Saint Honore Cake Shop Xiaohongshu Marketing
Saint Honore Cake Shop is a trusted classic Hong Kong bakery brand, long admired for quality baking and festive pastries. Yet during Chinese New Year, Xiaohongshu is flooded with noise—“Hong Kong CNY souvenirs” search demand surges, while brands still struggle to stand out and convert online seeding into last-mile, pre-departure store purchases.
As a trusted classic Hong Kong bakery brand, Saint Honore Cake Shop ran a Chinese New Year campaign on Xiaohongshu. The project surpassed 85,619 image-text reads and 2,658 engagements, turning New Year Hong Kong souvenir buzz into precise footfall near West Kowloon Station.
- Partner KOCs
- 10 (image-text secondary creation)
- Image-text reads
- 85,619+
- Image-text engagements
- 2,658+
- Avg. reads per note
- 8,000+
- Avg. engagements per note
- 260+
The Background
Saint Honore Cake Shop (香港聖安娜餅屋) is a trusted classic Hong Kong bakery brand, long praised for quality baking and festive pastries. During Chinese New Year, demand from homebound travellers, Hong Kong visitors, and Hong Kong-based mainland residents surges—“Hong Kong CNY souvenirs” quickly becomes a hot Xiaohongshu search topic. But festive red oceans also mean extreme content noise: hard-sell product pitches rarely capture the final pre-departure purchase decision.
To own the New Year peak, As One focused on Saint Honore’s signature Golden Brick CNY cake series, targeting frequent Guangdong–Hong Kong travellers and Hong Kong-based mainland audiences. We centred seeding around high-search HSR gateway scenarios—especially stores near West Kowloon Station—to turn online heat into offline festive sales.
The Strategy
On Xiaohongshu, how can a brand stand out in the CNY souvenir red ocean while routing seeding traffic to stores that can actually convert? Beyond simply promoting product features, the key lies in the following two areas:
Use geo targeting to shorten the path from seeding to purchase
Data showed West Kowloon to be among the highest-search HSR hubs for mainland travellers and Hong Kong-based audiences during CNY. We concentrated the campaign on Saint Honore stores near West Kowloon, leading with “must-buy before departure” and “HSR-friendly, easy to carry” festive shopping scenarios—so content mapped directly to purchases users were about to make.
Use first-person store visits to turn bakery products into trusted souvenir guides
Instead of repetitive official product shots, we sent KOCs to multiple nearby stores for first-person filming and secondary creation, naturally embedding Golden Brick CNY cakes into two peak search themes: “Hong Kong CNY souvenirs” and “Hong Kong travel guides.” When the product appears inside pre-trip shopping lists and homebound gift recommendations, placement feels natural and stays closer to real decisions.
The Execution
During CNY, Xiaohongshu users do not lack recommendations—they lack answers they can use right now. Repeating that the cake tastes good and looks premium gets scrolled past. Framing content as “how to buy souvenirs at West Kowloon before departure” turns notes into high-save practical guides while completing both brand seeding and store traffic.
Shoot across multiple stores to keep assets real and non-repetitive
To avoid duplicated backgrounds and visual fatigue across 10 KOCs, photographers collected assets from different Saint Honore branches around West Kowloon, preserving real displays, packaging details, and festive store atmosphere so each note kept original texture and credibility.
Refine first-person secondary creation for content quality
We guided KOCs to document the full journey—store visit → choosing Golden Brick cakes → unboxing and tasting → gift packaging—then tightly optimised colour, copy rhythm, and taste storytelling in secondary creation, highlighting auspicious meaning, premium packaging, and authentic flavour.
Lock high-intent search terms to intercept converting traffic
Across titles, body copy, and comments, we naturally embedded high-conversion terms such as Saint Honore Hong Kong, Golden Brick CNY cake, Hong Kong souvenir recommendations, West Kowloon Station must-buys, Hong Kong CNY travel guides, and Hong Kong resident CNY gift boxes—capturing front-row festive and gateway-scene search demand.
The Sparkling Spots
Travel-guide content drove standout CTR and reshaped media strategy
Hong Kong travel-guide notes delivered far stronger click-through than comparable content. Beyond a single breakout, the insight directly informed later advertising audience packs (Hong Kong travellers, Hong Kong-based mainland users) and content direction.
Match homebound CNY psychology to rebuild “must-buy souvenir” mindshare
With an auspicious name and premium packaging, Golden Brick CNY cakes precisely hit the “bring Hong Kong flavour home for New Year” gifting need. Paired with first-person store narratives, Saint Honore cake was elevated into a representative must-buy before departure.
Geo-precise marketing closed the loop from seeding to store visit
Instead of spreading traffic across all of Hong Kong, we funnelled demand to stores near West Kowloon and other HSR hubs—forming a complete loop of search interception → deep seeding → precise offline purchase, turning festive buzz into measurable store conversion.
The Result
Through secondary creation with 10 quality image-text KOCs, the campaign built a “souvenir recommendations × travel guides” content matrix at the CNY peak—strengthening word of mouth for Golden Brick cakes while proving how strongly guide-led content attracts Hong Kong-bound audiences.
The project surpassed 85,619 image-text reads and 2,658 engagements, with average reads of 8,000+ and average engagements of 260+ per note. Travel-guide notes in particular recorded standout CTR, successfully routing online traffic to stores near West Kowloon Station and lifting festive product sales.
Case study FAQ
What results did the Saint Honore CNY Xiaohongshu campaign achieve?
The campaign worked with 10 image-text KOCs, surpassing 85,619 reads and 2,658 engagements—about 8,561 average reads and 265 average engagements per note. Travel-guide notes delivered standout CTR and helped convert online traffic into festive in-store sales.
Why focus on stores near West Kowloon Station?
Xiaohongshu data showed West Kowloon to be a high-search travel hub for mainland visitors and Hong Kong-based audiences during CNY. Focusing on nearby Saint Honore stores matched the “buy souvenirs on the last stop before departure” moment and enabled precise store traffic.
Why does the travel-guide CTR matter for future campaigns?
It validated strong preference for “practical guides + must-buy souvenirs” content among Hong Kong-bound users, giving the brand a clear basis for later Xiaohongshu ad audience building and content direction.
Related case studies
Café de Coral
Café de Coral Xiaohongshu Marketing
As one of Hong Kong's most iconic chain fast-food brands, Café de Coral offers a rich menu with strong local character. The campaign achieved 5,213,958+ impressions and 24,929+ total engagements, successfully positioning Café de Coral as a must-visit landmark for Hong Kong travellers.
Dulux
Dulux Xiaohongshu Marketing
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.
Eu Yan Sang
Eu Yan Sang Xiaohongshu Marketing
Among mainland consumers, products from Hong Kong specialty stores have long been a trusted guarantee of authenticity and genuine goods. The campaign achieved 6,075,855+ impressions and 294,530,000+ total engagements, successfully repositioning a traditional Chinese medicine brand as a must-have souvenir for travellers visiting Hong Kong.
Ricqlès
Ricqlès Xiaohongshu Marketing
French Ricqlès has long enjoyed exceptionally high recognition as an irreplaceable all-purpose remedy across generations. In 2025, the full campaign achieved 7,202,299+ impressions with 1,005,151+ cumulative video plays, successfully reinforcing the status of authentic French Ricqlès.
Contact Us
We look forward to connecting with you. Leave your details, and we will contact you promptly.
Whatsapp(+852) 6089 7552
Emailinfo@as1-int.com
MAP
