Driving Awareness Among Chinese Student Travellers Through RedNote Micro-KOL Campaign
Client Problem
A London based tour company wanted to increase awareness of its guided educational city tours among Chinese-speaking students and young professionals visiting or studying in the UK.
The client needed a way to build trust and showcase their experience through authentic content on a platform that heavily influences travel planning and lifestyle discovery among Chinese users. RedNote (Xiaohongshu) was identified as the critical channel, but the client needed a strategic approach to influencer collaborations that maximized a limited budget.
Client Solution
Charlesworth implemented a targeted RedNote Micro-KOL campaign. Leveraging our existing RedNote account support for the client, we focused the entire campaign budget on high-impact influencer partnerships.
We partnered with two UK-based micro-KOLs with established audiences interested in London life and practical guidance for international students. By selecting creators already traveling in the UK, we eliminated travel costs and enabled efficient production of vlog-style content.
The content showcased the London City Tour experience while highlighting its educational value and practical benefits for student travellers.
Impact
The campaign demonstrated the effectiveness of micro-KOL partnerships for reaching Chinese-speaking student travellers. The high number of saves indicated strong travel planning intent, and the content was approved for long-term reuse and paid boosting.
