Bestore × Dual-Platform KOL Matrix
Planned and executed a Xiaohongshu + Douyin dual-platform KOL/KOC matrix for Bestore snacks, driving 60M+ total views and a 212% brand topic inclusion rate.
Client
良品铺子 Bestore
Services
Platforms
Date
2024-06
Challenge & Goals
Bestore aimed to strengthen brand equity ahead of peak season — building a "premium snacks" category perception simultaneously on Xiaohongshu and Douyin, while converting this awareness into measurable e-commerce sales.
Our Approach
FLAME proposed a differentiated dual-platform content strategy: Xiaohongshu for deep product seeding and emotional resonance via authentic KOC reviews; Douyin for explosive reach through KOL ignition followed by KOC amplification.
Content Matrix
- Xiaohongshu: 80 lifestyle KOCs creating deep-dive content around "office snack" and "healthy light meal" themes
- Douyin: 10 million-follower food KOLs launching a branded challenge, driving organic UGC virality
- Unified visual language and core tagline ensuring cross-platform brand consistency
Results
The campaign generated 60M+ total views, with brand-related topics achieving a 212% platform inclusion rate — creating a measurable spike in search volume and contributing to a 35% YoY sales lift across channels during the peak period.
Execution
