How Huabei turned 花呗手账 (Huabei Bill Journal) into a meme-led challenge on Xiaohongshu
Huabei used 36 mid-tier lifestyle creators, humorous bill-journal screenshots and an 88-yuan repayment red packet to turn a payment feature into a Xiaohongshu UGC challenge.
Make the bill a witty commentator on everyday life
From 25 August to 26 September 2024, Alipay’s Huabei seeded 花呗手账 (Huabei Bill Journal), which turns 花呗账单 (Huabei Bill) into automatically generated journal screenshots. Creators framed its humorous spending commentary as "最懂你的互联网嘴替" (The Internet Spokesperson Who Knows You Best): a shareable reflection of milk-tea and coffee habits at work, travel memories and relationship records. The campaign ran as a sustained, image-led drip across 36 posts, with meme play and invitations to rework the format carrying the feature demonstration.
The audience was urban white-collar women and Gen Z students who use self-deprecating internet humour to describe their spending. Casting deliberately sat outside finance and technology, spanning relationships, food, lifestyle diaries, travel and education. To join the topic challenge, users posted a journal note and tagged the creator for a chance to receive an 88-yuan Huabei repayment red packet. A search-command route supported product discovery; there was no discount.
- Objective
- Brand Awareness
- Occasion
- No Specific Peg
- Funnel
- Conversion
- Messaging
- Love and Romance
- Scenes
- Couple Scenario · Workplace and Commute · Travel Scenario
- Activation
- UGC Solicitation · Meme Play
- Trends
- Emotional Value · Relaxed Vibe · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Meme Play | 2.5%1 in 39 |
| UGC Solicitation | 4.2%1 in 24 |
| Internet Meme | 5.9%1 in 17 |
| Workplace and Commute | 9.3%1 in 11 |
| Love and Romance | 18%1 in 6 |
Share of the 118 Xiaohongshu Finance campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning, mid-tier matrix across broad lifestyle verticals
6.5K–1.54M
36 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Turn the feature’s output into the content
Start with the asset the feature already produces. Add humorous copy and a recognisable emotional point of view to the bill-journal screenshot, so one asset demonstrates the function and gives users something worth posting.
- 2+
More steps in the full teardown
UGC mechanics, off-category casting, everyday scenes and sustained publishing
The full teardown adds
- Reads and engagement for all 36 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 495 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Ant Insurance used 64 creators to seed insurance products on XiaohongshuXiaohongshu · Finance | Dec 14, 2024 | 64 |
| How 平安好车主 (Ping An Good Car Owner) used Xiaohongshu and a Shenzhen pop-up for its tenth anniversaryXiaohongshu · Finance | Aug 15, 2024 | 14 |
| How Minsheng Credit Card seeded its Sam's Club card on XiaohongshuXiaohongshu · Finance | Aug 1, 2024 | 27 |
| How 华兴证券多多金 (China Renaissance Securities’ Duoduojin) used a Shanghai Citywalk to build awareness on XiaohongshuXiaohongshu · Finance | Jan 15, 2024 | 15 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 花呗有好事. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction