How Anker used 猫和老鼠 (Tom and Jerry) to seed tech accessories on Xiaohongshu

From 25 April to 16 June 2024, Anker promoted a limited-edition range spanning 安克猫和老鼠支架壳 (Anker Tom and Jerry stand case), 安克猫和老鼠磁吸充电宝 (Anker Tom and Jerry magnetic power bank), 安克猫和老鼠能量棒 (Anker Tom and Jerry Energy Bar) and Anker Pencil Pro 电容笔 (stylus). The idea was to open with 童年回忆 (childhood memories), then connect the IP’s cute, comforting design with practical details such as 360-degree stand rotation and magnetic charging. Across 68 creators and 68 posts, a video-led mix of DIY, unboxings, collection lists, daily vlogs, what’s-in-my-bag posts and voting or testing content framed the products as 可爱又实用 (cute and practical), with everyday use taking precedence over hardcore specification reviews.

The audience was urban professional women and Gen Z students, particularly young women interested in IP merchandise, small everyday rituals and a balance of appearance and utility. Some posts used 520 to add couple gifting and romance, while collection posts recommended product combinations. The offer contained no discounts, spend-and-save mechanics or urgency devices, and there was no explicit conversion CTA; design, functions and gifting remained the focus.