Driving Festive Footfall Through Xiaohongshu: A Christmas Influencer Campaign for Singapore Shopping Malls
How we leveraged creator strategy and festive storytelling to drive awareness and engagement among Chinese consumers?
Campaign Background
For Singapore shopping malls, Christmas is one of the most competitive periods of the year. Beyond in-mall decorations and offline activations, the key challenge lies in amplifying festive experiences through digital platforms, particularly among Chinese consumers who rely heavily on social discovery when planning leisure and family activities.
For the Christmas season, we partnered with Tanglin Mall and Great World to design and execute a Xiaohongshu influencer marketing campaign that transformed offline festive installations into high-impact digital content, driving awareness, engagement, and destination appeal.
Campaign Objectives
The campaign was designed with three clear objectives:
Ø Increase festive visibility among Chinese audiences in Singapore
Ø Position Tanglin Mall and Great World as must-visit Christmas destinations
Ø Drive authentic engagement through lifestyle-led influencer storytelling rather than direct promotional messaging
Influencer Strategy & Content Framework
Creator Selection Strategy
Rather than focusing solely on follower size, we adopted a curated creator selection approach, prioritising relevance, and content performance.
Key selection criteria included:
Strong engagement history on Xiaohongshu
Ø Content alignment with family, lifestyle, and Singapore living themes
Ø Audience demographics concentrated among women aged 25–44
Ø Proven ability to create immersive, experience-driven video content
Family and parenting creators were intentionally included, as they play a key role in influencing weekend activities, festive outings, and destination decisions.
Content Direction
Content was structured around experience-first storytelling, highlighting:
Ø Artificial snowfall moments
Ø Large-scale Christmas installations
Ø Family-friendly interactions and photo opportunities
Creators were guided to document their real experiences on-site, ensuring authenticity while maintaining a consistent festive narrative across all posts.
The focus was on visual immersion and emotional resonance, positioning the malls as seasonal destinations rather than retail spaces.
Strategic Learnings
Several key insights emerged from the campaign:
Ø Seasonal experiential content significantly amplifies organic reach on Xiaohongshu
Ø Family and lifestyle creators drive deeper engagement for shopping mall campaigns
Ø Visual spectacle combined with authentic personal narratives delivers the strongest performance
Ø Soft storytelling outperforms direct promotional messaging for destination-led campaigns
These learnings form a replicable framework for future seasonal, event-based, and destination marketing campaigns.
Campaign Execution
We executed a Xiaohongshu influencer campaign for Tanglin Mall and Great World to drive festive visibility during the Christmas season.
The strategy focused on persona-led influencer selection, curating family & parenting, lifestyle, and urban working professional creators to align with each mall’s target audience. Content was designed around authentic visit scenarios — festive vlogs, family outings and shopping experiences — to naturally showcase Christmas décor, dining and overall mall ambience, rather than hard promotional messaging.
Our team managed the campaign end-to-end, covering influencer coordination, content direction and posting management, ensuring consistent brand positioning while preserving creator authenticity.
Campaign Performance & Results
The campaign delivered strong results across both malls, validating the effectiveness of persona-driven influencer marketing for seasonal retail campaigns.
For Great World, individual posts achieved approximately 7.7K–16K exposures, with cover tap rates outperforming platform benchmarks and high-quality engagement across likes, saves, shares and comments. Family and lifestyle creators performed particularly well in driving saves and longer view durations.
For Tanglin Mall, festive snowfall and décor-focused content generated strong visibility and engagement, reinforcing its positioning as a must-visit Christmas destination within a boutique, neighbourhood mall context.
Overall, the campaigns demonstrated Red Note’s effectiveness in reaching Chinese-speaking audiences in Singapore and generated reusable creator assets that continue to deliver value beyond the campaign period.
Strategic Learnings
Several key insights emerged from the campaign:
1. Seasonal experiential content significantly amplifies organic reach on Xiaohongshu
2. Family and lifestyle creators drive deeper engagement for shopping mall campaigns
3. Visual spectacle combined with authentic personal narratives delivers the strongest performance
4. Soft storytelling outperforms direct promotional messaging for destination-led campaigns
These learnings form a replicable framework for future seasonal, event-based, and destination marketing campaigns.
Why Influencer Marketing Works for Seasonal Mall Campaigns
This Christmas campaign demonstrates how influencer marketing, when executed strategically, can transform offline mall experiences into scalable digital narratives.
By combining:
Ø Strategic creator selection
Ø Clear content direction
Ø Structured execution and performance tracking
We enable shopping malls and commercial properties to achieve both brand visibility and meaningful audience engagement during key seasonal moments.
