How EverClean turned cat-litter odour control into a Spring Festival stock-up on Xiaohongshu

Running from 4 January to 4 February 2024, the campaign used “除臭战神铂钻猫砂” (EverClean Platinum Diamond cat litter, the odour-fighting champion) as its organising theme and a matrix of campaign hashtags. EverClean centred the “除臭王炸组合” (ultimate odour-control duo), built around 铂钻小银盒 (Platinum Diamond Little Silver Box) and 铂钻蓝标猫砂 (Platinum Diamond Blue Label cat litter). Posts opened with litter-box smells in heated homes and multi-cat households, then explained patented activated-carbon deodorisation, clumping and litter savings. Buying guides, tutorials and hands-on comparisons translated those claims into demonstrations, including lasting odour control for 14 days and 30% less litter use. Roughly 47% of the posts were video.

The audience was urban young women with one or more cats, including white-collar workers and new mothers, who value a fresh home and planned to stock up before the holiday. A New Year goods festival purchase offered the chance to receive a limited Year of the Dragon gift bag co-branded with “小蓝和他的朋友” (Xiaolan and His Friends), containing a cat bandana, couplets and a toy. Light spend-based reductions and gifts, bundle recommendations and the limited-edition bag supported the seasonal offer, while posts directed shoppers to search for the store or product showcase. Brand heritage and peer-style recommendations supported an educational, friendly tone.