Dulux Xiaohongshu Marketing
In home-building materials, consumers are naturally wary of over-retouched images and hard-sell ads. Dulux wanted deeper awareness among Hong Kong-based mainland residents and local young families—but without 100% authentic wall-painting results and application experience, even polished seeding struggles to turn into trust.
To deepen brand awareness of Dulux among Hong Kong-based mainland residents and local young families, As One ran a KOC campaign centred on real painting experiences. With 30 video KOCs, the project surpassed 318,451 reads and 12,365 engagements—building trust through scene-based seeding and closing the loop from online discovery to home-improvement decisions.
- Partner KOCs
- 30 video KOCs
- Total reads
- 318,451+
- Total engagements
- 12,365+
The Background
In home-building materials, consumers often distrust heavy retouching and hard-sell advertising. The client required 100% authentic wall-painting results and application experience—both a quality-communication baseline and the foundation of deep trust. For Hong Kong-based mainland families and local young households, paint is never “just coating”: it ties to kids-room safety, the cost of refreshing old furniture, and real pain points like humid weather and damp walls.
As One therefore designed a Xiaohongshu KOC campaign centred on real-scene experience: precisely segmenting parent-child families, single women living alone, and general households; weaving Dulux kids-safe paint, water-based enamel, and waterproof coating benefits into authentic home scenarios; and supporting KOC secondary creation with a shared high-authenticity asset library—keeping brand visuals consistent while preserving each creator’s voice.
The Strategy
On Xiaohongshu, how can a coatings brand dispel “fake retouching” doubts while turning a functional product into a lifestyle essential people want to DIY with? Beyond listing product features, the key lies in the following two areas:
Lead with pain-point solutions and real DIY makeovers
We abandoned one-size-fits-all product pitching and repositioned Dulux as a pain-point solution. Parenting, home-makeover, and lifestyle KOCs drove discussion with real painting close-ups and before-after contrasts—building buzz around Dulux as the go-to for low-cost, high-quality home upgrades, so product value appears inside problems users already care about.
Optimise tags continuously to intercept high-intent home search traffic
Capturing user concern for home quality and health safety, we combined high-traffic topics such as home makeovers, DIY refresh, and kids-room renovation with long-tail practical tags like soft-furnishing pairing and humidity/damp protection—so content is not only scrolled past, but found when real demand shows up in search.
The Execution
Xiaohongshu users are naturally sceptical of building-materials ads: when visuals look too perfect, they suspect inauthenticity. Finished walls and slogan-style claims get scrolled past. But real painting processes, before-after contrasts, and lived pain-point scenes turn notes into high-save practical content—building trust and seeding conversion at once.
Agency-led real-scene shoots for 100% authentic painting footage
To meet the client’s strict authenticity requirement, As One arranged multiple real-location sets, procured five large white display boards, and invited craftsmen to paint on site. We captured a large volume of high-quality, highly authentic footage, then distributed storyline packages to KOCs for editing and voice-over—controlling visual quality and product realism while preserving each account’s native style.
Three product lines mapped to three audience stories
Kids-safe paint targeted Hong Kong-based mainland families and parents with a kids-room safety upgrade story, filming indoor painting to highlight low-VOC, low-odour, and sensitivity-care benefits. Water-based enamel spoke to working women and DIY lovers through low-budget furniture refresh, using real contrasts to show adhesion and smooth finish. Waterproof coating addressed practical families facing humid weather, filming wall waterproofing and damp tests to prove protection in extreme moisture.
Shared asset library for KOC secondary creation
After unified production, assets were assigned by KOC style and room-story settings to avoid lookalike notes. KOCs handled post-editing and personalised VO—balancing brand visual consistency with authentic creator expression and lifting credibility and conversion.
The Sparkling Spots
Authentic painting under control—without losing KOC voice
The agency handled real locations and on-board painting shoots; KOCs handled secondary editing and personalised VO. This protected footage quality and product realism while respecting each account’s style—so seeding felt like genuine sharing, not uniform hard ads.
Trending topics plus long-tail tags for lasting discoverability
By locking onto home trends and high-search keywords, content rode platform heat for strong organic interaction; practical long-tail tags continued intercepting demand users, so notes remained searchable after the campaign window.
Reposition functional coatings as everyday home-beautifying essentials
By deeply linking product traits to real life scenes, the campaign elevated functional coatings into must-have tools for young people and families beautifying their homes—reshaping Dulux as both professional and premium in feel.
The Result
Through authentic painting and scene-based marketing, Dulux deeply entered the minds of Xiaohongshu target consumers—especially Hong Kong-based mainland families. Real user comments showed clearer trust in product feel and safety; the KOC matrix also achieved broad keyword coverage, so searches like kids-room paint and furniture refresh could surface original branded seeding notes.
With 30 video KOCs, the campaign surpassed 318,451 reads and 12,365 engagements, successfully closing the loop from online seeding to home-consumption decisions—and validating “authentic experience × segmented stories × secondary creation” as an effective path in building materials.
Case study FAQ
What results did the Dulux Xiaohongshu KOC campaign achieve?
The campaign partnered with 30 video KOCs, delivering 318,451+ reads and 12,365+ engagements—raising trust and awareness among Hong Kong-based mainland residents and young families, while covering high-intent keywords such as kids-room paint and furniture refresh.
How do you prove painting results are real and avoid “retouching” doubts?
As One centrally arranged real locations and on-site craftsman painting, then shared high-authenticity assets with KOCs for secondary creation—replacing heavy retouching with real application processes and before-after contrasts to build visual trust at the source.
Why segment stories by audience and product line?
Parent-child families, single women, and general households have different pain points. Mapping kids-safe paint, water-based enamel, and waterproof coating to kids-room safety, low-budget refresh, and humid-weather protection creates sharper resonance—and stops every note from saying the same thing.
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