Flowers Vasette, a premium Melbourne florist, needed to reach Chinese consumers in Melbourne through Little Red Book (Xiaohongshu), China's leading lifestyle discovery platform. The challenge? Navigate strict platform compliance requirements while building genuine brand awareness within Melbourne's Chinese community. After previous account restrictions, Flowers Vasette required a strategic partner who understood both the technical nuances of Chinese social media marketing and the cultural subtleties of cross-cultural digital marketing.
Key Objectives:
Campaign Focus:
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26,299 views on viral Chadstone store opening carousel post, becoming the #1 performing post and driving significant foot traffic to the new location.
21,015 views on Valentine's Day bouquet inspiration content, establishing Flowers Vasette as Melbourne's premium choice for romantic floral gifting within the Chinese community.
144,732 total page views across 9 months, with consistent audience growth and meaningful engagement.
1,416 new followers gained through an authentic, inspiration-driven content strategy that prioritised cultural relevance over hard selling.
373 hours of total audience engagement time, demonstrating deep content resonance and genuine interest from Melbourne's Chinese-speaking community.
Account reinstatement and platform recognition with Little Red Book, providing free boosting vouchers, signalling full compliance and account health restoration.
61 influencers sourced and 12 successful influencer-supported posts across key campaigns, including Lunar New Year, Valentine's Day, Mother's Day, Graduation Season, and store openings.
Strategic campaign performance:
Platform compliance success: Successfully navigated Little Red Book's strict promotional restrictions through an inspiration-first content strategy, avoiding account penalties while maintaining commercial objectives.
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