How to Leverage Xiaohongshu Ads for Brand Growth: Lessons from Clarins

In today’s digital age, brands are constantly seeking innovative ways to connect with their audiences, and Xiaohongshu has emerged as a powerful platform for achieving this goal. Known for its community-driven content and highly engaged user base, Xiaohongshu offers brands a unique opportunity to blend storytelling with social impact through Xiaohongshu Ads. One standout example is Clarins’ recent campaign, which not only amplified brand visibility but also aligned with the platform’s ethos of fostering warmth and community. This article delves into how Clarins leveraged Xiaohongshu Advertising to drive brand growth, offering valuable insights for other brands looking to replicate this success.

I. Understanding the Marketing Context

The rise of community-driven and socially conscious marketing has reshaped how brands interact with consumers. On Xiaohongshu marketing, users increasingly value authenticity and social responsibility, as seen in trends like “Neighborhood Warming Up,” where related notes grew by 213% in 2022. Clarins tapped into this shift by aligning its campaign with the platform’s user-driven narratives. The brand’s “City Guardian Alliance” initiative focused on protecting outdoor workers like sanitation workers and couriers, translating its product’s “protection” feature into a broader social mission. This approach not only resonated with Xiaohongshu’s audience but also bridged the gap between commercial goals and societal values through strategic Xiaohongshu Ads.

II. Key Strategies for Leveraging Xiaohongshu Ads

Clarins’ success hinged on three core strategies. First, the brand identified and capitalized on user trends, particularly the growing emphasis on “protection” and “community.” By analyzing Xiaohongshu’s data insights, Clarins reframed its sunscreen product as a tool for “guarding” city workers, making it relatable to users’ daily lives. Second, the campaign prioritized compelling content, including an emotional Public Service Film that highlighted real-life guardians. This content was amplified across Xiaohongshu’s browsing and search fields via Xiaohongshu Advertising, ensuring maximum visibility. Third, Clarins integrated online and offline efforts, distributing 20,000 samples in key locations while encouraging user-generated content (UGC) through hashtag challenges.

III. Measuring Success and Impact

The results of Clarins’ campaign were staggering. The initiative achieved over 1.2 billion impressions, a 106% increase in brand searches, and 211,000 interactions—proof of the power of well-executed Xiaohongshu Ads. Offline, the distribution of samples in 27 cities not only drove immediate engagement but also fostered long-term brand loyalty. Beyond metrics, the campaign elevated Clarins’ reputation as a socially responsible brand, proving that Business for Good (business for good) can yield tangible benefits.

IV. Lessons for Other Brands

Topkee’s expertise aligns seamlessly with these insights to empower brands in navigating the platform’s unique ecosystem. First, aligning brand values with social causes is no longer optional; it’s a necessity for resonating with today’s consumers. Topkee reinforces this by helping brands craft customized theme schedules that integrate timeliness and social relevance, ensuring content not only highlights brand uniqueness but also taps into current trends and societal conversations. This strategic approach strengthens brand image and expands market share by making brands more relatable and engaging to Xiaohongshu’s discerning audience through targeted Xiaohongshu Advertising.

Second, Xiaohongshu’s ecosystem—from data insights to content formats—provides a robust framework for targeted marketing. Topkee leverages this by offering end-to-end services, including precise Xiaohongshu Ads and data-driven content creation. Their advertising team utilizes diversified ad formats (images, videos, live streams) and precise user targeting to capture attention and boost conversion rates. Simultaneously, Topkee’s data insights analyze KPIs and fan portraits to refine note content and ad strategies, ensuring brands stay agile in their marketing efforts. This combination of creative execution and analytical rigor enables brands to maximize visibility and engagement within dynamic environment.

Finally, authentic community engagement must balance commercial objectives, as users increasingly favor brands that prioritize purpose over profit. Topkee facilitates this through comprehensive social customer service, managing private messages, comments, and @mentions to foster meaningful interactions. By maintaining timely and professional communication, brands can build trust and loyalty while gathering user feedback to refine strategies. Additionally, Topkee’s content creation emphasizes storytelling and platform-native aesthetics, ensuring notes resonate authentically with audiences. Whether through viral product notes or seamless e-commerce integrations, Topkee helps brands strike the right balance between driving sales and nurturing community relationships.

In summary, Topkee’s holistic approach—spanning strategic content planning, precision Xiaohongshu Advertising, and community management—provides brands with the tools to thrive while adhering to its ethos of authenticity and engagement. By partnering with Topkee, brands can transform these lessons into actionable strategies, achieving both traffic growth and long-term brand equity on influential lifestyle platform.

Conclusion

Clarins’ “City Guardian Alliance” exemplifies how brands can harness Xiaohongshu Ads potential to drive growth while making a social impact. By combining trend insights, emotional storytelling, and seamless online-offline integration, the campaign achieved remarkable success. For brands looking to thrive on Xiaohongshu Ads, the key lies in embracing the platform’s community-centric spirit and aligning with the values that matter most to its users. To explore how your brand can replicate this success, consider consulting with a Professional Consultant who can tailor strategies to your unique goals.

Appendix

• Clarins’ Xiaohongshu Campaign Case Study
• Xiaohongshu Marketing Insights
• Intel’s Nomadic Office Campaign
• Clarins: Charity illuminates business, unlocking a new paradigm for summer sunscreen recommendations