Chinese Millennials
Target Audience
3 Months
Duration
2 (Xiaohongshu, Douyin)
Platforms
40
KOL Partners
The Challenge
Recover Chinese tourist interest post-pandemic and reposition the destination for a younger, digitally native Chinese traveller — not the traditional group tour demographic.
Our Approach
Channel One designed a cross-platform content strategy focused on Xiaohongshu (the primary travel discovery platform for Chinese millennials) and Douyin. We partnered with 40 travel and lifestyle KOLs to create aspirational content showcasing off-the-beaten-path experiences.
The Process
Audience Research
Analysed Chinese millennial travel behaviours, platform preferences, and destination discovery patterns. Identified shift from group tours to independent travel.
Content Strategy
Developed content framework centred on 'undiscovered experiences' — moving beyond famous landmarks to showcase local culture, food, and nature.
KOL Recruitment
Selected 40 KOLs across travel, lifestyle, food, and photography niches. Mix of mid-tier and micro-influencers for credibility and reach.
Content Production
Coordinated KOL visits and content creation. 120 original pieces produced across Xiaohongshu posts, Douyin videos, and long-form travel guides.
Performance Optimisation
Monitored real-time performance and reallocated promotional budget to top-performing content. Amplified organic hits with paid distribution.
Campaign Strategy
The core insight driving this campaign was that Chinese millennial travellers make destination decisions differently from the previous generation. They don’t use travel agencies — they discover destinations through social media content on Xiaohongshu and Douyin.
Content pillars:
- Hidden gems — Showcasing destinations and experiences that couldn’t be found in traditional travel guides
- Food and culture — Local culinary experiences that appeal to Chinese foodie culture
- Visual storytelling — Cinematic Douyin videos and beautifully curated Xiaohongshu photo guides
- Practical planning — Visa information, transport tips, and accommodation recommendations in Chinese
Results in Detail
The campaign’s impact extended beyond digital metrics. The +28% increase in visa applications in the quarter following the campaign demonstrated the real-world conversion from social media inspiration to travel action.
The 120 pieces of KOL content also created a lasting asset — a library of Chinese-language travel content that continues to generate organic discovery on both platforms months after the campaign concluded.
Results
85M
Xiaohongshu impressions over 3 months
120
Original KOL content pieces (posts and videos)
+340%
Website traffic from China vs. prior year
+28%
Visa applications in quarter following campaign
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