RightPick Xiaohongshu Marketing
For DSE candidates, choosing a university programme is one of life’s most critical decisions. Traditional advice often focuses only on grades and interests, overlooking personality, learning style, university-life expectations and career direction—leaving students afraid of choosing wrong, without a systematic tool to connect subject choice to future pathways.
RightPick is Hong Kong’s first AI subject-selection system, matching DSE candidates with their best-fit 20 JUPAS programmes in 15–30 minutes. As One ran KOC seeding through real-user stories and admissions guides—with 10 KOCs delivering 8,697+ reads and 2,866+ engagements—positioning RightPick as the must-try DSE subject-selection tool and career-planning essential.
- Partner KOCs
- 10
- Total reads
- 8,697+
- Total engagements
- 2,866+
The Background
Many DSE candidates share the same pain points: not knowing which subjects and careers fit their personality, limited understanding of real JUPAS programme content and graduate pathways, fear of the cost of choosing wrongly, and a lack of systematic career-planning tools. RightPick, Hong Kong’s first AI subject-selection system, uses big data and algorithms—via JUPAS Six Personality analysis and career-oriented assessment—to match students with their best-fit 20 programmes in 15–30 minutes, drawing on roughly 900,000 data points and 362 JUPAS programme profiles.
Xiaohongshu gathers large numbers of DSE candidates, parents and education audiences searching for admissions guides and study experience. As One planned and executed KOC seeding for RightPick, using real-user sharing and admissions-guide content to position the brand as a “DSE subject-selection power tool” and career-planning essential—driving proactive discovery and use while building long-term search assets.
The Strategy
On Xiaohongshu, how can an EdTech product avoid hard-sell advertising while planting an AI subject-selection tool into the real admissions journeys of students and parents? Beyond listing features, the key lies in the following two areas:
Position it as a “must-test before choosing” tool inside shareable admissions stories
We dropped traditional hard ads and positioned RightPick as a must-test tool before subject selection. KOCs in admissions guides, education sharing and student life shared their own or students’ test experiences, JUPAS Six Personality results and top-20 programme recommendations—building a “everyone preparing for DSE is using RightPick” word-of-mouth effect inside decisions users already search for.
Optimise tags continuously to own high-intent admissions search
Following platform trends, we combined education tags such as DSE subject selection, JUPAS guides, university major choice, career planning and Hong Kong admissions, while binding hot topics like subject-selection tools, AI subject selection and career mapping—so content precisely reaches education-intent audiences and lays groundwork for lasting search ranking.
The Execution
Xiaohongshu users are naturally wary of education ads; over-commercial notes get scrolled past or resisted. Pushing “AI is powerful—test now” lacks persuasion. Framing content as real test experiences, admissions guides and subject advice—while carefully avoiding sensitive claims—turns notes into high-save practical content that builds trust and seeding together.
Real KOC tests that contrast traditional subject-choice blind spots
Admissions KOCs completed RightPick tests and described the process, questionnaire and results in detail, contrasting traditional “grades + interests only” advice with RightPick’s multi-dimensional analysis of personality, career orientation and university-life expectations. One creator typed as “interest/goal first,” for example, received programme recommendations she had never considered yet found highly fitting—an eye-opening, persuasive story.
Write the product into admissions guides with three clear stages
Beyond test shares, KOCs created “full DSE subject-selection guides” and “JUPAS must-knows,” explaining RightPick’s three stages: enter predicted or actual DSE results; complete questionnaires on interests, university-life hopes and career blueprints; then receive the best-fit 20 programmes based on personality plus grades and industry outlook. Content also introduced career-oriented assessment and 18-type career analysis to help students rank suitable occupations.
Keep messaging compliant through experience and guide framing
Education content must avoid over-commercialisation and sensitive promises. Notes stayed focused on real experience, admissions guidance and subject advice, recommended from a “been there” perspective to lower hard-sell feel and earn trust from both students and parents.
The Sparkling Spots
Soft seeding that writes the tool into admissions stories
RightPick was woven into KOCs’ admissions stories and lived experiences. Attractive assets and practical guide formats put RightPick on the “must-test before choosing” list while deepening emotional connection and longer-term trust.
Strategic tags that unlock organic traffic
By locking onto trending and high-traffic tags, the campaign rode Xiaohongshu’s admissions conversation—boosting exposure and strong organic engagement so content remained discoverable during and after the flight.
Rebuild a professional EdTech image inside admissions culture
By deeply combining AI subject selection, big-data analysis and career planning, RightPick was repositioned as a professional tool for DSE candidates—elevating the brand to EdTech and career-planning stature for both students and parents.
The Result
With “DSE subject-selection power tool” as the core product label, RightPick successfully entered target minds on Xiaohongshu. Real comments showed users recommending it to juniors; the KOC matrix also achieved broad keyword coverage, so searches for DSE subject selection, JUPAS guides, university majors and career planning could surface original branded seeding notes.
With 10 KOCs, the campaign surpassed 8,697 reads and 2,866 engagements, efficiently opening Hong Kong’s local admissions search scene and accumulating compounding UGC and search weight for the brand.
Case study FAQ
How does RightPick reach students and parents on Xiaohongshu?
Through real KOC test shares, admissions guides and parent-perspective content, RightPick enters authentic DSE decision scenarios and uses a “must-test before choosing” positioning to drive proactive search and use.
What makes RightPick’s JUPAS Six Personality analysis unique?
It uses six original subject-selection dimensions covering personality, interests and capabilities—Career Connector, Salary First, Easy University Life, Interest/Goal First, Brand University Focused, and Become a Professional—distinct from traditional MBTI and Holland Codes.
How does RightPick support career planning?
Its career-oriented assessment includes work-domain analysis and 18-type career analysis, ranking the top 1–20 occupations by users’ work preferences and strengths—helping connect subject choice to future careers.
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