The Power of Influencer via Xiaohongshu Marketing: ICONSIAM collaboration with Chinese influencers on Xiaohongshu (RED) to promote the ICONIC Songkran Festival 2023.
Background: Celebrating the Thai New Year
The ICONIC Songkran Festival 2023 is an exciting event that celebrates Thai traditions and the Thai New Year. From 11 to 17 April 2023, ICONSIAM hosted a range of activities and performances to immerse visitors in the joyous atmosphere of Songkran.
To expand brand awareness to the Chinese market and to drive more traffic to the event, ICONSIAM collaborated with Chinese influencers in China and in Bangkok on the popular social media platform Xiaohongshu, also known as RED (小红书; literally: ‘Little Red Book’).
Why Xiaohongshu Marketing is vital?
RED is a Chinese social media platform dominated by young female cosmopolitan lifestyle users, and is often seen as a combination of Pinterest and Instagram. It has over 200 million monthly active users in Mainland China and more than 3.5 million overseas Chinese in Malaysia, Singapore, Hong Kong, Thailand, and Australia.
By partnering with Chinese influencers on RED, ICONSIAM leveraged on the influencers’ large followings and credibility with their audience to promote the event and the brand. These influencers created engaging and authentic content that showcased the event’s highlights and the unique Thai culture that visitors could experience at ICONSIAM’s Songkran Festival.
In addition, by working with influencers who are either based in Bangkok or have knowledge of the local culture, ICONSIAM could ensure that the content created was relevant and resonates with the target audience. This helped to increase the effectiveness of the influencer marketing campaign and drive more traffic to the event.
View More: ICONSIAM RED Account
ICONSIAM Content on Xiaohongshu:
Content created by Chinese influencers on RED:
Xiaohongshu Marketing – A Good Strategy For ICONSIAM
Overall, the use of influencer marketing through RED was a good strategy for ICONSIAM to promote the ICONIC Songkran Festival 2023 and attract more Chinese visitors to the event. By partnering with the right influencers and creating engaging content, ICONSIAM can expand its brand awareness and reach a wider audience, ultimately driving more traffic to the event and generating positive results for the brand.
If you are looking to expand your brand awareness and reach a wider audience through influencer marketing, don’t hesitate to contact us today. MCN Asia is ready to help you find and engage the right influencers for your campaign, and create engaging and authentic content that resonates with your target audience.
More on Xiaohongshu: