How 我爱我家 (Wo Ai Wo Jia, I Love My Home) used Xiaohongshu to frame its 24th anniversary as a service promise
我爱我家 (Wo Ai Wo Jia, I Love My Home) used its 24th anniversary to make honest service tangible on Xiaohongshu. Eleven creators folded home buying, renting and agency service into stories about independent women, work and family, with no discount or hard conversion push.
A service promise becomes a stance on honest living
The anniversary film anchored the activity, with 实在小黄 (Honest Xiaohuang) and 我爱我家24年实在好服务 (Wo Ai Wo Jia: 24 Years of Genuine, Quality Service) carrying the brand idea. Straight talk and treating people honestly were expressed through three service behaviours: state things as they are, act early and offer compensation proactively. From 21 May to 1 June 2024, eleven posts placed those behaviours inside stories about women buying homes independently, workplace communication, family moves and midlife emotions. Video accounted for 45% of the mixed-format output.
The campaign addressed urban women seeking independent space, a sense of security in property decisions and sincerity in relationships. There was no promotion, discount or urgency mechanic; the anniversary message and soft service placements did the work, with store referral included in the activation.
- Objective
- Brand Awareness
- Occasion
- Anniversary
- Funnel
- Awareness
- Messaging
- Female Empowerment · Personal Growth · Attitude Statement · Family Warmth
- Formats
- Buying Guide
- Activation
- Votes and Quizzes
- Trends
- Emotional Value · Self-reward Spending
- Trust
- User Testimony
- Discount
- No Discount, Pure Brand Push
Eleven female-led, mid- and lower-tier lifestyle creators
25.8K–543K
11 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Distil the anniversary into one plain service principle
Start with a line that can work both as a service commitment and a life attitude, then break it into specific behaviours. Use the anniversary film to establish that language before creators apply it to property and everyday situations.
- 2+
More steps in the full teardown
creator casting, life-story scenes, mixed formats and the no-discount anniversary message
The full teardown adds
- Reads and engagement for all 11 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 314 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 我爱我家. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction