How to promote a new product? 3 steps to make it a hit!

To explore how a new product can quickly become a hit, this article takes the Xiaohongshu marketing strategy of the pet health brand Pointe as an example, and analyzes in detail the effective method of making a new product a market hotspot through market insights, delivery strategies and content layout in three steps, hoping to provide a practical promotion guide for brand marketers.

As the "pet economy" continues to heat up, more and more pet brands are focusing on Xiaohongshu as a key marketing platform. Therefore, it is crucial for brands to formulate appropriate brand content seeding marketing strategies, reach a wider range of consumers in multiple dimensions, and trigger emotional resonance among pet owners.

Recently, we noticed that the pet health brand - Pointe, has a huge amount of content on Xiaohongshu's grass-roots notes. Therefore, this issue analyzed the grass-roots content of the "pet deworming track". The following article will focus on the promotion of new products online, and teach you step by step how to turn a new product into a hot product in 3 steps!

From a brand perspective, the core goals of seeding mainly consist of two parts:

1. The product is seen by more users: the output content is highly consistent with the user's reading interests, captures the user's field of vision, is judged as high-quality content by the platform, and receives traffic push from the platform.
2. Get users to buy products: Based on the traffic exposure of the notes, make people who see the content excited about the products and want to learn more about them, thus forming a strong brand awareness.

If a brand wants to achieve the goal of promoting products, it needs to output diversified content to cover a wider user group. "Pointe" is a typical case. The following are the three specific steps for product promotion:

Step 1: Market insights that “must be done”

The first step in brand promotion is to gain market/category insights. This step can quickly help you understand the market environment and competition in your category, and provide auxiliary judgment for the subsequent marketing strategy.

From the perspective of the entire deworming market, based on the emotional value and companionship brought by pets, the status of pets such as cats and dogs in the family continues to improve, the trend of pets becoming family members becomes more prominent, and users pay more attention to pet health issues.

As an important branch of pet health, pet deworming is gaining more and more attention from users. The basic characteristics of the entire deworming track are mainly:

1. Divided into cats and dogs (as shown below), judging from the keyword search index, the demand for cat deworming is greater than that for dogs;

2. Internal and external. (As shown below) There are different types of anthelmintics, including internal anthelmintics, external anthelmintics, and both internal and external anthelmintics.

3. In stages, (as shown below) as time goes by, the popularity of deworming is getting higher and higher, and summer is the peak season for deworming;

If a brand wants to reach a wider range of users and improve the conversion rate of its products, it must have a deep insight into the psychology of these users in terms of content layout.

Pet owners with relevant search needs will conduct product segmentation searches based on their specific pet types, such as "cat deworming" and "dog deworming".

Users who don’t keep pets basically don’t have search needs. They mainly focus on scenes and emotional resonance, and pay attention to the acquisition of emotional value. Cute pet life, cute pet daily healing notes and plot notes are more popular with them.

Overall, the insect repellent market is mainly based on category searches, and users’ awareness of related brands is not high.

Users lack awareness of pet deworming, and the search volume in the pet deworming market only accounts for about 10% of the essential pet food. All brands entering the market have a chance of success.

Step 2: How can a new product become a hit?

Pointe is a professional pet medicine brand. Its deworming products are relatively affordable and very effective. Its main deworming products include external deworming, internal deworming, and internal and external deworming.

Quickly boost user awareness

Since its launch in August last year, Pointe*Dipai internal and external drive products have always occupied the core position of brand seeding. The following is a simple analysis of the rhythm of note placement under the keyword "Dipai internal and external drive":

(Data source: Huitun Data)

In the early days of the brand’s launch, in addition to launching new product trial activities through linkage with other pet category brand accounts, it also teamed up with a large number of cute pet category head and waist bloggers to output high-exposure notes, trying to accumulate a large volume for this product and establish product awareness in a short period of time through blogger endorsements + plot-based exposure content.

From September to November 2024, while maintaining the output of highly exposed content, the brand began to output insect repellent content, stocking lists and user product usage feedback content, trying to convert exposure traffic into product sales.

Overall, brands want to quickly increase the popularity and user awareness of their products in a short period of time, strive to boost product sales during major promotional events, and completely open up product sales channels.

