How 华兴证券多多金 (China Renaissance Securities’ Duoduojin) used a Shanghai Citywalk to build awareness on Xiaohongshu

The campaign took the social language of 搭子—finding a partner for an activity—from Citywalk into investing. Under the slogan "City walk有搭子，理财也要有搭子" (City walks need a companion, and so does money management), an offline check-in route around Shanghai’s North Bund in Hongkou linked city walking with saving and money-management content on Xiaohongshu. Posts covered personal money plans, saving diaries and the offline experience, while introducing ETF主理人带投 (ETF manager-led investing) and 主理人实盘带投季 (Manager-Led Live-Portfolio Investing Season). The route used attention around the television drama 繁花 (Blossoms Shanghai) and included the securities museum as a cultural stop.

The audience was young women focused on personal growth and financial independence, including university students and early-career white-collar workers who enjoy Citywalk and saving check-ins. There was no discount, gift or explicit conversion call to action; the activity centred on the walk and financial education. The product trust cue was 主理人自有资金跟投: the manager committed personal capital alongside investors, aligning their interests.