Tencent Licaitong · Full-Service Xiaohongshu Campaign Marketing
A dual-track campaign around key financial-planning moments delivered a breakout-post rate far above the industry average and built a content-seeding presence for a mass-market wealth-management product.
Background and Challenge
The mass-market wealth-management product needed a concentrated surge in visibility during financial-planning moments and major promotions. Financial content faced strict review and compliance constraints, while Xiaohongshu users were highly sensitive to hard-sell advertising. The brand had to capture campaign traffic without damaging its long-established brand tone.
Solutions
A full-service Xiaohongshu campaign: build a dual-track content plan around financial-planning trends, create content with a multi-layer creator matrix, develop a reusable library of high-performing topics, and continuously optimize through real-time data reviews while amplifying organic traffic within compliance requirements.
Delivered Outcomes
The dual-track campaign generated more than 30 million impressions and a 58.6% breakout-post rate, far above the industry average, creating a sustainable Xiaohongshu content-seeding presence for the mass-market wealth-management product.
Case Highlights
- Service type: China Content Operations
- Client industry: Fintech
- Dual-track campaign impressions：3000W+
- Breakout-post rate：58.6%
The figures shown apply only to the disclosed project and measurement method. They are not a promise of results for other projects.
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