Brand card on the insect repellent track user recognition top position

The search keywords "Pointe" and "Pointe Deworming" and its upstream keywords mainly include "cat deworming", "cat deworming", "deworming medicine recommendation", "dog deworming", etc., which shows that it has stuck to user cognition.

(Image source: Xiaohongshu Spotlight)

Dogs spend significantly more time outdoors than cats, and have a greater need for deworming. The placement of deworming medicine is relatively natural, but users and bloggers on Xiaohongshu pay more attention to cat-related content, and cat-related content is more popular. Therefore, the layout of Puant Deworming Medicine is mainly aimed at cat owners and online cat owners, and more than 67% of the output notes are related to cat raising.

Video notes are more likely to become popular in the pet category. Video notes, which only account for about 27% of all notes, account for more than 90% of the interaction volume.

In addition, from the perspective of time nodes, the Pointe brand will increase or decrease the output of related content before major promotion nodes, such as "618" and "Double Eleven", and will also increase the output of investment notes to help products sell well during the nodes.

Step 3: Traffic password for explosive articles

The third and most critical step of brand promotion is content layout. This step can directly help you get results.

Puante's content layout is roughly based on the following four user perspectives:

01 Cloud pet users: focus on entertainment content and gain emotional value

Establish users' initial understanding of the product and allow brand-related content to cover more user groups.

The underlying logic:

Cute pets are the biggest factor in attracting users to watch content. By using entertainment-oriented notes that are more likely to become hits and assisting in information flow promotion, user awareness of the product can be quickly increased.

4 ways to plant grass:

(Source of the above pictures: Xiaohongshu)

02 Users who are about to keep pets: Learn about pet-related knowledge and prepare

This type of user is about to get a pet and is learning about pet-related knowledge. Generally, there are two types of notes: collections and useful information.

(Image source: Xiaohongshu)

03 Pet owners without insect repellent awareness: knowledge learning and product selection

This type of user already has pets but has no awareness of deworming, is unfamiliar with the deworming field, and is in the process of choosing products. There are two common types of notes: dry goods and collections.

(Image source: Xiaohongshu)

04 Pet owners who are aware of deworming: Learn about deworming and make scientific choices

This type of user already has pets and is aware of deworming. They are learning about deworming and making scientific product choices. There are four common types of notes: popular science, evaluation, purchase guide, and brand activities.

(Image source: Xiaohongshu)

In addition, Pointe has made a large investment in content investment, with the proportion of note investment reaching 44%. The main types of note investment are valuable notes and emotional notes. From this, we can see that the purpose of note investment is mainly to increase product exposure and promote product sales growth.

The content of Puant Antiparasitic Drug takes into account "entertainment + practical information + science + products", and outputs content from multiple angles to attract users' attention.

Deeply operate content from the aspects of vision, scene, interaction and delivery to help Puant’s anthelmintic medicine achieve great growth.

Brand placement "case closed"

Through the above series of analyses, we can conclude that there are certain differences in the core content output by brands for different groups of people.

1. People who already have pets and are aware of deworming (they will actively search for deworming products and choose suitable products to purchase);

Content: Product recommendations to help users make purchasing decisions; insect repellent product recommendations/insect repellent effects of different products/brand promotions, etc.

2. People who already have pets but have no awareness of deworming, have a need for deworming, and are potential users of deworming drugs;

Content: Establish product awareness and promote the product; explain the symptoms of parasitic infection/types and hazards of parasites/necessity of deworming/recommendation of deworming drugs, etc.

3. Those who are about to get pets and are potential users of anti-insect products;

Content: Build user product awareness and promote product recommendations; cute pet videos with emotional value to build product awareness; “Pet deworming for beginners” practical tips/lists, popular science knowledge, etc.

4. Raise pets in the cloud, no product usage required;

Content: Expand the user range of product awareness; healing cute pet videos, plot-oriented cute pet short plays/animations.

The shortcomings of "Pointe" in content layout:

1. High-exposure content is mostly entertainment-oriented, targeting a relatively wide range of people, and has a low success rate;

2. There is a relative lack of content that addresses key pain points, and the notes are not targeted enough. Users are unable to accurately determine whether their pets need deworming, and their willingness to purchase the product is low.