Haidilao
Xiaohongshu marketing campaign for Haidilao's new retail products in the Australian market, turning online buzz into offline sales
About Haidilao
Haidilao is a world-renowned hot pot brand founded in 1994, known for exceptional service and high-quality dining experiences. With thousands of restaurants globally, Haidilao has built extremely high trust among overseas Chinese communities. Beyond their restaurants, Haidilao offers a range of retail products including hot pot soup bases, ready-to-cook meals, and instant foods. This campaign marked Australia's first attempt to leverage new media to establish local online consumption scenarios for the brand's retail products, bringing the beloved Haidilao taste directly into Australian homes.
The Challenge
Haidilao needed to build online presence for their new retail products in Australia. The goal was to drive product awareness through content seeding, increase brand voice online, and convert visibility into actual purchases - taking products from 'being seen' to 'being bought'.
Our Solution
A strategic approach to transform Haidilao's digital presence
KOL Selection
Partnered with diverse influencers across parenting, food, lifestyle, and restaurant review niches to ensure broad yet targeted reach.
Content Strategy
Created short-form video content showcasing easy cooking processes and taste-test scenarios, tapping into the 'lazy economy' trend.
Lifestyle Integration
Focused on relatable daily scenarios - after-work meals, family dinners, friend gatherings, and weekend home cooking moments.
The Results
The campaign achieved exceptional results with 40+ high-quality content pieces, generating 1,000,000+ impressions, 110,000+ reads, and 7,500+ engagements. Nearly 40% of content became viral hits, successfully driving product awareness and sales.
Campaign Highlights
Services Delivered
Related Case Studies
