Too late? How can small and medium-sized brands plan their presence on Xiaohongshu for Women’s Day?

There is not much time left until Women's Day. Is it too late for brands to make plans now? For those who enter the market late, they can make targeted strategies and lean towards "self". For brands that have already entered the market, they can make precise plans. This article mainly discusses how to plan for Women's Day from four aspects, hoping to help you.

There is less than half a month left until Queen's Day. Is it too late to do brand festival marketing now?

For brands that enter the market late, the marketing note content strategy can be targeted towards "self" in order to maximize the overlap with the upcoming Women's Day.

As for brands that have already joined the market, how can they evaluate marketing effectiveness and adjust marketing strategies? For brands that have not yet joined, how can they enter the market accurately and in a planned manner?

This issue will discuss with you from four aspects.

01Festivals stimulate consumption

There are more and more single women, and they are becoming a consumer force that cannot be ignored. However, for brand marketing, it is not enough to have only single women.

The rapid development of the "she economy" has made Xiaohongshu, as a content-seeking community, equipped with a "marketing gene" - 70% of users are female, 72% of users are born after 1990, and 50% of users are in first- and second-tier cities.

Searching the data of Women's Day on Xiaohongshu in 2022 shows that the starting point is around February 10. In other words, a month of preheating is necessary. At the same time, during the 38 period, the number of notes associated with Women's Day from February to March increased by 180% year-on-year.

• Hot search keywords for Women's Day: activities, gifts, gifts for mothers
• Products: bouquets, skin care products, bags, makeup, cakes, handicrafts

(Source: Xinhong Data)

If we look at the overall market from a macro perspective, we will find that categories such as beauty and personal care products are highly sensitive to nodes, and the number of notes and interactions will show a significant increase with holiday marketing.

(Source: Xinhong Data)

The role of festival marketing: stimulating consumption

Looking at the popular marketing festivals in 2022, Queen's Day is definitely in the top ten, even higher than 618. More and more brands are exploring and formally focusing on contemporary women, targeting the environment and stage in which women live, standing on the same level as women to convey brand attitudes and show brand value to consumers.

02 How do businesses plan on Xiaohongshu?

(Source: Insight Data)

1. Marketing strategy

• Suggested start time: mid to late February
• Marketing cycle: Based on the long-tail traffic of Xiaohongshu, it can be extended to 1 month.
• Marketing goals: Setting goals involves two key decisions - determining marketing priorities and setting performance goals.

On Xiaohongshu, traditional selling ideas can be tried, but they won’t last long. Since the March 8th marketing cycle is short, the goals set cannot be too ambitious.

It can be formulated mainly from these three aspects:

1) Goal: selling products, promoting products, ROI, and attracting traffic

How much do you want to achieve: ROI investment.../Brand word improvement...

2) Time period: 1 month

3) Festival marketing keywords: women’s power, women’s growth, cross-border, diverse individuals

(Source: Insight Data)

2. Implementation methods

Xiaohongshu has a closed loop outside the site, planting grass on the site + pulling grass at the Tmall venue

Since the hot search terms on Xiaohongshu have stronger interactive properties, users will use Xiaohongshu to search for content in advance, and when they see something they like, they will open off-site e-commerce platforms such as Taobao or Tmall to buy it.

Another thing is that when users click on the landing page in Xiaohongshu, they will jump to the off-site e-commerce platform in response.

The closed loop within Xiaohongshu can be divided into two paths

1. Path 1: Search-Browse-Interaction-Conversion, which requires brands to focus on enhancing SEO and seeding content
2. Path 2: Browse-Interact-Convert, which requires brands to focus on seeding content and information flow

3. Estimation of advertising costs

The problem that gives major brands a headache is that although they know the importance of Xiaohongshu in marketing as a content-seeking platform, they are unable to directly measure its overall impact on the company's business and the cost of its delivery.

To put it simply: where does the money I spent on Xiaohongshu go?

Reference method:

① Strategic cooperation between Xiaohongshu and Taobao Alliance, closed-loop verification outside the site

(Source: Xiaohongshu official information)

②Search UV (Unique Visitor) value and search cost

Search UV value = (search increment * search conversion rate * average order value) / search increment

Analogous to the UV value of Taobao stores, "search" is the core behavior on Xiaohongshu, which can directly measure the degree of grass-seeking. So we can focus on the search UV (unique visitor) value.

Within the site, the increase in SEO and the number of notes can be directly reflected. The larger the search increment, the higher the degree of grass-planting, and the higher the conversion value. Outside the site, you can query the store backend to see whether the search increase is consistent with the effect evaluation of the launch stage.

Search cost:

Search cost = (promotion cost + advertising investment cost) / search increment

This is easy to understand. It is mainly used when launching a campaign. After one stage is over, the search value and search cost are calculated in time, the relationship between the two is compared, and the next stage is planned.

• Search cost < search value: can continue to advertise
• Search cost > search value: reduce the amount of advertising

03 How to make phased layout?

1. Water storage period

Purpose: Accumulate volume and exposure + test

Content is an important carrier of Xiaohongshu. Only by publishing relevant notes to accumulate volume and achieve exposure can there be follow-up actions.

While publishing notes to accumulate popularity, you can also use data feedback to test what kind of note content has the potential to become a hit.

Time reference: 2.6-2.24

Content Strategy:

① Enterprise accounts can publish product notes to introduce products, pre-launch prize draws, and event preview prize draws to attract users

②Simultaneously select bloggers for cooperation

• Cooperation fit: Consider whether the fit of the blogger’s field and the fit of the user portrait are consistent with the brand product positioning.
• In terms of scale selection: In the first stage, volume is prioritized. You can choose to cooperate with high-quality amateurs + junior experts, and use product replacement or low-cost investment for accumulation and testing.
• Content type: Given that users will search on Xiaohongshu in advance during this period, and have a strong tendency to stock up and concentrate on copying homework, content such as guides and lists will be more suitable.
• Schedule planning: From communication to confirmation of cooperation, at least one week should be reserved for this process. If the blogger has excellent data, the schedule may need to be advanced by one month. Otherwise, the content released will not keep up with the planned time, and the rhythm of the later stage will also be chaotic.

During this period of time, you can also communicate with mid-level bloggers about their schedules and prepare for the next stage.

What to test?

① Test whether the product is suitable for the target users

② Test whether the blogger’s tone matches the product

③Test the effect of content format

During the test, we can sort out SOPs for notes that perform better to improve team efficiency and save time for the next stage.

Budget ratio:

• Content investment 40%~50%
• Information flow proportion 20%~30%
• Keyword weight 40%~50%

Traffic strategy:

• Information flow targets the target group, widely reaches the target consumers, and completes the expansion of potential groups
• Keyword category positioning, lock in intended consumer groups, and display high-potency notes
• Plan daily delivery words + brand words + 38 related words

2. Warm-up period

Purpose: High-quality content investment + basic output

Time reference: 2.20-3.3

Content Strategy:

① Enterprise accounts can publish product notes to introduce products, pre-launch prize draws, event preview prize draws, and limited-time product promotions to attract users

②Simultaneously select bloggers for cooperation

• Compatibility: Consider whether the compatibility of the blogger’s field and the user portrait is consistent with the brand product positioning.
• Scale selection: high-quality amateurs + junior experts + a small number of mid-level bloggers to achieve more exposure. You can consider re-investing in bloggers with excellent data performance.
• Content type: Still sharing single product displays, guides, and lists
• Schedule planning: The collaboration with talents in the first phase will be followed up in real time, and any problematic schedule issues will be resolved in the second phase as much as possible.

Budget ratio:

• Content traffic 50%~60%
• Information flow accounts for 30-40%
• Keyword weight 50%~60%

Traffic strategy:

• Targeted information flow reaches target consumers widely and expands potential population
• Keyword category positioning, lock in intended consumer groups, and display high-potency notes
• Plan daily delivery words + brand words + 38 related words

3. Harvest

Purpose: Search and harvest, occupy the mind

Based on the e-commerce activities of Women's Day, the platform will carry out pre-sale activities, and if Xiaohongshu wants to achieve the effect of grass-planting conversion, the release of notes must have a peak.

