xiaohongshu.com, as data

With lip care as a basic necessity during the dry and harsh winter season across China, lip balm becomes an essential item for many Chinese during this period. American skin care brand Burt’s Bees, with its hit lip balm product, saw an opportunity to tap on the burgeoning Chinese market and connect with its consumers during a critical sales season, Singles’ Day.Turning to Xiaohongshu, where searches for "lip balm" typically surge in the September-January time frame every year, reflecting high user demand, Burt’s Bees launched a campaign aimed at increasing brand awareness and driving sales conversion.It was a highly successful campaign — during the campaign period, average daily searches for "Burt’s Bees lip balm" in e-commerce channels increased by more than 7 times, and the number of people who favorited the item and added it to their shopping cart increased by nearly 50%.So how did Burt’s Bees carry out this campaign?First of all, the brand focused on its lip balm products, mainly promoting its hero product "Beeswax Lip Balm" that already has a certain level of recognition among consumers, and only tacking on its latest products in other categories such as its new hand cream.Given the fact that were already many posts on Xiaohongshu about the "Beeswax Lip Balm", Burt’s Bees just needed to maintain the product’s level of popularity — which it did by getting some influencers to create content. As for the new "Cooling Eucalyptus Rescue Balm", since it was still new to the market and there wasn’t much content on Xiaohongshu, Burt’s Bees spent more budget to work with more influencers to create quality content detailing benefits about the product. Coupled with search advertising to increase exposure, these posts went viral.Secondly, the brand set out to improve brand awareness — making sure to add brand education-related content in posts, introducing brand values such as its focus on mainly natural ingredients, and increasing visibility of the packaging interspersed with the "bee" symbol to increase brand recall.During the Singles’ Day season, Burt's Bees focused on brand and product-related keywords, promoting the latest posts and allowing users to get to know the most updated content. At the same time, the brand carried out real-time monitoring of trends on Xiaohongshu, dynamic allocation of budgets for different keywords on the search page, as well as cost-effective interception of traffic towards the product category.In addition, Burt's Bees also formulated a coordinated launch plan for Xiaohongshu and e-commerce platforms during this season, dynamically adjusting its content delivery within one month before Singles' Day. From 10-20 October, the focus was on marketing through Xiaohongshu, while from 21 October-11 November, Burt's Bees also stepped up marketing through e-commerce channels to create synergies. The surge in traffic on Burt’s Bee’s e-commerce channels then reflected the impact of marketing through Xiaohongshu. With its campaign on Xiaohongshu, traffic increased significantly to these sales channels, which drove the actual sales conversion of the brand products.Eventually, through synergies created by resonance inside and outside of the platform, during the promotion period average daily searches for "Burt's Bees' Lip Balm" increased by more than 7 times while the keyword "lip balm" increased 3 times. Attention on the brand far exceeded the category average, as testament to the results of the marketing campaign.