consumer perceptions and driving brand recognition. However, this very success has posed a unique challenge: how to shift the spotlight to newer product lines that struggle to gain visibility under the shadow of the beloved "Swan." In an era where digital platforms dictate consumer trends, Swarovski identified Xiaohongshu Ads as a pivotal channel to bridge this gap. By leveraging Xiaohongshu's Advertising capabilities, Swarovski not only amplified its new collections but also achieved measurable growth in engagement and sales. This case study explores the strategic moves that transformed Swarovski's marketing approach on Xiaohongshu, offering valuable insights for luxury brands navigating the social commerce landscape.

I. Understanding the Xiaohongshu Platform and User Behavior

Xiaohongshu Ads has emerged as a powerhouse for fashion and lifestyle content, particularly among younger, trend-conscious consumers. The platform's user base actively searches for jewelry and gifting inspiration, with spikes in engagement around key occasions like Valentine's Day, 520 (a Chinese romantic holiday), and Qixi Festival (Chinese Valentine's Day). Data reveals that terms like "necklace" and "bracelet" consistently trend during these periods, underscoring the platform's role in shaping purchase decisions.

Beyond search trends, Xiaohongshu Ads thrives on visual storytelling. Users engage deeply with "Outfit of the Day" (OOTD) posts and gifting scenarios, where products are showcased in aspirational, real-life contexts. For Swarovski, this meant aligning its new collections with these organic content trends to tap into the platform's highly engaged community.

II. Swarovski's Strategic Approach on Xiaohongshu Ads

To overcome the "Swan" dominance, Swarovski adopted a multi-pronged strategy centered on Xiaohongshu Ads KFS model. First, the brand capitalized on the existing popularity of the "Swan" line by using it as a gateway to introduce newer designs. Collaborations with Key Opinion Leaders (KOLs) helped establish credibility, while targeted feed placements and search ads ensured visibility for terms like "luxury bracelets" and "gift ideas."

Swarovski also utilized Xiaohongshu's premium ad tools, including splash ads and search keyword bidding, to dominate high-intent search moments. By strategically timing campaigns around peak gifting seasons, the brand ensured its new products appeared front-and-center in user feeds and search results.

III. Key Marketing Tactics and Execution

The execution phase focused on two core tactics: KOL collaborations and content optimization. Swarovski partnered with fashion and lifestyle KOLs to create authentic, high-quality content that highlighted the versatility of its new collections. These posts were then amplified through Xiaohongshu Ads algorithm, with top-performing "seed notes" receiving additional boosts via paid promotions.

A content competition further incentivized users to generate organic buzz, while premium placements like homepage splash ads maximized reach. This dual approach—combining organic influence with paid amplification—allowed Swarovski to build momentum for its new lines without diluting the equity of its flagship "Swan" collection.

IV. Measuring Success: Campaign Performance and Results

The results were striking. Swarovski's brand search ranking surged by six positions, while its Xiaohongshu store saw a 52% increase in add-to-cart actions and a 193% spike in transaction volume. The "Dellium" bamboo-inspired series, one of the new lines promoted, gained significant traction, proving that the strategy effectively redirected consumer attention.

Beyond metrics, the campaign reinforced Swarovski's reputation as an innovator, balancing heritage with modernity. The success also highlighted Xiaohongshu Ads role in driving conversions, not just awareness, for luxury brands.

V. Lessons Learned and Future Directions

The case study highlights the critical need for brands to diversify marketing strategies beyond conventional advertising approaches. A key takeaway is the value of leveraging existing product equity to introduce new offerings while maintaining cohesive brand messaging. For brands aiming to replicate this success on Xiaohongshu Ads, partnering with a specialized agency like Topkee can unlock the platform's full potential. Topkee's end-to-end operational services—spanning strategic content planning, data-driven advertising, and social customer service—enable brands to systematically enhance visibility, engagement, and conversions.

Future initiatives should prioritize deeper integration with Xiaohongshu Ads unique ecosystem. Topkee's methodology demonstrates how customized content calendars, aligned with both brand identity and trending topics, can amplify reach. Their approach combines thematic consistency (e.g., blending corporate and non-corporate content) with algorithmic adaptability, ensuring posts resonate with target audiences while capitalizing on real-time trends. For product launches, Topkee's precision advertising leverages diverse formats—including images, short videos, and livestreams—to target specific user segments, transforming passive viewers into active consumers.

Beyond content, Topkee's expertise in social customer service ensures sustained audience relationships. Their managed services cover private messages, public comments, and @mentions, fostering trust through timely, brand-aligned responses. This holistic engagement is complemented by data analysis: By analyzing KPIs and user behavior, brands gain actionable feedback to refine notes and ad strategies iteratively.

To maximize impact, brands could explore Topkee's capabilities in bridging Xiaohongshu's social features with e-commerce functionalities. Their advertising solutions seamlessly integrate product notes with shopping cues, shortening the path to purchase. Additionally, Topkee's influencer collaboration framework—aligns with the platform's "Influencing" culture, suggesting untapped potential for viral campaigns.

In summary, future success on Xiaohongshu hinges on a dual focus: tactical execution and strategic innovation. Brands must balance creative content tailored to the platform's aesthetics with robust backend operations—from ad optimization to community management—to sustain long-term growth.

Conclusion: The Power of Strategic Advertising on Xiaohongshu

Swarovski's campaign exemplifies how luxury brands can harness social commerce to overcome product launch challenges. By combining KOL influence, data-driven targeting, and premium ad placements, the brand transformed Xiaohongshu Ads into a sales-driving engine. For marketers, the key takeaway is clear: strategic platform alignment and creative execution can turn even the most entrenched consumer preferences into opportunities for growth.

Ready to elevate your brand's social commerce strategy? Consult our experts Topkee to explore tailored solutions for your next campaign.

Appendix:

• Swarovski's Xiaohongshu Case Study
• Xiaohongshu's 2023 Lifestyle Trends Report
• Nike's "Force Alliance" Campaign on Xiaohongshu
• Converse: Listening to "small voices," creating "great energy