How Instinct turned kitten-care education into a Xiaohongshu creator challenge

Timed to the back-to-school period and 亚宠展 (Pet Fair Asia), the campaign turned kitten care into 《百利百科》 (Baili Encyclopedia), a systematic handbook drawing on the brand’s 60 years of pet research. Mid-tier pet creators acted as class representatives, sharing practical care advice through journal-style assignments. Video-led life vlogs framed feeding and growth through before-and-after contrasts, healing companionship and relaxed home routines, allowing 百利幼猫粮 (Instinct kitten food) and its grain-free, high-protein, no-attractant formulation to sit inside the education.

It spoke to urban young women who had just brought home a kitten or were preparing to adopt. Joining 百利百科养猫新手营 (Baili Encyclopedia Kitten-Care Camp for Beginners) or checking in at the 亚宠展 (Pet Fair Asia) booth offered free copies of 《百利百科》 (Baili Encyclopedia), 百利礼盒 (Instinct gift boxes) and kitten-food samples. An oversized installation, stamp-based check-ins and the “百利百科” (Baili Encyclopedia) search command connected offline participation to storefront or product-showcase search, with no discount or countdown mechanic.