How Keep turned anime IP medals into a Xiaohongshu running challenge
From August 14–23, 2024, Keep linked running challenges with 间谍过家家 (SPY×FAMILY) and 咒术回战 (Jujutsu Kaisen) collectibles, pairing 21 posts from 17 creators with fan check-ins at outdoor screens in Shanghai.
Make the finisher medal a collectible worth running for
Keep treated the finisher medal as playable IP merchandise rather than a conventional sports souvenir. The 趣玩款奖牌 (Playful Edition medal) and 经典款奖牌 (Classic Edition medal) used features such as ejection mechanisms and flowing-glitter craft, with character cards, fridge magnets and other merchandise extending the set. Participants completed a specified-distance running challenge during the event. On Xiaohongshu, cosplay and roleplay sat alongside hands-on demonstrations, design close-ups and combination recommendations, while support screens on Nanjing Road and at Bailian ZX gave fans physical locations to visit and share.
The campaign addressed young women who collect anime character merchandise, including Gen Z students and urban white-collar women. The limited-period, exclusive-debut offer carried no discount; scarcity came from the physical rewards. A low-friction option allowed 3 km with no time limit and phone-shaking completion, while search prompts directed interested users towards the store or product window.
- Objective
- Product Seeding
- Occasion
- Film / IP Window
- Funnel
- Interest
- Messaging
- Design and Aesthetics · Combo Recommendation · Hands-on Testing
- Formats
- Character Roleplay
- Activation
- Challenge · Installation / Exhibit
- Trends
- Merch and IP Collab · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Character Roleplay | 5%1 in 20 |
| Installation / Exhibit | 10%1 in 10 |
| Hands-on Testing | 14%1 in 7 |
| Challenge | 19%1 in 5 |
| IP Collaboration | 19%1 in 5 |
| Typical | |
| Design and Aesthetics | 61%6 in 10 |
Share of the 100 Xiaohongshu Fitness campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Seventeen mid-tier creators, led by women and interest verticals
15.6K–389K
17 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Start with an IP whose fans already collect merchandise
Choose the collaboration for its collecting culture, then make the reward playable. Keep used ejection mechanisms, flowing-glitter craft and magnetic features, turning the medal into an interactive collectible rather than a standard sports souvenir.
- 2+
More steps in the full teardown
mid-tier casting, low-friction challenges, search prompts and offline screen moments
The full teardown adds
- Reads and engagement for all 21 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 966 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Keep used a 崩坏星穹铁道 (Honkai: Star Rail) collaboration to turn Xiaohongshu fandom into medal runsXiaohongshu · Fitness | Jul 27, 2024 | 11 |
| How Decathlon seeded summer sports gear with seventy-seven Xiaohongshu creatorsXiaohongshu · Fitness | Jul 8, 2024 | 77 |
| How On used Xiaohongshu store check-ins to turn a partnership into product discoveryXiaohongshu · Fitness | Jun 7, 2024 | 28 |
| How 361° turned Women’s Day into an everyday resilience story on XiaohongshuXiaohongshu · Fitness | Mar 8, 2024 | 12 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with Keep活动种草机. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction