How We Built Hype and Drove O2O Conversion for Tamjai in the 5.1 Xiaohongshu KOL Campaign
Tamjai Samgor and Tamjai Yunnan sought to engage mainland Chinese tourists prior to the 2026 May Golden Week. The primary challenge involved managing dual brands competing for the same pre-trip window. To overcome this logistical barrier, the campaign created platform-native, scenario-based narratives for each brand, while utilising seeded UGC triggers and conversion strategies to boost engagement and anchor redemption. This synchronized execution successfully generated over 749K combined impressions, achieving 71% CTR and 81.9% ER for top-performing posts.
WHAT WERE THE CHALLENGES?
The brand sought to build digital hype, maximise code redemptions, and capture mainland tourists ahead of the May Golden Week. However, executing a synchronized campaign for two brands targeting the same moment introduced a high risk of message overlap and diluted brand positioning. Capturing consumer attention also presented a logistical barrier because mainland visitors typically finalize travel itineraries before arrival, leaving a heavily compressed pre-trip window. Furthermore, translating high digital engagement and online social buzz into physical store visits proved difficult without an immediate online-to-offline operational conversion mechanism.
WHAT HAVE WE ACHIEVED?
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.