How Innovite Families built a Mother’s Day UGC challenge on Xiaohongshu

The “英姿妈妈最in自己” (Confident Moms, Be Your Most ‘In’ Self, with “in” meaning fashionable) challenge linked the staged logic of 英珞维分阶营养钙镁锌 (Innovite Stage-Based Calcium, Magnesium and Zinc Nutrition) to the idea that mothers could be themselves at every stage. A head creator introduced the attitude-led theme, while mid-tier creators used relaxed-parenting vlogs to explain nutrition stages by infant age. Long-tail creators placed portability and taste in bag-packing and morning routines. The video-led mix used themes including “松弛感带娃” (relaxed parenting), “瓶瓶罐罐拜拜” (bye-bye to bottles and jars) and “躺平式带娃” (laid-back parenting) rather than leading with a hard science lesson.

The campaign addressed new mothers and urban working women, particularly post-90s mothers interested in precise nutrition, self-development and less anxious parenting. From 11 to 25 May, users could post a note with “英姿妈妈最in自己” (Confident Moms, Be Your Most ‘In’ Self, with “in” meaning fashionable) and tag the brand to enter a draw for an Innovite gift pack, with more than 100 prize places. There was no discount mechanic; the call to action was participation in the topic challenge.