Little Red Book（also named Xiaohongshu) is a combination of e-commerce and social networking, where users can share their product reviews, shopping experiences, travel experiences, and lifestyle tips with others. And it has been the most popular lifestyle sharing platform and consumer decision portal in China. If you want to target younger Chinese, you must know it and how to do KOL marketing on it. In this article DDC will share Little Red Book KOL marketing strategy for International student accommodation.
1. Identify the Right KOLs (Key Opinion Leaders):
Research and identify popular KOLs on “Little Red Book” who have a strong following among international students. Look for KOLs who frequently share content related to lifestyle, travel, and student accommodation.
2. Collaborate with Influential KOLs:
Reach out to selected KOLs and propose collaborations to promote your international student accommodation brand. Offer them exclusive experiences, discounts, or incentives to stay at your accommodations and create authentic content about their stay.
3. Showcase Student-Friendly Amenities:
Highlight the unique and attractive amenities your student accommodation offers. KOLs can create engaging content around communal spaces, study rooms, fitness facilities, social events, and other student-friendly features.
4. Emphasize Location and Convenience:
Promote the convenient location of your student accommodation, emphasizing proximity to universities, public transport, and popular hangout spots. KOLs can explore the surrounding areas and share their experiences.
5. Share Student Life and Experiences:
Encourage KOLs to document their daily life in your student accommodation, including study routines, social activities, and interactions with other students. Authentic and relatable content can resonate with the target audience.
6. Highlight Safety and Security Measures:
Address students’ concerns about safety and security by showcasing the safety measures implemented at your accommodation. KOLs can create content about feeling safe and comfortable during their stay.
7. Run Contests and Giveaways:
Organize contests or giveaways in collaboration with KOLs to generate buzz around your student accommodation. Offer prizes like free stays or exclusive experiences to attract more attention.
8. Leverage Local Events and Festivals:
During significant events or festivals, invite KOLs to experience the festivities in and around your accommodation. They can document their experiences, generating interest among potential student residents.
9. Engage with Student Community:
Encourage KOLs to interact with their followers, responding to comments and questions about their stay at your accommodation. This engagement builds trust and authenticity.
10. Monitor and Measure Results:
Track the performance of the KOL campaigns, including engagement metrics, booking inquiries, and conversions. Use this data to optimize future marketing strategies.
Implementing a well-planned KOL marketing strategy on “Little Red Book” can effectively showcase your international student accommodation brand to a highly engaged and relevant audience, helping to increase brand awareness and attract prospective student residents. If you are looking for ways to target Chinese younger generations and promote your international student accommodation, just contact Deep Digital China for further info.