How 星海弹弹 (Xinghai Dandan) used fifteen music-led videos to seed folding pianos on Xiaohongshu

From September 16 to October 11, 2024, 星海弹弹 (Xinghai Dandan) rolled out fifteen video posts across multiple waves, centred on “星海弹弹礼物推荐” (Xinghai Dandan Gift Recommendations). Piano creators played popular background music, covered songs and performed Chinese-style medleys, placing the 星海弹弹折叠钢琴ZB100 (Xinghai Dandan ZB100 folding piano) and 星海弹弹折叠钢琴ZB200 (Xinghai Dandan ZB200 folding piano) inside emotional everyday scenes. Rather than lead with specifications, the videos used “轻便又便携” (lightweight and portable) and “折叠款很好收纳” (the folding model is easy to store) to make folding, storage and portability tangible, while pink and blue finishes carried the design message.

The campaign addressed young female music lovers, including urban professional women seeking personal rituals and self-reward, as well as gift buyers. “双十一购物清单” (Double 11 Shopping List) and the gift-recommendation theme signalled an occasion and purchase window without adding a promotion, discount or urgent prompt. Store referral was also part of the activation.