Case Study
Connecting Xiaohongshu Discovery to WeChat Subscriptions for Blueplan
Blueplan is a customised digital healthy-meal and weight-management service. The company had relied mainly on traditional offline promotion, which limited its ability to expand visibility and sustain customer growth.
Twish recommended a connected social model: Xiaohongshu would support discovery and interest, while WeChat tools would retain users and support the subscription journey.
Project at a glance
- Client: Blueplan
- Industry: Healthy meals and weight management
- Market: China
- Project year: 2024
- Platforms: Xiaohongshu, WeCom and WeChat Mini Program
- Twish’s role: Market advice, content, paid media, creator campaigns, community and lead operations
The starting point
Blueplan needed an online presence that could explain a service requiring continued participation, not just a single product purchase. Potential customers had to understand the healthy-lifestyle idea before joining a subscription programme.
The acquisition system also needed a practical destination after a user engaged with social content.
What Twish did
Defined a healthy-lifestyle position
Market and competitor analysis informed a content direction built around practical healthy eating and weight management. This gave the brand a broader and more useful story than direct product promotion.
Combined organic, paid and creator activity
Twish managed Xiaohongshu content and paid distribution alongside KOL, KOC and livestream activity. Different formats helped the brand reach users at several stages of consideration.
Built the private-channel handoff
Communities, WeCom and the WeChat Mini Program gave interested users a destination for follow-up and subscription activity. This connected public-platform discovery to a first-party relationship.
How acquisition and retention connected
Xiaohongshu introduced Blueplan through topics related to healthy eating, weight management and everyday routines. Organic content, creator activity and paid distribution helped users discover the service in a context where they were already exploring lifestyle changes.
Interested users could then move into WeChat. WeCom supported direct follow-up, communities created a place for continued education, and the WeChat Mini Program supported the subscription journey. Each channel had a defined role within the same customer path.
This connection was especially useful for a service that depends on continued participation. A single social post can create interest, but users may still need more information before starting a plan. The private-channel layer gave the team room to explain the service, answer questions and maintain contact after the first interaction.
Content for an ongoing service
Blueplan’s content needed to support behaviour over time. Practical topics around meals, healthy routines and weight management helped explain the broader value of the subscription. They also gave the brand relevant reasons to communicate between purchase decisions.
The operating model combined acquisition measures with the destination of each lead. This allowed the team to consider whether social attention moved into a relationship that could support subscription activity and retention.
Results and evidence
Reported results include:
- Customer acquisition cost of RMB 23
- Topic volume above 6,800 on a biweekly basis
What this project shows
Subscription businesses need continuity between acquisition and retention. Xiaohongshu can introduce the service and create interest, while WeChat can support deeper education, follow-up and ongoing use.
The value comes from the connected funnel. Running each platform independently would make it harder to understand whether public attention became a retained customer relationship.