How Guangzhou Sunac Cultural Tourism City used eleven Xiaohongshu guides to seed a summer carnival
Guangzhou Sunac Cultural Tourism City ran eleven image-and-text guides on Xiaohongshu from 18 to 22 July 2024, pairing practical family-day-out advice with a dopamine-color carnival to drive visits to its water park and theme park.
Solve the summer sun problem, then sell a full day of color
The "多巴胺狂欢嘉年华" (Dopamine Carnival) theme connected two offline settings, 广州融创水世界 (Guangzhou Sunac Water World) and 广州融创乐园 (Guangzhou Sunac Land). The water-park hook was indoor, temperature-controlled play without outdoor sun exposure; the wider experience added dopamine-colored photo spots, a float parade, an intangible cultural heritage iron-flower performance and a beer and electronic-music party. Each creator turned these elements into a practical image-and-text guide rather than a video.
The campaign addressed young mothers in Guangdong and nearby areas deciding where to take children during the summer heat, while also giving younger visitors colorful scenes to photograph. It offered no discount or direct promotion: the call to action was simply to visit the parks, with guides lowering the planning burden through routes and on-the-ground tips.
- Objective
- Store Traffic
- Occasion
- No Specific Peg
- Funnel
- Consideration
- Messaging
- Design and Aesthetics · Pain-point Hook
- Scenes
- Family and Parenting · Festival Scene
- Formats
- Collection List
- Trends
- Dopamine Dressing · Self-reward Spending · Relaxed Vibe
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Pain-point Hook | 5.6%1 in 18 |
| Fashion Trend | 8.3%1 in 12 |
| Typical | |
| Design and Aesthetics | 67%7 in 10 |
| Family and Parenting | 61%6 in 10 |
Share of the 36 Xiaohongshu Entertainment campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Eleven female-skewed, mid-tier KOCs across travel, food, fashion and parenting
10.1K–57.2K
11 creators with a public follower count
Mid-tier Matrix Only
Koc Heavy
Female Dominant
The first step to copy
- 1
Open with the family’s summer pain point
Start with the immediate concern—taking children out to play in intense Guangdong heat without prolonged sun exposure. That makes the indoor water park relevant before introducing the wider carnival program.
- 2+
More steps in the full teardown
practical guide content, KOC casting and one visual thread across the experience
The full teardown adds
- Reads and engagement for all 11 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 250 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Hong Kong Disneyland Resort built a Halloween role-play campaign on XiaohongshuXiaohongshu · Entertainment | Sep 12, 2024 | 25 |
| How Shanghai Disney Resort used Xiaohongshu to turn spring dining into a collecting gameXiaohongshu · Entertainment | Mar 26, 2024 | 10 |
| How Ryo built an image-led Xiaohongshu seeding campaign for 北京云歇 (Beijing Cloud Rest)Xiaohongshu · Personal Care | Nov 8, 2025 | 47 |
| How Sculptra used a mid-tier Xiaohongshu matrix to explain regenerative anti-ageingXiaohongshu · Looks | Mar 26, 2025 | 131 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 广州融创文旅城. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction