How Geely Auto made 吉利星愿 (Geely Xingyuan, literally Star Wish) a women’s lifestyle launch on Xiaohongshu

The launch organised content around “新一代小天后” (The New-Generation Little Diva) and “#吉利星愿” (#GeelyXingyuan), presenting the car as a design-led accessory for self-expression. Creators placed it in OOTD shoots, drives with friends, pet outings and hanfu moon-viewing for Mid-Autumn. Tutorials on taking photos inside the car and light narrative integrations introduced product details naturally; the front trunk holding high heels supplied a concrete female-focused design cue. Video accounted for 76% of posts, keeping the emphasis on mood, looks and relaxed living rather than technical explanations.

The audience was urban white-collar women and Gen Z students who enjoy photography, outings with friends and treating purchases as extensions of personal style. The creative connected the car with relaxed living, self-reward and design-led consumption. There was no discount, urgency device or explicit conversion call to action: the campaign stayed at awareness and product seeding, with scene-based exposure doing the work.