Time reference: 2.17-3.8

Content Strategy:

① Enterprise accounts can publish product notes to introduce products, hold lucky draws, and hold limited-time product promotions to attract users

②Simultaneously select bloggers for cooperation

• Cooperation fit: Consider whether the fit of the blogger’s field and the fit of the user portrait are consistent with the brand product positioning.
• Scale selection: accumulate content from junior experts + harvest traffic from mid-level bloggers, and consider reinvesting in bloggers with excellent data performance
• Content type: Still sharing single product displays, guides, and lists
• Schedule planning: real-time follow-up
• Live streaming: Live streaming by experts to gain fans and traffic; live streaming by corporate accounts to directly convey brand and product tone

Budget ratio:

• Content investment 30%~40%
• Information flow proportion 50~60%
• Keyword weight 50%~60%

Traffic strategy:

• Targeted information flow reaches target consumers widely and expands potential population
• Keyword category positioning, lock in intended consumer groups, display high-value notes, and promote e-commerce channel conversion
• Plan daily delivery words + brand words + 38 related words

4. Maintenance period

Purpose: Public opinion monitoring and product promotion maintenance

At this stage, consumers should have received their purchased items, and some will share their unboxing experiences. At this time, in addition to updating content as usual, brand corporate accounts also need to pay more attention to product public opinion.

Time reference: 3.9-3.21

Content Strategy:

① Enterprise accounts can publish product notes to introduce products and repost bloggers’ popular articles.

②Simultaneously select bloggers for cooperation

Cooperation fit: Consider whether the fit of the blogger’s field and the fit of the user portrait are consistent with the brand product positioning.

• Level selection: high-quality amateurs + primary talents
• Content type: unboxing, review, sharing of good things
• Schedule planning: resume daily content release planning

Budget ratio:

• Content investment 30%~40%
• Information flow accounts for 30%~40%
• Keyword weight 20%~30%

Traffic strategy:

• Targeted information flow reaches target consumers widely and expands potential population
• Keyword category positioning, lock in intended consumer groups, and display high-potency notes
• Plan daily advertising words + brand words

Of course, the layout strategies provided above are for reference only. Copying homework does not mean that you can get it right. Brands need to focus more on 4P [Product, Price, Promotion, Place] and constantly try, summarize, adjust, and summarize again in the process of marketing on Xiaohongshu.

04 Reference for Xiaohongshu Queen’s Day advertising case

Next, let’s analyze Bananain’s marketing rhythm for Women’s Day last year.

Case 1: Bananain

Excluding Valentine's Day marketing, our time period is from February 14 to March 20. During this period, there are 105 articles related to the brand, with a total reading volume of approximately 3.8 million+, a total interaction volume of 150,400+, 20 business notes, and 15 explosive articles.

(Source: Xinhong Data)

(Source: Xinhong Data)

From the analysis of the new red data, it can be seen that at the end of February, the number of Bananain notes increased significantly, with a peak in the number of notes on February 28. At the same time, the number of notes continued to rise from March 7 to March 20, and the peak of new notes was maintained on the 17th and 18th.

The yellow line represents the increase in interaction volume. The interaction volume soared on March 5, reaching 4.77 on that day. During this stage, the level of influencers was mainly amateurs and junior influencers, followed by a small number of mid-level and top influencers.

(Source: Xinhong Data)

The main categories include clothing and dressing, beauty, and food, with a relatively high proportion.

Phase 1: February 14 to February 21

At this stage, the number of relevant notes was 22. The brand enterprise account kept updating, gradually increasing the number of notes and improving product exposure. The first small fluctuation in the amount of interaction appeared on 2.20.

(Source: Xinhong Data)

Phase 2: February 22 to March 1

It can be said that this is a stage when note delivery is more concentrated.

On February 26, the brand’s corporate account simultaneously used the underwear advertisement “Soft and Powerful” featuring Zhou Dongyu, the winner of three major film awards. Basically, each advertisement had more than 2k interactions. This highlighted the core selling point of soft support bras in the process of breaking the circle and once again attracted more people and occupied the minds of consumers.

(Photo source: Xiaohongshu Jiaonei Enterprise Account)

At the same time, I cooperated with several junior experts on business notes. After the popular articles appeared, I invested in them and there were second and third ups and downs.

As well as cooperating with some mid-level and top-level managers, we output product selling points in the form of personal experiences and outfit sharing.

Phase 3: March 2 to March 9

Brands concentrated on increasing the number of notes, with 54 related notes. On March 5, the hot article with the highest number of interactions appeared. It came from a top influencer with 570,000 followers. This hot article achieved efficient exposure and harvesting before the event, and the interactive guidance in the comment area highlighted the price advantage.

Phase 4: March 10 to March 20

At this stage, the March 8th event has ended, and the number of brand notes has basically stabilized, but I personally think there are still some unboxing notes from ordinary people after receiving the goods. After all, judging from the volume and classification of notes posted, passers-by account for nearly one-third.

Summarize:

Based on the long-tail traffic of Xiaohongshu, underwear is an indispensable item for women in daily life. The hot articles that appear in the early testing can be released until the end of the event. Until the end of the event, a small peak will be formed. At this time, high-quality content can continue to be heated up.

Case 2: Sujiliangpin

Let's take a look at Sujiliangpin, which has successfully seized the "technical underwear" track. In the period from February 14 to March 20, there were 134 related notes, 125w+ readings and 7w+ overall interactions on Xiaohongshu, and the average CTR of brand projects reached 4.8%.

(Source: Xinhong Data)

It ranked first in the underwear category at the 3.8 node of the e-commerce platform, with sales increasing 3.5 times year-on-year, successfully achieving both product quality and effect.

(Source: Xiaohongshu - Xiaohongshu advertising & e-commerce channel search trends)

From the perspective of Sujiliangpin's note placement, it was mainly concentrated from February 28th to March 15th. The highest peak of note interaction occurred after the holiday, with 16,400 note interactions on that day. Among the notes, non-commercial notes accounted for a high proportion, with a ratio of nearly 9:1. Most of the placement experts were junior experts and amateurs.

(Source: Xinhong Data)

Phase 1: February 14 to February 21

Compared with the number of notes on Banana, Suji Ryohin has 1~2 more notes per day. The content on the corporate account is mostly scientific and popular. The data of this type of notes is obviously more popular than the notes showing outfits.

(Photo source: Xiaohongshu Sujiliangpin Enterprise Account)

Phase 2: February 22 to February 28

During this stage, the amount of notes increases, and the content mainly focuses on food, followed by dressing up.

(Source: Xinhong Data)

There was a small peak on February 26th, when a mid-level expert produced a hot article with over 20,000 interactions.

Phase 3: March 1 to March 9

During the intense stage of the activity, the brand's actions were relatively concentrated: brand live broadcast + reward notes + expert cooperation + information flow delivery. The peak was reached on March 2, with a note with more than 60,000 interactions.

The enterprise account simultaneously launched a gift-giving campaign to further attract potential consumers and increase fan stickiness.

(Photo source: Sujiliangpin Enterprise Account)

Phase 4: March 10 to March 20

8 business notes were released. During this period, a small peak appeared on March 16, which came from a popular article with pictures and texts by a junior expert.

Different from the release rhythm of Bananain, the focus of Suji Ryopin is on the second half of the event, and the content format is mainly picture and text notes. However, in view of the previous two peaks of popular articles, it has already occupied the minds of consumers.

Summarize

If brands want to harvest traffic during the holidays, they need to reach a peak in early March. Laying the groundwork for high-quality content in the early stages is essential. In the early stages, you can conduct small-scale tests with notes, and in the later stages, release high-quality content. Enterprise accounts that produce more graphic and text content will be more popular.

Brands that entered the market late do not need to worry too much. They can seek progress while maintaining stability and break free from limitations in "female marketing".

We hope this article can help provide ideas for businesses marketing on Goddess Day. We suggest you forward it to your friends.
Author: Zhuang Jun

Source: WeChat public account "Zhuang Jun (ID: zhuangjunweixin)"