Case Study

Herbermann | Record 3M Online Sales/Mo & 80+ Monthly Leads via Xiaohongshu Marketing

Herbermann

Industry

Home Decor

Platform

Xiaohongshu

Objective

Awareness,

Background

Herbermann, a mid-to-high-end home furnishing brand with strong product reputation, faced growth limitations in China due to weak online lead generation and fragmented customer data. Despite its design strength, the brand lacked a localisation strategy and an efficient digital conversion funnel—leading to high acquisition costs and limited leads. In the highly competitive home décor sector, Herbermann needed a breakthrough to convert awareness into sales-ready leads.

Execution

  • Xiaohongshu account operations. Multi-account setup with differentiated positioning (brand, product, and inspiration accounts) to target multiple customer segments.
  • Content seeding + REDNote ads. Twish created native-style REDNote campaigns, balancing lifestyle storytelling with functional highlights of custom cabinetry. Ads were continuously optimised to reduce CAC.
  • KOC & influencer activation. Leveraged micro-KOLs and KOCs to seed authentic user content, boosting hashtag visibility and driving social proof. Discover our KOL & KOC Campaign Playbook & Services
  • Follower management. Built structured follower engagement with comment replies, private messages, and targeted community building.
  • WeCom CRM integration. Linked Xiaohongshu traffic into WeCom groups for nurturing, using tags and segmented offers to convert followers into inquiries.
  • Data-driven funnel optimisation. Monthly dashboards tracked conversions by content type, influencer tier, and ad format—informing budget reallocation to best-performing assets.
    Learn more about our Xiaohongshu Marketing Services for Lifestyle Brands

    • +3471%

    ROI on Xiaohongshu ad spend

    80+

    Monthly qualified leads generated

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