How 361° turned Women’s Day into an everyday resilience story on Xiaohongshu
361° used Women’s Day as a trigger, not a sales deadline. Its Xiaohongshu campaign combined a female-led mid-tier creator matrix, training vlogs and outfit posts to seed 新肌4.0 (New Skin 4.0) through an everyday resilience story, with no discount or conversion push.
A festival hook became a continuing statement about women’s resilience
Running from 8 to 10 March 2024, the campaign built twelve video-led posts around “我的韧性不止38” (My Resilience Goes Beyond March 8). Fitness outfit content and everyday training vlogs placed 新肌4.0 (New Skin 4.0) yoga and workout apparel in exercise scenes; the product set also included 萌爪鞋 (Cute Paw shoes) and 风衣 (trench coats). The product story paired comfort and rebound with 3D tailoring, linking function to a waist-defining silhouette. A multi-topic matrix, official-account tagging and the shared campaign hashtag aggregated the content.
The campaign spoke to urban professional women and fitness participants who value both comfort and appearance in workout clothing, and who treat exercise as self-expression and daily practice. Its tone was relaxed and aspirational, with combination recommendations supporting the design-aesthetics angle. This was awareness seeding without discounts, urgency devices, an explicit conversion prompt or offline activation.
- Objective
- Product Seeding
- Occasion
- Women's Day (3.8)
- Funnel
- Awareness
- Messaging
- Female Empowerment · Attitude Statement · Combo Recommendation · Ingredient and Tech
- Activation
- Multi-tag Matrix
- Trends
- Emotional Value · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Multi-tag Matrix | 11%1 in 9 |
| Trending Event | 18%1 in 6 |
Share of the 100 Xiaohongshu Fitness campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Twelve creators, led by mid-tier female fitness and lifestyle voices
28.2K–298K
12 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Use the festival as a trigger, not the full idea
Use the occasion as a trigger, then write a brand idea that outlasts it. 361° framed Women’s Day with “我的韧性不止38” (My Resilience Goes Beyond March 8), moving from a single date to everyday resilience. Give the product a clear role: comfortable, functional clothing for regular training and self-expression.
- 2+
More steps in the full teardown
casting, vlog and outfit formats, product cues, topic aggregation and the pure-seeding offer
The full teardown adds
- Reads and engagement for all 12 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 137 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Keep turned anime IP medals into a Xiaohongshu running challengeXiaohongshu · Fitness | Aug 14, 2024 | 17 |
| How Keep used a 崩坏星穹铁道 (Honkai: Star Rail) collaboration to turn Xiaohongshu fandom into medal runsXiaohongshu · Fitness | Jul 27, 2024 | 11 |
| How Decathlon seeded summer sports gear with seventy-seven Xiaohongshu creatorsXiaohongshu · Fitness | Jul 8, 2024 | 77 |
| How On used Xiaohongshu store check-ins to turn a partnership into product discoveryXiaohongshu · Fitness | Jun 7, 2024 | 28 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 361度. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction