How UC Browser used Xiaohongshu to seed its novel-reading feature for Women’s Day
UC Browser promoted UC小说 (UC Novels) around Women’s Day through seventeen Xiaohongshu creators, using recommendations for screen-adapted novels to frame authorized, free reading as a form of self-care and personal growth.
Turn a novel genre into an emotional entry point for a utility app
From 27 February to 18 March 2024, UC Browser built the campaign around “推一本你N刷的大女主爽文” (“recommend a female-led power fantasy you have reread countless times”). Seventeen creators published seventeen posts, led by image-and-text, with video accounting for 24%. Collection-style recommendations introduced the original novels behind dramas including 《与凤行》 (The Legend of Shen Li), 《长相思》 (Lost You Forever) and 《莲花楼》 (Mysterious Lotus Casebook), while linking “大女主爽文” (female-led power fantasies) with female independence, clarity and growth. UC小说 (UC Novels) messages covered its range of authorized titles, free reading and clean reading experience.
The campaign addressed young women who read web novels, follow female growth and independence, watch dramas and want to explore their source novels. Z-generation students and urban professional women were the core audiences. There was no discount or additional promotion; posts directed readers to search for and read the novels in UC Browser.
- Objective
- Product Seeding
- Occasion
- Women's Day (3.8)
- Funnel
- Consideration
- Messaging
- Female Empowerment · Personal Growth · Attitude Statement · Pain-point Hook
- Formats
- Collection List
- Trends
- Emotional Value · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Female Empowerment | 5.9%1 in 17 |
| Film and Variety | 8.9%1 in 11 |
| Attitude Statement | 15%1 in 7 |
| Trending Event | 15%1 in 7 |
Share of the 203 Xiaohongshu Apps campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Seventeen creators in a female-led, mid-tier and KOC matrix
11.2K–304K
17 creators with a public follower count
Mid-tier Matrix Only
Koc Heavy
Female Dominant
The first step to copy
- 1
Start with a genre readers already care about
Choose an emotionally resonant content category before introducing the utility. Here, “大女主爽文” (female-led power fantasies) gave creators a natural reason to discuss reading, while authorized titles, free access and the reading experience fitted inside that conversation.
- 2+
More steps in the full teardown
festival timing, creator casting, friendly recommendation tone and the drama-to-reading bridge
The full teardown adds
- Reads and engagement for all 17 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 145 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How CamScanner used nineteen Xiaohongshu creators for back-to-school seedingXiaohongshu · Apps | Sep 5, 2024 | 19 |
| How Quark seeded final-exam revision tools on XiaohongshuXiaohongshu · Apps | May 30, 2024 | 13 |
| How Ximalaya turned audio content into Spring Festival gifts on XiaohongshuXiaohongshu · Apps | Feb 1, 2024 | 10 |
| How Doubao made an AI assistant part of everyday Douyin storylinesDouyin · Apps | Jan 22, 2026 | 47 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with UC浏览器. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction