How Zeekr used Xiaohongshu to turn 520 store visits into romantic experiences

Under the theme “2024极氪去爱” (2024 Zeekr, Go Love), the campaign framed Zeekr stores as romantic, photogenic spaces. Creators combined store tours, test drives, delivery stories and couple photography with chocolate DIY, flower surprises and a photo challenge. The Zeekr 001, 007 and X appeared through women’s driving, camping and couple-life scenes, with design and space leading the story and performance details supporting it. Seventeen creators published seventeen posts; images and text dominated, with video accounting for 6%.

The core audience was young urban women who value independence, ritual and design, with gift buyers as a secondary audience. The message covered both romance and self-reward: the car could be a lifestyle upgrade or a gift. There was no hard discount. A store check-in offered a customised 520 aromatherapy card, while the official account hosted a 520 prize draw for small gifts, giving every post a clear offline next step.