How Keep used a 崩坏星穹铁道 (Honkai: Star Rail) collaboration to turn Xiaohongshu fandom into medal runs
Keep paired a limited-edition medal run and baduanjin with pop-up challenges, using eleven fandom-led creators to route interest into an in-app search and sign-up.
Let a favourite character supply the reason to exercise
Keep built the collaboration around “Keep喊话星穹铁道该出奇兵了” (“Keep Calls on Star Rail: Time to Bring Out the Surprise Troops”), casting a popular 崩坏星穹铁道 (Honkai: Star Rail) character as an exercise coach. Fans could run 666 metres or join 联动特色课程 (special collaboration classes), including baduanjin, to obtain a limited co-branded Keep奖牌 (Keep medal). Video-led Xiaohongshu content covered cosplay, handmade fan-craft tutorials, design close-ups, hands-on demonstrations and pop-up visits, following the path from exercise to medal collection and display.
The audience was young ACG fans with little exercise habit but a strong interest in character merchandise and social sharing, alongside price-conscious trend followers. The 27–29 July 2024 burst added offline pop-up exercise challenges, a prize draw and gift redemption. Rather than discounts, the offer used limited-edition and first-release framing, friend tagging and a single conversion route: search for “星穹铁道” (Star Rail) inside Keep to register.
- Objective
- IP Collab Hype
- Occasion
- Film / IP Window
- Funnel
- Conversion
- Messaging
- Design and Aesthetics · Hands-on Testing
- Scenes
- Sports and Outdoor
- Formats
- DIY Handcraft · Tutorial
- Activation
- Pop-up Store · Challenge · Store Visit · @-friend Viral
- Trends
- Merch and IP Collab · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| DIY Handcraft | 1%1 in 100 |
| @-friend Viral | 4%1 in 25 |
| Hands-on Testing | 14%1 in 7 |
| Pop-up Store | 15%1 in 7 |
| Store Visit | 16%1 in 6 |
| Challenge | 19%1 in 5 |
| IP Collaboration | 19%1 in 5 |
| Typical | |
| Design and Aesthetics | 61%6 in 10 |
| Sports and Outdoor | 61%6 in 10 |
Share of the 100 Xiaohongshu Fitness campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning matrix of eleven mid-tier fandom creators
52.6K–485K
11 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Start with the character fans already love
Cast a popular IP character as the exercise coach and build the hook around “让你推来教你运动” (roughly, Let your favorite character teach you to exercise) rather than fitness instruction. The emotional reason to take part comes first; the run, course and medal then give that feeling a concrete action and reward.
- 2+
More steps in the full teardown
the low-distance medal mechanic, fandom-native content, pop-up challenges and in-app search conversion
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 384 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Keep turned anime IP medals into a Xiaohongshu running challengeXiaohongshu · Fitness | Aug 14, 2024 | 17 |
| 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. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction