Western Union

Western Union

Multi-Market China Marketing for Overseas Chinese Consumers

The Background / Challenge

Western Union sought to strengthen its engagement with overseas Chinese communities across five key markets: Singapore, Malaysia, Australia, the United States, and the United Kingdom.

 

While Western Union was already a recognised name in international money transfers, each market presented unique cultural behaviours, content preferences, and digital consumption habits. Reaching these audiences effectively required more than a one-size-fits-all approach.

 

The challenge was to develop a strategy that could resonate across multiple markets while remaining locally relevant, culturally authentic, and emotionally meaningful. In particular, Western Union wanted to strengthen awareness and connection during key moments when overseas Chinese consumers are most engaged with family, community, and cross-border relationships.

 
The Strategy

PRIZM began with an in-depth market research phase to better understand audience behaviours, platform preferences, and opportunities across each target market.


The insights revealed a common theme: despite geographical differences, many overseas Chinese consumers shared strong emotional connections to family, home, and supporting loved ones across borders.


Building on these findings, we developed a Chinese New Year campaign centred around themes of connection, care, and staying close to family regardless of distance. Xiaohongshu was selected as the primary platform due to its strong influence amongst Chinese-speaking communities and its ability to support authentic, story-driven content.


To amplify awareness and credibility, the strategy incorporated a multi-market KOL programme designed to deliver Western Union’s message through trusted creator voices.

 

 
The Execution

Multi-Market Audience Research

We conducted market research across Singapore, Malaysia, Australia, the United States, and the United Kingdom to identify audience personas, competitive landscapes, digital behaviours, and content opportunities unique to each region.

 

Xiaohongshu-Led Campaign Activation

Xiaohongshu served as the campaign’s primary engagement platform, enabling Western Union to connect with overseas Chinese consumers through lifestyle-focused and experience-driven storytelling.

 

To extend campaign reach, YouTube was deployed as a supporting channel, helping to reinforce campaign visibility amongst broader Chinese-speaking audiences.

 

Strategic KOL Partnerships

More than 40 Chinese-speaking KOLs were carefully selected across the five markets based on audience relevance, content quality, and brand alignment.


Creators shared authentic stories centred around overseas life, family relationships, international money transfers, and maintaining connections across borders. These real-life experiences helped position Western Union within relatable and meaningful contexts.

 

Localised Content Management
PRIZM managed the full campaign workflow, including influencer sourcing, briefing, content review, coordination, and publishing. Messaging was adapted to reflect local cultural nuances while maintaining a consistent campaign narrative across all markets.

 

 
The Sparkling Spots

Research-Led Market Expansion

The campaign combined deep audience research with influencer activation, allowing Western Union to engage diverse Chinese-speaking communities through locally relevant content and market-specific insights.

Emotion-Led Storytelling
Rather than focusing solely on transactional services, the campaign highlighted the emotional role that international money transfers play in supporting family members, maintaining relationships, and staying connected across borders.

Trusted Community Voices

By partnering with KOLs across multiple markets, Western Union’s message was delivered through creators who already had established trust within their communities. This increased credibility while encouraging more meaningful audience engagement.

Trusted Community Voices

Despite operating across five countries, the campaign maintained a unified brand narrative while allowing content to remain authentic and relevant to local audiences.

 

The Result

The campaign successfully expanded Western Union’s visibility amongst overseas Chinese consumers across multiple international markets while strengthening brand association with connection, care, and cross-border support.

Campaign Highlights

  • Activated more than 40 Chinese-speaking KOLs across five international markets.
  • Reached overseas Chinese communities in Singapore, Malaysia, Australia, the United States, and the United Kingdom.
  • Generated over 200 app downloads through coordinated influencer and platform activation.
  • Increased awareness through culturally relevant Chinese New Year storytelling.
  • Strengthened Western Union’s association with family connection, support, and international remittance services.

By combining audience research, culturally relevant storytelling, and strategic influencer partnerships, Western Union successfully engaged overseas Chinese communities at scale while building stronger emotional connections across multiple markets.

Key Takeaway

For brands looking to engage overseas Chinese consumers, success requires more than translation or market expansion. By combining local market insights, culturally relevant storytelling, and trusted creator partnerships, brands can build meaningful connections with audiences across multiple countries while maintaining a consistent brand narrative.

Client
western-union-new-20232644.logowik.com
Team
Account Management

Luna Pang, Wendy Toh

What We Do
China Marketing

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Takashimaya Shopping Centre

Takashimaya Shopping Centre

Building a Xiaohongshu Presence to Engage Chinese Consumers

The Background / Challenge

As one of Singapore’s most recognised retail destinations, Takashimaya Shopping Centre sought to strengthen its visibility amongst two important audience segments: mainland Chinese visitors and Chinese-speaking consumers in Singapore.

While the shopping centre enjoyed strong brand recognition locally, it lacked a dedicated presence on the digital platforms most frequently used by these audiences. As consumer discovery increasingly shifted towards social-first channels, there was an opportunity to engage potential visitors earlier in their decision-making journey and establish stronger relevance within the Chinese-speaking community.

The challenge was not simply to increase awareness, but to position Takashimaya Shopping Centre as a lifestyle destination that consumers would actively discover, explore, and recommend.

 
The Strategy

To connect with Chinese consumers more effectively, PRIZM developed a Xiaohongshu marketing strategy focused on brand discovery, community engagement, and lifestyle storytelling.

 

Rather than relying solely on traditional advertising channels, we established Xiaohongshu as a dedicated platform for audience engagement. The objective was to showcase Takashimaya Shopping Centre beyond its retail offerings, highlighting its shopping, dining, gifting, and seasonal experiences through content designed for the platform’s discovery-driven environment.

 

Alongside content creation, we incorporated strategic influencer collaborations to increase credibility, expand reach, and encourage authentic conversations amongst the target audience.

 

 
The Execution

Official Xiaohongshu Account Management

We managed the setup and ongoing operation of Takashimaya Shopping Centre’s official Xiaohongshu account, establishing a clear brand voice, content framework, and long-term platform strategy.

 

Lifestyle-Led Content Strategy

A series of content pillars was developed to showcase the centre’s diverse offerings. This included retail recommendations, dining highlights, festive campaigns, gift guides, and lifestyle-focused destination content tailored to Xiaohongshu users’ interests and browsing behaviours.

 

Influencer Collaboration Programme

To accelerate awareness and engagement, we partnered with carefully selected lifestyle and shopping influencers whose audiences aligned with the campaign objectives. Through authentic content creation and experience-led storytelling, these creators introduced Takashimaya Shopping Centre to new audiences through trusted recommendations.

 

Community Engagement
Alongside content publishing, we implemented ongoing community management to encourage conversations, respond to audience enquiries, and foster stronger relationships with followers. This helped establish an active and engaged brand presence on the platform.

 

 
The Sparkling Spots

Establishing a Direct Channel to Chinese Consumers

By building an official presence on Xiaohongshu, Takashimaya Shopping Centre gained a dedicated platform to engage Chinese-speaking consumers through content specifically designed for their interests and discovery habits.

 

Repositioning Through Lifestyle Storytelling
The campaign successfully shifted the conversation beyond retail promotions by highlighting the broader experiences available within the shopping centre. This strengthened Takashimaya Shopping Centre’s positioning as a destination for shopping, dining, gifting, and lifestyle experiences.

 

Combining Organic and Influencer-Led Growth

The integration of platform-native content, community engagement, and influencer collaborations created a sustainable awareness engine that generated both immediate visibility and long-term audience growth.

 

The Result

The campaign established a strong foundation for Takashimaya Shopping Centre’s presence on Xiaohongshu while significantly improving visibility amongst Chinese-speaking consumers.

Campaign Highlights

  • Over 800 new followers acquired within the first month of launch.
  • Established an official Xiaohongshu presence for ongoing audience engagement.
  • Increased visibility amongst mainland Chinese visitors and Chinese-speaking consumers in Singapore.
  • Generated strong engagement through consistent lifestyle content and influencer collaborations.
  • Built a growing digital community around the Takashimaya Shopping Centre brand.

By combining strategic platform management, lifestyle-focused content, influencer partnerships, and community engagement, Takashimaya Shopping Centre successfully strengthened its digital presence and expanded its reach within a highly valuable consumer segment.

Key Takeaway

For retail destinations looking to engage Chinese consumers, Xiaohongshu offers a powerful platform for discovery, influence, and community building. By combining authentic content, strategic influencer partnerships, and ongoing audience engagement, brands can strengthen visibility and create meaningful connections with high-intent consumers.

Client
Team
Account Management

Luna Pang

 

Design

Phys Yang, Kaya Wen, Ray Lao, Mia Shen

 
Content

Anna Wei

What We Do
China Marketing

Have an idea? Let's build and scale it!

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FairPrice Group

FairPrice Group

Community-First Xiaohongshu Marketing Strategy for FairPrice Group

The Background / Challenge

Digital Blind Spot
Despite being Singapore’s largest supermarket chain with immense brand equity among locals, FairPrice Group (FPG) had a near-zero presence on Xiaohongshu (XHS), a critical digital ecosystem for the nation’s influential Chinese-speaking community.

 

Competitor Encroachment
 Agile competitors were actively capturing share of voice and market share on XHS, creating a significant strategic risk for FPG by failing to engage this high-value consumer segment.

 

The Mandate

FairPrice Group required a strategic market entry approach to establish a meaningful presence on Xiaohongshu, one of the most influential content discovery and social commerce platforms among Chinese-speaking consumers in Singapore.

The objective was not only to build followers, but also to create a trusted community through localized content that resonated with families, working professionals, and students while strengthening FairPrice Group’s relevance within the Xiaohongshu ecosystem.

 
The Strategy

Hyper-Localized Content Ecosystem
We rejected a one-size-fits-all approach, instead engineering three distinct content pillars tailored to the specific need-states of our target personas (families, professionals, students), built around shareable tips, life hacks, and product recommendations.

 

UGC-Style Authenticity
To foster immediate trust and relatability, our entire creative output adopted a User-Generated Content (UGC) aesthetic. This positioned FPG not as a corporation, but as a helpful peer within the community.

 

Algorithmic Velocity Hacking
The launch strategy was deliberately engineered to maximize traction with the XHS algorithm. We designed a multi-phase rollout that prioritized rapid early engagement to trigger exponential organic reach.

 

Value-First Engagement Model
The core of the strategy was to provide tangible value. Instead of hard-selling, we focused on educational and inspirational content, positioning FPG as an indispensable resource for daily life in Singapore.

 
The Execution

Channels Used
A fully integrated Xiaohongshu strategy encompassing organic long-form posts, short-form video, targeted advertising, community management, and KOL/KOC partnerships.

 

Phase 1 – Awareness & Ignition
We launched the official FPG account with a high-impact brand announcement post to establish the narrative. This was immediately followed by a tactical giveaway post, a sequence designed to create a “content cliffhanger” that incentivized profile revisits and fueled the algorithm with powerful initial engagement signals. This phase secured an explosive 10,000 followers in just three weeks.

 

 

Phase 2 – Amplification & Retargeting
Leveraging the initial engagement data, we deployed paid social ads to retarget users who interacted with our launch content. This created a powerful feedback loop, ensuring our content remained top-of-feed for the most engaged audience segments and amplifying viral potential.

 

Phase 3 – Retention & Community Building (Ongoing)
To sustain momentum, we established an ongoing content calendar featuring highly engaging formats, including influencer collaborations, educational series, and interactive community challenges, cementing FPG’s role as a daily touchpoint for our followers.

 

 
The Sparkling Spots

The “Announcement → Giveaway” Double-Down Sequence
This was our strategic X-factor. By separating the brand announcement from the giveaway, we first filtered for a high-intent audience genuinely interested in the brand. We then rewarded this primed audience with the giveaway, signaling to the XHS algorithm that our content was exceptionally valuable and relevant, which triggered a compounding visibility loop.

The “Fresh Pork” Educational Content Pillar
To drive awareness for a core product category, we transformed a simple sales objective into a value-driven content series. Instead of ads, we created educational content on selecting, preparing, and cooking with fresh pork. This “Content-as-a-Service” approach positioned FairPrice as a trusted kitchen companion, not just a retailer. Partnering with credible food influencers to share their authentic experiences provided powerful social proof and seamless integration into organic user feeds.

 

 

The Result

Explosive Follower Growth
Successfully grew the FairPrice Group XHS account from 0 to 20,000+ highly engaged followers within 6 months.

Rapid Market Penetration
Achieved a milestone of 10,000 followers in the first 3 weeks, immediately establishing FPG as a major player in the space.

Shift in Market Position
Overhauled FPG’s digital presence, transforming it from a non-entity on Xiaohongshu into a leading voice and trusted resource for the Chinese-speaking community in Singapore.

Consumer Insight

Chinese-speaking consumers increasingly use Xiaohongshu as a platform to discover products, compare recommendations, and validate purchasing decisions before engaging with brands.

For retail brands, trust is often built through useful, community-driven content rather than direct promotional messaging. This behaviour influenced the campaign strategy, leading to a content approach focused on education, lifestyle relevance, and authentic engagement.

Key Learnings

  • Community-led content generated stronger engagement than traditional promotional content.

  • Educational content consistently outperformed product-focused messaging in driving interaction.

