How 汪爸爸 (Wangbaba, Papa Wang) built a tenth-anniversary dog-food seeding push on Xiaohongshu

The tenth anniversary and the hashtag #汪爸爸十周年# (Wangbaba’s Tenth Anniversary) supplied the trust cue, while Double 11 gave the content a stock-up context. Pet creators combined unboxings, tutorials, buying guides and product round-ups with daily feeding accounts. A cold-water kibble-soaking test turned the ingredient argument into something viewers could see. Across 汪爸爸狗粮 (Wangbaba dog food; the brand name means Papa Wang), 汪爸爸烘焙粮 (Wangbaba baked kibble), 汪爸爸烘焙幼犬粮 (Wangbaba baked puppy kibble) and 汪爸爸鸡肉主食罐 (Wangbaba chicken complete-meal cans), the repeated claims were high fresh-meat content, no meat meal and dogs becoming sturdy and gaining weight.

The campaign addressed women new to pet ownership and price-sensitive dog owners with strong emotional ties to their pets. Its value anchor was under RMB 30 per jin, linking affordability with the reassurance of a domestic brand and visible ingredient evidence. Content recommended Double 11 stock-up consideration without stating a specific promotion, discount or urgency device; the call to action stayed at product seeding.