Case Study
Generating Premium Home-Design Leads Through Xiaohongshu
Pental Life is a premium home customisation brand offering high-end design and whole-house solutions. With an average project value above RMB 300,000, its buyers need confidence in the brand’s design ability and service quality before making an enquiry.
As offline showrooms and traditional channels became more challenging, Pental Life wanted to strengthen its online brand image and create another source of qualified leads.
Project at a glance
- Client: Pental Life
- Industry: Premium home design and whole-house customisation
- Market: China
- Project year: 2024
- Platform: Xiaohongshu
- Twish’s role: Content, visual materials, paid media, account operations and referral support
The starting point
High-value home projects have a long consideration cycle. Prospective clients want to understand a company’s design style, material knowledge and ability to manage a complete project.
Pental Life therefore needed content that could do more than create reach. It had to present the brand at the right level and attract people with a realistic interest in premium customisation.
What Twish did
Established a premium visual and editorial direction
Twish created content and marketing materials around Pental Life’s design expertise and whole-house solutions. The visual system helped the account communicate a consistent premium position.
Managed the account and paid distribution
The team operated the Xiaohongshu account and used paid media to increase the reach of content aligned with the brand’s target customer. Distribution supported the content rather than replacing it.
Supported lead and referral activity
The operating plan connected content engagement with lead generation and referral activity. For a high-consideration service, recommendations and proof from existing customers can reduce uncertainty for new prospects.
Supporting a high-consideration decision
With an average project value above RMB 300,000, Pental Life needed to give prospective customers enough information to decide whether a consultation was worthwhile. The content therefore had to show design judgement, service scope and the quality expected from a premium whole-house project.
Twish treated project imagery and editorial presentation as evidence of capability. Consistent visuals helped users understand the brand’s aesthetic, while explanatory content could address materials, space planning and the decisions involved in a complete home project. This supported trust before the first direct conversation.
The account also gave sales teams material that could be shared during follow-up. A prospect who arrived through another channel could review the Xiaohongshu presence to understand the brand in greater depth, giving the content value beyond its initial reach.
The role of paid distribution
Paid media helped selected content reach users who were more likely to be considering renovation or premium customisation. The targeting and creative needed to remain aligned: stronger reach would have limited value if the content did not communicate the design and service level clearly.
This combination supported a more focused lead source. Content established relevance and trust, distribution created additional discovery, and the enquiry route allowed interested users to move into a sales conversation.
Results and evidence
Reported results include:
- A 63% increase in leads
- More than 3,000 engagements
What this project shows
Premium home marketing depends on the quality of the trust created before an enquiry. Clear visual standards, specific project information and relevant distribution help users decide whether a provider belongs on their shortlist.
Paid media works best when it amplifies content that already communicates why the service is worth considering.