How China Welfare Lottery turned 福彩双色球 (Welfare Lottery Double Color Ball) into everyday giving on Xiaohongshu
China Welfare Lottery used seventeen mid-tier creators and seventeen Xiaohongshu posts to frame 福彩双色球 (Welfare Lottery Double Color Ball) as an easy act of everyday giving, linking a two-yuan ticket to donations for children in welfare homes.
A two-yuan ticket became a small, everyday act of giving
The August 2024 “送你一朵小红花” (Give You a Little Red Flower) campaign connected ticket purchase with a concrete charitable act. Buyers of 福彩双色球 (Welfare Lottery Double Color Ball) scanned a code to collect sunshine points, then donated flowers and charitable supplies to children in welfare homes. Creators embedded the mechanic in lifestyle vlogs and daily plogs across travel, food, work and emotional moments, using friend-recommendation and healing-companionship narratives. Pop-up check-ins, stamp collecting and in-store redemption added an offline layer.
It addressed young urban women seeking low-effort ways to take part in charity, including office workers and Gen Z students, with themes of self-reward, emotional value and relaxed living. From 10 to 23 August, scanning after purchase also entered users into a prize draw. The offer was budget-priced and carried no discount; campaign-only and exclusive-launch messages supplied the timing cues.
- Objective
- Brand Awareness
- Occasion
- No Specific Peg
- Funnel
- Conversion
- Messaging
- Attitude Statement · Value for Money
- Scenes
- Travel Scenario · Food and Dining
- Formats
- Vlog Narrative
- Activation
- Pop-up Store · Store Visit · Installation / Exhibit
- Trends
- Emotional Value · Self-reward Spending · Relaxed Vibe
- Discount
- No Discount, Pure Brand Push
Seventeen mid-tier creators formed a female-led lifestyle matrix
100K–1.99M
17 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Open with an emotion, not the ticket mechanics
Start with an emotional tension, using themes such as “没福硬享” (a meme about treating yourself even when life is not going your way) or “世界破破烂烂总有人缝缝补补” (The world may be tattered, but someone is always mending it). Then place the purchase inside a relatable routine of healing, companionship or a friend’s recommendation before introducing the scan-to-donate action.
- 2+
More steps in the full teardown
Mid-tier lifestyle casting, everyday vlogs and plogs, the giving mechanic, and pop-up check-ins
The full teardown adds
- Reads and engagement for all 17 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 1,213 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 中福彩运营. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction