Shu Yi × Xiaohongshu Brand Seeding
Planned and executed a Xiaohongshu brand seeding matrix for Shu Yi bubble tea, achieving a 30% viral post rate and 70K+ total engagements — significantly boosting brand awareness and affinity among young consumers.
Client
书亦烧仙草 Shu Yi
Services
Platforms
Date
2024-01
Challenge & Goals
Shu Yi, a leading new-tea brand in China, faced a perception challenge among younger consumers — being seen as "value for money" rather than "quality lifestyle." The brand needed to reshape its image on Xiaohongshu.
Our Approach
FLAME proposed a dual-engine strategy: scenario seeding + authentic word-of-mouth. One engine surfaced diverse lifestyle moments (summer cool-down, afternoon tea check-ins, office energy boost); the other highlighted ingredient quality and brand stories to build emotional resonance.
Key Execution Points
- Selected 60 KOCs across food, lifestyle, campus and workplace verticals
- Developed a unified "quality visual reference kit" ensuring tonal consistency while preserving authenticity
- Prioritized "viral post rate" as the north-star metric, using rapid feedback loops to amplify high-potential content
- Built a branded topic page to aggregate UGC and increase platform indexing
Results
Of 60 published pieces, 18 reached viral status (500+ saves+likes), achieving a 30% viral rate — 3.75× the industry average. Brand topic total engagements exceeded 70K, and Xiaohongshu search index grew 38% post-campaign.
Execution
