How China Sports Lottery made a lottery ticket a Qixi gift on Xiaohongshu
For Qixi 2024, China Sports Lottery used 39 Xiaohongshu creators to present the 7星彩七夕定制票 (7 Star Lottery Qixi Custom Ticket) as a personalised romantic gift, built around memorable dates, self-selected numbers and a limited love poem.
A self-selected number turns a lottery ticket into a couple's keepsake
Under the theme 7星彩让爱发声 (7 Star Lottery Lets Love Be Heard), the campaign reframed 7星彩 (7 Star Lottery) as an emotional gift rather than explaining it as a betting product. The 7星彩七夕定制票 (7 Star Lottery Qixi Custom Ticket) let buyers choose numbers tied to anniversaries or birthdays and added a limited romantic poem to the ticket. Couple routines, gifting scenes, vlogs and unboxings carried the idea, alongside handmade DIY, role-play and comedy sketches. Hashtags including 7星彩让爱发声 (7 Star Lottery Lets Love Be Heard) and 传送你的爱情数字密码 (Send Your Love Number Code) gave the custom-number mechanic a searchable social format and invited participation.
The campaign addressed urban women aged 20–30 who value ritual, emotional expression and gifts with personal meaning, including Gen Z students and white-collar workers. It drew on emotional value and self-pleasure consumption without discounts. The customised ticket was available only during Qixi, creating a limited-edition reason to consider it as a festival gift. The awareness-led campaign had no explicit conversion prompt, while store direction supplied an offline tie-in.
- Objective
- Brand Awareness
- Occasion
- Qixi Festival
- Funnel
- Awareness
- Messaging
- Love and Romance
- Scenes
- Gifting Scenario · Couple Scenario
- Formats
- DIY Handcraft · Character Roleplay · Comedy Skit
- Trends
- Emotional Value · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| DIY Handcraft | 5.6%1 in 18 |
| Festival Gifting Promo | 8.3%1 in 12 |
| Gifting Scenario | 11%1 in 9 |
| Comedy Skit | 14%1 in 7 |
| Character Roleplay | 17%1 in 6 |
Share of the 36 Xiaohongshu Stock Content campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Thirty-nine mid-tier creators, one post each, with a female-leaning lifestyle mix
7.97K–244K
39 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Start with a gifting problem, not the lottery product
Open with couple routines or the Qixi problem of finding a gift that feels personal. Introduce the ticket through a relatable scene before explaining its features, so the customisation appears as a way to express a relationship rather than as a product demonstration.
- 2+
More steps in the full teardown
Customisation, mid-tier casting, searchable hashtags and concentrated Qixi timing
The full teardown adds
- Reads and engagement for all 39 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 503 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
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|---|---|---|
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| How Alipay used Xiaohongshu to turn 余额宝 (Yu'e Bao) interest into everyday treatsXiaohongshu · Stock Content | Apr 24, 2024 | 24 |
| How Ryo built an image-led Xiaohongshu seeding campaign for 北京云歇 (Beijing Cloud Rest)Xiaohongshu · Personal Care | Nov 8, 2025 | 47 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 中国体育彩票. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction