Case Study
Blueplan | Low-Cost Acquisition & 6800+ Topic Volume via Xiaohongshu Marketing
Blueplan
Industry
Platform
Objective
Awareness,
Background
Blueplan is a customised digital healthy meal system designed for weight management and lifestyle balance. Initially, the brand relied heavily on offline promotions, which limited scalability and visibility in China’s health-conscious but competitive F&B market.
To overcome these constraints, Blueplan turned to Twish for digital transformation. The challenge was to reduce acquisition costs, expand awareness, and convert health-driven audiences into long-term subscribers.
Learn more about our Xiaohongshu Marketing Services for Health & F&B Brands
Execution
Built consistent content around “healthy lifestyle” storytelling and weight-loss journeys, making the brand relatable to urban professionals with 2 social accounts.
Linked Xiaohongshu campaigns directly with mini-program ordering flows to streamline purchase and subscription.
Optimised REDNote ads with lifestyle creatives and customer journey mapping, cutting CAC to CNY 23.
Activated micro-influencers and live events to drive buzz and authenticity, boosting organic mentions and user trust.
Captured leads from Xiaohongshu into WeCom groups, running private community challenges and retention campaigns.
Deployed seasonal health challenges and referral mechanics to encourage ongoing participation and repeat purchases.
CNY 23
Cost per acquisition achieved via Xiaohongshu + WeCom funnel
6800+
Topic Volume/ bi-weekly
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