Campaign archive
Campaign teardown · Xiaohongshu · Other · Jul 2024

How PILOT built a Juice anniversary launch on Xiaohongshu

PILOT marked its twentieth anniversary in China with a 混果汁 (Hun Juice) collaboration, using summer colours, journalling and store visits to frame a limited-edition pen set as part of a relaxed lifestyle.

Illustration: PILOT百乐 mixes summer refreshment with the pleasure of making marks.
Illustration · unrandom
Creators12Mid-tier Matrix Drove It
Posts12Mixed format · 42% video
PeriodJul 11 – 15, 2024New Launch · Anniversary
Partner混果汁 · 三眼仔Co-branded campaign
The idea

Summer colour turns a pen launch into a lifestyle ritual

PILOT partnered with juice brand 混果汁 (Hun Juice) on Juice多巴胺联名限定套装 (Juice Dopamine co-branded limited-edition set), pairing six dopamine-bright pen colours with the partner's fresh, healthy positioning. From 11 to 15 July 2024, twelve creators published twelve Xiaohongshu posts, with video accounting for 42%. Journalling, drawing, DIY and store visits demonstrated the carbide bullet-tip nib, while 三眼仔 (Toy Story Alien) pen clips and relaxed summer styling carried the slogan 把快乐握在手上 (hold happiness in your hand).

The campaign addressed young female students and urban professionals interested in journalling, drawing, dopamine colour and a slower summer mood. The co-branded combo included a Juice pen, sticky notes and a 三眼仔 (Toy Story Alien) pen clip; a six-pen set was sold online. Theme stores in Guangdong added check-in activities. The call to action sent users to search for the shop or storefront, using limited-edition and exclusive-first-release framing with no discounting.

At a glance
Objective
Product Launch
Occasion
New Launch · Anniversary
Funnel
Conversion
Messaging
Design and Aesthetics · Nostalgia · Healing and Relaxation · Hands-on Testing
Scenes
Travel Scenario
Formats
DIY Handcraft
Activation
Store Visit · Installation / Exhibit · Pop-up Store
Trends
Dopamine Dressing · Self-reward Spending · Relaxed Vibe
Discount
No Discount, Pure Brand Push
Casting

A twelve-creator, mid-tier-only matrix with a female-led lifestyle mix

Follower range

18.7K–454K

12 creators with a public follower count

Casting

Mid-tier Matrix Only

Mid Dominant

Lean

Female Dominant

Playbook

The first step to copy

  1. 1
    Anchor the collaboration in a product truth

    Start with a partner whose summer positioning naturally extends the product. Here, juice and colour frame a gel-pen range. Give creators a functional detail to demonstrate and a limited-edition item to style, keeping the collaboration visible in everyday use.

  2. 2+
    More steps in the full teardown

    casting, content scenes and the online–offline conversion path

In unrandom

The full teardown adds

  • Reads and engagement for all 12 posts, ranked against similar creators
  • Estimated spend and cost per read
  • The breakout post, and why it led
  • What 377 comments asked for most
  • The rest of the playbook
  • Casting risks and smart moves
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A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with PILOT百乐. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction