How 普安特 (Puainta) paired emotional pet stories with ingredient education on Xiaohongshu for 618

The campaign used “毛学长毕业季” (Furry Senior Graduation Season) and stray-animal rescue as its emotional vehicles, with “红薯公益在行动” (RedNote Public Welfare in Action) adding a platform public-welfare hook. Pet drama shorts, healing comics and beginner cat-care graphics placed “普安特滴派内外同驱” (Puainta Dipai Internal and External Dewormer) naturally in multi-pet households and stray-cat rescue scenes. The rational product case centred on an imidacloprid and moxidectin formula, external application without oral dosing, and “一管驱除体内外12种寄生虫” (One Tube Eliminates 12 Internal and External Parasites). A multi-tag matrix connected these stories and product messages across a video-led mix.

It addressed multi-cat households, first-time cat owners and young pet keepers, including urban professional women and Gen Z students, who wanted affordable health care and responded to rescue narratives. Content remained pure product seeding: there were no discounts or gifts. Some educational graphics referenced stocking up for 618 and value for money, while the ingredient, parasite-spectrum and price argument supplied the rational layer.