How 福赏福赏 (Fushang Fushang, a prize-draw brand) linked multi-IP prize draws to pop-up visits on Xiaohongshu
Between 30 August and 19 October 2024, 17 posts from 17 mid-tier creators paired a multi-IP 一番赏 (Ichiban Kuji prize-draw) launch with convention pop-ups, online draws and a second-chance lottery. The video-led plan connected product seeding with store searches and on-site redemption.
Turn a blind-box draw into a two-stage reward experience
Built around “来福赏做好运大王” (Come to Fushang and become the king of good luck), the campaign framed 一番赏 (Ichiban Kuji) blind-box draws as a luck-led anime lifestyle. 间谍过家家 (Spy x Family), 变形金刚 (Transformers), 魔卡少女樱 (Cardcaptor Sakura), 粉红兔子 (Pink Rabbit) and 飞天小女警 (The Powerpuff Girls) supplied the IP range, with new-launch, limited-edition and exclusive-first-release cues. At CP30 and the PTS designer toy fair, offline draws and check-ins sat alongside online draws; packaging carried a second-chance “福中福” (Fortune Within Fortune) lottery. Role-play, convention visits and unboxings made up most content, supported by memes and comment lotteries.
The audience was Gen Z students and gift buyers who collect IP merchandise and attend anime conventions. The “100%得周边+二次抽奖福中福” (100% guaranteed merchandise + a second-chance Fortune Within Fortune lottery) offer promised an IP item with every offline draw, while “寻找福大王&赏大王” (Search for the Fu and Shang prize kings) added chances to win an iPhone15 or 金吧唧 (gold badges). Posts directed viewers to search for the store or product window, with store visits and on-site redemption completing the path. Scarcity, rather than discounts, supplied the urgency.
- Objective
- Product Seeding
- Occasion
- Film / IP Window
- Funnel
- Conversion
- Messaging
- Nostalgia · Design and Aesthetics
- Formats
- Character Roleplay · Unboxing / Haul
- Activation
- Comment Lottery · Meme Play · Pop-up Store · Store Visit
- Trends
- Merch and IP Collab · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Meme Play | 1.4%1 in 72 |
| Character Roleplay | 2.8%1 in 36 |
| Internet Meme | 2.8%1 in 36 |
| Comment Lottery | 12%1 in 8 |
| Store Visit | 17%1 in 6 |
| Pop-up Store | 19%1 in 5 |
| Typical | |
| Design and Aesthetics | 95%10 in 10 |
| Unboxing / Haul | 67%7 in 10 |
Share of the 144 Xiaohongshu Hobbies campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Seventeen mid-tier, female-leaning creators across cosplay, hobbies, comedy and fashion
15.7K–607K
17 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Lead with the IP and the number of draws
Open each post with the IP name and the number of draws, then show the draw or unboxing immediately. Use the IP collaboration as the entry point rather than a generic brand introduction, so the reward and collection appeal are clear from the first line.
- 2+
More steps in the full teardown
the double-reward offer, creator casting, content formats and multi-wave offline timing
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 1,508 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How MINISO used Harry Potter pop-ups and cosplay to drive store visits on XiaohongshuXiaohongshu · Hobbies | Sep 28, 2024 | 10 |
| How DC China used 31 Xiaohongshu creators to preview a Batman anniversary pop-up in GuangzhouXiaohongshu · Hobbies | Sep 13, 2024 | 31 |
| How TOPTOY built a DIY-led Xiaohongshu launch for 三丽鸥搪胶拿铁宝宝 (Sanrio vinyl Latte Baby dolls)Xiaohongshu · Hobbies | Aug 5, 2024 | 24 |
| How LEGO seeded building sets as Valentine's Day gifts on XiaohongshuXiaohongshu · Hobbies | Jan 25, 2024 | 13 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 福赏福赏. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction