Project Overview

In 2020, Luobawang, a leading Luosi Rice Noodle brand（A local speciality noodle dish from Liuzhou, Guangxi, China）, partnered with BeyondNext to launch a precisely targeted Xiaohongshu（Red) social media marketing strategy. Amidst the surging popularity of Luosi rice noodles in China’s online community, BeyondNext conducted in-depth analysis of market trends and online consumer preferences. Focusing on unique ways to consume Luosi rice noodles, BeyondNext crafted a series of theme-focused, broad-reaching marketing content for Luobawang. The campaign accurately engaged the target audience with topics such as Luosi rice noodle consumption methods, guides, and reviews. By leveraging these topics, Luosi rice noodle-related content was widely disseminated across Chinese social platforms. Cleverly integrating Luobawang’s brand logo into images, comments sections, and copywriting, BeyondNext effectively boosted the brand’s visibility.

Outcome

Under BeyondNext’s meticulous planning and execution, the promotional campaign delivered notable results. 90 feature articles were published on Red, garnering a cumulative readership of 6 million views. Most notably, the soft-selling article titled “Don’t Eat Them Like This! Luosi Rice Noodle Consumption Review” accumulated over 5,000 likes and comments. Throughout the campaign period, Luobawang achieved over 10 million exprosure in total, significantly elevating the brand’s profile.