How MobiGarden built a 618 camping seeding campaign on Xiaohongshu
From May 10 to June 18, 2024, 64 creators published 64 posts, with roughly a third on video. MobiGarden placed automatic setup, sun protection and space inside family camping, travel and hiking scenes, without a discount-led call to action.
Turn the tent into a travel companion
MobiGarden framed its new camping range as a travel companion under "我的出游搭子牧高笛" (MobiGarden, My Travel Companion). The theme "把家搬进大自然" (Bring Home into Nature) linked relaxed outdoor living to practical demonstrations: quick automatic setup, black-coating sun protection, rain cover and roomy layouts with extendable shelters. Posts moved from familiar frustrations such as fiddly pitching and limited space to product explanations, using parent-child camps, family trips, hiking and scenic check-ins across images and video.
The campaign addressed urban young families, professional women, Gen Z students and hiking enthusiasts who cared about ease of use and design. Its range included the 牧高笛假日山居10.9自动黑胶帐篷 (MobiGarden Holiday Mountain Retreat 10.9 automatic blackout-coated tent), 牧高笛零动155自动黑胶帐篷 (MobiGarden Lingdong 155 automatic blackout-coated tent) and 牧高笛冷山UL2 (MobiGarden Lengshan UL2), alongside a wagon, cooler, recliner and roll-top table. Activity spanned May Day and 618. It remained product seeding, with no direct discount or hard conversion prompt, although some posts referenced 618.
- Objective
- Product Seeding
- Occasion
- 618 · New Launch
- Funnel
- Consideration
- Messaging
- Specs and Performance · Healing and Relaxation · Pain-point Hook · Design and Aesthetics
- Scenes
- Family and Parenting · Travel Scenario · Sports and Outdoor
- Trends
- Relaxed Vibe · Self-reward Spending
- Trust
- Word of Mouth
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Word of Mouth | 2.8%1 in 35 |
| Family and Parenting | 13%1 in 8 |
| Pain-point Hook | 15%1 in 7 |
| Typical | |
| Sports and Outdoor | 86%9 in 10 |
| Healing and Relaxation | 69%7 in 10 |
| Travel Scenario | 69%7 in 10 |
| Design and Aesthetics | 63%6 in 10 |
Share of the 176 Xiaohongshu Outdoor campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Sixty-four mid-tier and long-tail creators, with a male lean
7.03K–296K
64 creators with a public follower count
Mid-tier Matrix Only
Koc Heavy
Male Dominant
The first step to copy
- 1
Start with the setup problem, then demonstrate the fix
Open on a recognisable camping frustration, such as complicated pitching or too little room. Move quickly into a repeatable proof frame: quick automatic opening, sun protection and usable space, shown in a real family or hiking setup.
- 2+
More steps in the full teardown
message repetition, vertical casting, scene building and May Day/618 timing
The full teardown adds
- Reads and engagement for all 64 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 2,411 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Osprey marked its 50th anniversary with a Beijing hutong pop-up on XiaohongshuXiaohongshu · Outdoor | Aug 31, 2024 | 20 |
| How KOLON SPORT used a Sanlitun 3D screen to drive Xiaohongshu store visitsXiaohongshu · Outdoor | May 17, 2024 | 39 |
| How Li-Ning CF used Xiaohongshu routes and UGC to seed its outdoor rangeXiaohongshu · Outdoor | Feb 23, 2024 | 48 |
| How Pelliot used Douyin creators to make technical outdoor wear part of relaxed summer stylingDouyin · Outdoor | Apr 24, 2025 | 33 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 牧高笛MobiGarden. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction