How Meituan Group Buying turned ambassador standees into Xiaohongshu store visits
From June 14–18, 2024, Meituan Group Buying placed life-size ambassador standees in malls and restaurants, using 21 lifestyle creators to connect photo check-ins with group-buying orders and in-store redemption.
Make the ambassador a physical city check-in point
Timed to the ambassador's film 走走停停 (G for Gap), the campaign placed 1:1 standees in shopping malls and restaurants and built a social hashtag around the standee. The intended path was simple: encounter the ambassador, take a photo, then place a group-buying order. Creators framed that path through parent-child outings, shopping with friends and solo dining. The 21 posts mixed images and video, with video accounting for 43%.
The campaign spoke to urban young women, white-collar workers and new mothers who enjoy photographing everyday outings and want both value and emotional satisfaction. There was no direct campaign discount. The call to action was to visit a standee location, order through Meituan Group Buying for lower prices and redeem offline, with everyday scenes carrying the value message.
- Objective
- Store Traffic
- Occasion
- Film / IP Window
- Funnel
- Awareness
- Messaging
- Value for Money
- Scenes
- Family and Parenting · Travel Scenario · Food and Dining
- Trends
- Emotional Value · Relaxed Vibe
- Trust
- Celebrity Endorsement
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Film and Variety | 5.7%1 in 18 |
| Celebrity Endorsement | 6.3%1 in 16 |
| Family and Parenting | 11%1 in 9 |
| Food and Dining | 19%1 in 5 |
| Typical | |
| Value for Money | 82%8 in 10 |
Share of the 333 Xiaohongshu Life Services campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning matrix of 21 mid-tier lifestyle creators
11.9K–353K
21 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Put the ambassador where purchases already happen
Turn ambassador imagery into 1:1 standees and place them in high-frequency spending locations such as malls and restaurants. Give fans and passers-by a reason to stop, take photos and share, then use creator content to connect that encounter with a platform order.
- 2+
More steps in the full teardown
casting, real-life scenes and the path from check-in to in-store redemption
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 612 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How 交子大道JZA (Jiaozi Avenue JZA) built a National Day City Walk on XiaohongshuXiaohongshu · Life Services | Oct 2, 2024 | 12 |
| How Meituan turned Qixi flowers into museum exhibits on XiaohongshuXiaohongshu · Life Services | Aug 5, 2024 | 16 |
| How Cainiao built a back-to-school Xiaohongshu campaign around campus ritualsXiaohongshu · Life Services | Mar 15, 2024 | 10 |
| How Ele.me paired a Shanghai Metro exhibition with Xiaohongshu posts for Spring FestivalXiaohongshu · Life Services | Feb 5, 2024 | 24 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 美团团购. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction