Campaign archive
Campaign teardown · Xiaohongshu · Culture · Aug 2024

How ARTE全沉浸式美术馆·成都 (ARTE Fully Immersive Art Museum · Chengdu) used Xiaohongshu to promote an inland seaside escape

For its 2024 summer launch of 浪吧 (Wave Bar, with a pun on having fun) in Chengdu, the venue worked with 13 Xiaohongshu creators on 13 posts, turning real sand, digital waves and the price of a drink into an offline visit prompt.

Illustration: ARTE全沉浸式美术馆·成都 brings the feeling of the sea within reach of the city.
Illustration · unrandom
Creators13KOC Long-tail Drove It
Posts13Mixed format · 38% video
PeriodAug 13 – 26, 2024No Specific Peg
Comments271On the campaign's posts
The idea

An inland city’s longing for the sea becomes a low-cost micro-holiday

The campaign framed 浪吧 (Wave Bar) as “在成都看海” (seeing the sea in Chengdu): real, touchable sand paired with immersive digital waves, packaged as a city micro-holiday. Launch notes ran from 13 to 26 August 2024, mixing photo-led guides and visit vlogs under “来看海来浪吧” (come see the sea and ride the waves) and “暑假去哪浪” (where to have fun this summer holiday), with video accounting for 38% of posts.

The audience was young urban women in Chengdu seeking relaxed, photogenic weekends, while content widened the use cases to couple dates, outings with friends and parent-child visits. Entry to 浪吧 (Wave Bar) was free; buying a drink in the venue unlocked the sand area for play and photos. The repeated “一杯饮品即可看海” (see the sea for the price of one drink) anchor made the visit feel affordable, while the call to action pointed offline and practical address and opening-hours details reduced friction.

At a glance
Objective
Store Traffic
Occasion
No Specific Peg
Funnel
Awareness
Messaging
Healing and Relaxation · Value for Money · Design and Aesthetics · Love and Romance
Scenes
Couple Scenario
Formats
Immersive Sensory · Aesthetic Visual
Activation
Installation / Exhibit
Trends
Relaxed Vibe · Self-reward Spending
Discount
No Discount, Pure Brand Push
Casting

Thirteen long-tail KOCs spanning travel, photography and lifestyle

Follower range

11.8K–37.6K

13 creators with a public follower count

Casting

KOC Mass Seeding

Koc Heavy

Lean

Female Dominant

Playbook

The first step to copy

  1. 1
    Start with a geographic tension

    Build the hook around a local unmet desire: Chengdu is inland, so “在成都看海” (seeing the sea in Chengdu) creates an immediate contrast. Carry that contrast into the sensory proof—real sand visitors can touch and immersive digital waves—instead of leading with a generic venue introduction.

  2. 2+
    More steps in the full teardown

    the drink-price offer, long-tail casting, date, friend and family scenes, and offline directions

In unrandom

The full teardown adds

  • Reads and engagement for all 13 posts, ranked against similar creators
  • Estimated spend and cost per read
  • The breakout post, and why it led
  • What 271 comments asked for most
  • The rest of the playbook
  • Casting risks and smart moves
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A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with ARTE全沉浸式美术馆·成都. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction