Campaign archive
Campaign teardown · Xiaohongshu · Culture · Oct 2024

How ROCKBUND used Xiaohongshu guides to promote a fashion-week market

ROCKBUND partnered with LABELHOOD on “蕾虎·筋骨场” (LABELHOOD · Sinew and Bone Ground), a timed market and free exhibition, using ten image-led Xiaohongshu guides to frame the district as a relaxed weekend destination.

Illustration: ROCKBUND洛克·外滩源 connects heritage streets and contemporary design through a relaxed weekend walk.
Illustration · unrandom
Creators10KOC Long-tail Drove It
Posts10Image-led · 0% video
PeriodOct 11 – 13, 2024Film / IP Window
PartnerLABELHOOD蕾虎Co-branded campaign
The idea

A fashion-week anchor for a relaxed, photogenic city break

From 11 to 13 October 2024, ROCKBUND used the 2025SS Shanghai “蕾虎时装周” (LABELHOOD Fashion Week) as its content hook. With LABELHOOD, it staged the “蕾虎·筋骨场” (LABELHOOD · Sinew and Bone Ground) market and exhibition at 博物院广场 (Museum Plaza) and 安培洋行 (Ampire & Co. Building), bringing together niche brands and lifestyle shops around contemporary design, traditional culture and the district’s historic architecture. Ten creators produced ten photo-and-text posts covering photo spots, shops worth visiting and transport directions, turning the event into a practical weekend itinerary.

The content spoke to urban professional women and Gen Z students interested in relaxed city walks, attractive photo settings and visiting exhibitions. There was no discount mechanic: the offer was a free exhibition and market available only during the event, with posts directing readers to visit, browse and take photographs.

At a glance
Objective
Store Traffic
Occasion
Film / IP Window
Funnel
Awareness
Messaging
Design and Aesthetics · National Pride (Guochao)
Formats
Collection List
Activation
Pop-up Store · Installation / Exhibit
Trends
Relaxed Vibe · Self-reward Spending · Aesthetics Economy
Discount
No Discount, Pure Brand Push
Casting

A female-led, KOC-heavy mix of mid-tier and long-tail lifestyle creators

Follower range

10.9K–101K

10 creators with a public follower count

Casting

Mid-tier Matrix Only

Koc Heavy

Lean

Female Dominant

Playbook

The first step to copy

  1. 1
    Start with a time-bound cultural IP

    Tie the physical space to a cultural event with a fixed run date, then present it as a limited-window destination. ROCKBUND used the fashion-week programme to connect its market, free exhibition and historic setting.

  2. 2+
    More steps in the full teardown

    casting, the photo-and-text template and lifestyle-led store traffic

In unrandom

The full teardown adds

  • Reads and engagement for all 10 posts, ranked against similar creators
  • Estimated spend and cost per read
  • The breakout post, and why it led
  • What 147 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 ROCKBUND洛克·外滩源. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction