How Lotus turned a track carnival into an image-led Xiaohongshu campaign

Lotus held the event at Zhejiang International Circuit from 29 March to 1 April 2024, pairing the RMB 26.88 million Evija with Eletre, Emira and Emeya and bringing an F1 champion driver on site. Its 76-year racing story became something creators could photograph and experience. Lifestyle and general-entertainment creators extended the track visit into check-ins and outdoor camping, using magazine-style, image-led posts and friend-like themes such as “梦中情车” (the car of your dreams) and “出片拍档” (the perfect partner for great photos). Design, performance and hands-on demonstrations sat inside this softer frame.

The campaign addressed urban, quality-conscious young adults who valued visual appeal, outdoor pursuits and sport, including people drawn to speed without being committed car enthusiasts; Generation Z students were also in the targeting. There was no discount or direct promotional mechanism. The work stayed at awareness and product seeding, with no explicit conversion call to action and store referrals providing the offline linkage.