  • Xiaohongshu users respond positively to content that provides practical value and real-life relevance.

  • Consistent publishing and active community engagement were critical factors in sustaining account growth and audience trust.

Client
fairprice-group
Team
Account Management

Wendy Toh

Chanel Hu 

Vinsy Wong 

Jasmine Qu 

 

Design

Phys Yang

Kaya

 

Content

Cici

What We Do
China Marketing

Have an idea? Let's build and scale it!

Let's Talk

Yeo’s

Yeo's

Xiaohongshu KOL Engagement for Market Rejuvenation

The Background / Challenge

As one of Singapore’s most established heritage brands, Yeo’s has long enjoyed strong consumer recognition. However, like many legacy brands, maintaining relevance amongst younger consumers remained an ongoing challenge.

With consumer attention increasingly shifting towards social-first platforms, Yeo’s sought to strengthen its connection with younger Chinese-speaking audiences in Singapore and refresh brand perception through more authentic and engaging channels.

At the same time, Xiaohongshu (XHS) had emerged as a highly influential discovery platform where users actively seek lifestyle inspiration, product recommendations, and trusted peer reviews. This presented an opportunity for Yeo’s to reconnect with a new generation of consumers through creator-led storytelling rather than traditional advertising.

 
The Strategy

To drive brand rejuvenation, we developed a Xiaohongshu influencer engagement strategy focused on authenticity, cultural relevance, and organic product discovery.

 

Instead of relying on direct promotional messaging, we partnered with a carefully curated mix of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) whose audiences closely aligned with Yeo’s target demographic. The objective was to integrate the brand naturally into everyday lifestyle content, allowing consumers to discover Yeo’s through trusted recommendations.

 

The campaign was strategically timed around the Chinese New Year festive period, enabling Yeo’s to participate in one of the most culturally significant and socially active moments of the year.

 

 
The Execution

Curated KOL and KOC Collaborations
We activated a roster of seven carefully selected KOLs and KOCs whose content styles, audience demographics, and personal brand values aligned closely with the campaign objectives.

 

Festive Content Storytelling
Creators were tasked with incorporating Yeo’s Chinese New Year special-edition packaging and promotional activities into authentic festive content. Rather than creating overt product advertisements, influencers showcased how Yeo’s naturally fit into their holiday preparations, seasonal shopping experiences, and family celebrations.

 

Soft-Sell Content Seeding
The campaign adopted a soft-sell approach that prioritised genuine storytelling over hard-selling tactics. By weaving product discovery into relatable lifestyle narratives, the content felt organic and trustworthy, encouraging stronger audience engagement while avoiding advertising fatigue.

 
The Sparkling Spots

Strategic Influencer Selection
A key success factor was the careful selection of creators beyond traditional follower metrics. We prioritised brand affinity, audience relevance, content authenticity, and storytelling capability to ensure every collaboration felt credible and natural.

Authenticity-Driven Engagement
Xiaohongshu users place significant trust in peer recommendations and creator experiences. By allowing creators to share Yeo’s within real-life festive moments, the campaign generated authentic conversations and community-driven engagement that felt far more genuine than conventional advertising.

Cultural Relevance

By aligning the campaign with Chinese New Year, Yeo’s became part of a highly relevant cultural occasion. This strengthened audience resonance while increasing visibility during a peak period of consumer engagement and social sharing. 

The Result

The campaign successfully generated awareness and engagement amongst Yeo’s target audience through a coordinated Xiaohongshu content seeding strategy.

Campaign Highlights

  • 7 strategic KOL and KOC partnerships activated across Xiaohongshu.
  • Over 100,000 impressions generated through creator-led content.
  • More than 100 audience comments received across campaign posts.
  • Strong engagement from younger Chinese-speaking consumers in Singapore.
  • Increased visibility during the Chinese New Year festive period.
  • Successful reinforcement of Yeo’s relevance amongst a new generation of consumers.

Through a combination of strategic creator partnerships, authentic storytelling, and culturally relevant content, Yeo’s successfully strengthened its connection with younger audiences while modernising brand perception within Singapore’s evolving digital landscape.

Key Takeaway

For heritage brands looking to engage younger Chinese-speaking consumers, Xiaohongshu offers a powerful platform for authentic discovery and community-driven recommendations. By combining strategic KOL and KOC partnerships with culturally relevant moments such as Chinese New Year, brands can strengthen relevance, engagement, and visibility amongst modern audiences.

Client
Team
Account Management

Wendy Toh

What We Do
China Marketing

Have an idea? Let's build and scale it!

Let's Talk