How On used Xiaohongshu store check-ins to turn a partnership into product discovery
For the June 2024 launch of its global brand partnership, On invited 28 fashion and lifestyle creators into stores during the Dragon Boat Festival holiday, pairing poster check-ins with summer outfits and no discount.
A store photo with the ambassador became the reason to try on the collection
The creative prompt was to appear beside the ambassador’s in-store poster, then build an image-led outfit note around the same products. Movement Crop, Active Shorts and Cloudtilt sat in summer OOTD and sports styling, with comfort, lightness and fashion appeal doing more work than technical specifications. The hashtags “为梦昂跑” (Run for Your Dreams, a wordplay on On’s Chinese name), “一起跑就很赞” (Running Together Is Great) and “dreamon” connected the store visits to the wider partnership moment.
The campaign addressed style-conscious young urban women and Gen Z students interested in relaxed living, celebrity-inspired outfits and store visits. There was no direct discount: the offer was the experience of visiting a store, taking the poster photo and trying on the featured kit. A “赞自己” (Give Yourself a Thumbs-Up) hand sign extended the styling story into self-confidence and self-appreciation.
- Objective
- Brand Awareness
- Occasion
- New Launch
- Funnel
- Awareness
- Messaging
- Design and Aesthetics · Combo Recommendation · Female Empowerment
- Scenes
- Outfit / OOTD · Sports and Outdoor
- Activation
- Store Visit
- Trends
- Relaxed Vibe · Self-reward Spending · Aesthetics Economy
- Trust
- Celebrity Endorsement
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Celebrity Endorsement | 5%1 in 20 |
| Celebrity Moment | 9%1 in 11 |
| Store Visit | 16%1 in 6 |
| 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, KOC-heavy matrix of 28 mid-tier lifestyle creators
8.79K–240K
28 creators with a public follower count
Mid-tier Matrix Only
Koc Heavy
Female Dominant
The first step to copy
- 1
Make the store visit the first content assignment
Time creator posts to the partnership announcement. Give each creator one simple brief: photograph themselves beside the in-store ambassador poster, try on the featured outfit and publish an image-led OOTD note. The store, product and conversation then share one scene.
- 2+
More steps in the full teardown
styling, creator scale, store traffic and the self-confidence message
The full teardown adds
- Reads and engagement for all 28 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 506 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 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 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 On昂跑. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction