Shopping Mall – Pet Festival
New Growing Trend to attract pet lovers
You can never underestimate how much Hongkongers love their pets. A recent survey estimates the local pet market is worth HK$2.4 billion (US$305.7 million) annually, with a growing trend of pampering cats and other companion animals.
Recognising this shift, a major shopping mall launched a seasonal pet festival to better serve pet-owning families. We supported the campaign with a targeted product seeding strategy on Xiaohongshu, helping to build a strong pet-friendly brand image for the mall.
Extensive Reach Through Influencer Collaboration
To generate buzz on Hong Kong’s rapidly growing social media platforms, we partnered with eight high-quality Xiaohongshu creators, each with over 10,000 followers. These influencers focused on family audiences and experienced pet owners, producing immersive, scene-based content that averaged over 100,000 views per post.
Strategic Keyword Integration
We anchored core hashtags and naturally embedded long-tail keywords like “pet-friendly fabric sofa” and “pet concierge service” into the content. All influencer drafts were carefully reviewed to ensure alignment with Xiaohongshu’s “authentic experience first” community guidelines—resulting in zero takedowns across the campaign.
Xiaohongshu Performance Highlights
The campaign generated massive buzz on Xiaohongshu (小紅書), achieving a monthly total heat score of 497 for the shopping mall’s name as a keyword — a more than 400‑fold increase compared to the same period last year.
That month’s content successfully broke into three major Xiaohongshu modules: “Pets” (萌寵), “Home & Interior” (家居家裝), and “Travel & Outings” (旅遊出行). In addition, the seeding strategy effectively penetrated several high‑value product category keywords, including “cat tree” (貓爬架), “pet snacks” (貓狗零食), “mattress / bedding” (床墊/床褥), “functional sofa” (功能沙發), and “dryer” (烘乾機) — strengthening the mall’s long‑term visibility and relevance across multiple consumer segments.
Long-Term Brand Impact
Held in 2025, the “Pet Festival” aimed to position the mall as a landmark for pet-friendly experiences. The campaign also seeded awareness for pet-related home goods and deepened the brand’s association with the concept of “pet-friendly,” boosting search visibility and long-term brand affinity.