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.
