How We Boosted Sentosa’s Brand Awareness through Targeted Xiaohongshu Ad Campaigns
Sentosa launched a strategic campaign on Xiaohongshu to promote Valentine’s Day experiences to Chinese tourists. The primary challenge involved overcoming modest follower growth and low engagement on the brand’s official account despite its mission to provide high-quality leisure content. The strategy utilized targeted Xiaohongshu SEM and in-feed placements focusing on affluent travelers in Tier 1 and Tier 2 cities in China. The campaign successfully delivered 2.2 million impressions and achieved a Cost per Engagement that was 66% lower than the established KPI.
WHAT WERE THE CHALLENGES?
The brand sought to increase its share of mind and position Sentosa as the premier romantic destination in Singapore for Valentine’s Day celebrations among affluent Chinese tourists. However, the official Sentosa Xiaohongshu account experienced slow follower growth and stagnant engagement rates, hindering the organic reach of its leisure-focused content. Consequently, the brand faced the challenge of generating immediate traffic and elevating its market positioning among travelers from China’s Tier 1 and Tier 2 cities during the competitive Valentine’s season.
WHAT HAVE WE ACHIEVED?
Cost per Engagement lower than KPI
HOW WE DID IT?
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As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.