How Vewin used fifteen Xiaohongshu creators for Chinese New Year cleaning

The campaign ran from 11 to 25 January 2024, with fifteen creators publishing fifteen posts; video accounted for 47%. A hashtag built on an ambassador's nickname unified the activity, alongside “大扫除神操作” (Clever Deep-Cleaning Hacks) and “威王” (“Vewin”). Under the idea “一瓶搞定全厕清洁，让大扫除轻松解压” (“One bottle cleans the whole toilet, making the deep clean easy and relaxing”), immersive cleaning vlogs, tutorials and hands-on demonstrations moved from odour, stubborn yellow stains and tiring scrubbing to 威王松木橙花洁厕净 (Vewin Pine & Orange Blossom Toilet Cleaner). Ingredient explainers covered inorganic acid plus quaternary ammonium compounds, a 99.9% antibacterial rate, the 45-degree angled nozzle and lasting adhesion, while the pine-and-orange-blossom scent supported the relaxing theme.

The campaign addressed urban working women who value a tidy home, cleaning efficiency and a pleasant sensory experience, as well as price-conscious consumers open to peer recommendations. It drew on interest in affordable domestic brands and self-care. This was pure product seeding: no discount, free gift, urgency device or explicit conversion call to action. Only individual posts mentioned the product's ten-yuan price as a value point.