Wing On Department Store Xiaohongshu Marketing
Wing On Department Store is a long-standing classic Hong Kong retailer with strong local recognition and loyalty. Yet its image skews traditional, historically attracting older local shoppers—even deep discounts rarely pull younger generations or mainland visitors in on their own.
As a century-classic Hong Kong department store, Wing On broke its traditional image during May Day Golden Week through youth-preferred brand curation, nearby check-in routes, and full on-site direction. With 6 video store-visit KOLs, the campaign surpassed 129,282 video reads and 3,924 engagements—drawing young shoppers and mainland visitors offline.
- Partner KOLs
- 6 video store-visit KOLs
- Video reads
- 129,282+
- Video engagements
- 3,924+
- Avg. reads per video
- 21,547+
- Avg. engagements per video
- 654+
The Background
Wing On Department Store has long been a classic Hong Kong retailer with high local awareness and loyalty. Because its brand image feels traditional, it historically attracted older local shoppers. Even major promotional discounts rarely inspired younger generations or mainland visitors to come spontaneously. The brand urgently needed to break its traditional image and reposition toward youth and inbound travellers.
For May Day Golden Week, Wing On launched a major mall promotion with broad discounts across many categories. To solve “discounts without traffic” and “missing youth energy,” As One designed a Xiaohongshu short-video campaign for frequent mainland visitors, local young consumers, and Hong Kong-based mainland audiences—using younger visual language and situational packaging to renew Wing On’s momentum.
The Strategy
On Xiaohongshu, how can a heritage department store shed the “only for older shoppers” stereotype while planting May Day promotions into younger and mainland-visitor minds? Beyond listing products, the key lies in the following two areas:
Curate youth-preferred brands so videos stay focused and watchable
A department store’s assortment is vast; inventory-style walkthroughs become bloated fast. We abandoned traditional promo advertising and strictly curated the May Day offer pool—spotlighting hot brands and high-value picks that young shoppers and mainland visitors actually care about—so videos stayed tight, punchy, and less likely to be skipped.
Write shopping into check-in routes and break circles with influential KOLs
Content was built around three themes: malls locals love, where to shop cheaply in Hong Kong, and popular Hong Kong check-in spots. We leveraged Wing On’s location and nearby viral landmarks to fold shopping into a May Day one-day itinerary. Six video store-visit KOLs with strong Greater Bay Area influence then delivered dynamic footage, on-site unboxing/try-ons, and fluid short videos for an immersive shopping feel.
The Execution
When Xiaohongshu users see department-store sales, they fear “too much to watch, no clear focus.” Filming only that the mall is big and discounts are many gets scrolled away unfinished. Packaging content as “locals’ private shopping spots + nearby check-in day trips” turns videos into high-save practical guides—while rejuvenating the brand and driving store visits.
Full on-site accompaniment to control the sprawling promo route
Wing On is large, with many promo counters and discounted SKUs—KOLs exploring alone easily lose focus. As One mapped offer lists and routes before shoot day, then guided all six KOLs on site, directing framing priorities toward the most compelling discounted counters for precise, high-quality, efficient capture.
Fast editing and youthful visual packaging to lift retention
We guided KOLs toward fast-paced store-visit editing with lively subtitle tags such as “hidden discount gems” and “locals’ private shopping spots,” foregrounding value, youth-facing brand counters, and check-in convenience to extend watch time.
Precise SEO keyword seeding for Golden Week search traffic
Across titles, captions, and comments, we naturally embedded terms such as Wing On Hong Kong, Hong Kong May Day sales, where to shop cheaply in Hong Kong, locals’ shopping in Hong Kong, Hong Kong nearby check-ins, and Hong Kong resident shopping guides—intercepting May Day inbound search demand.
The Sparkling Spots
Break the stereotype—rejuvenation and mainland-visitor circle-breaking together
The campaign shattered the perception that Wing On is only for older local shoppers. Client feedback during the sale showed clear growth in mainland visitors, young couples, and Hong Kong-based mainland shoppers—converting Xiaohongshu seeding into a real shift in offline footfall mix.
Professional on-site follow-through for large-mall shooting pain points
As One’s execution and commercial sharpness helped KOLs quickly locate core hot products inside a sprawling mall, raising output efficiency and content quality—and setting a replicable model for social campaigns in large retail complexes.
Discounts + check-in dual hooks drive strong community interaction
Packaging traditional department-store promotions as “locals’ private shopping + nearby landmark check-ins” pushed average engagements to 600+ per video. Users flooded comments asking for addresses, promo windows, and brand counters—strong conversion intent signals.
The Result
This May Day short-video project used six store-visit KOLs to deliver youthful shopping and check-in-route content, renewing Wing On’s commercial energy and proving that “curated picks × check-in routes” attract young shoppers and mainland visitors online.
The campaign surpassed 129,282 video reads and 3,924 engagements, with average reads of 21,547+ and average engagements of 654+. More importantly, store footfall mix shifted during the May Day sale—many mainland visitors and younger customers came to shop, achieving brand rejuvenation and audience expansion.
Case study FAQ
What results did the Wing On Xiaohongshu short-video campaign achieve?
Six high-influence video KOLs delivered average reads of 21,547 and average engagements of 654; totals surpassed 129,282 reads and 3,924 engagements. Client feedback also confirmed a clear rise in mainland visitors and younger shoppers during the sale—meeting rejuvenation and audience-expansion goals.
How do you keep heritage-department-store videos from becoming long and dull?
Drop inventory-style mall tours. Spotlight youth- and visitor-loved brands and high-value picks, and fold shopping into topics like “locals’ favourite spots” and nearby check-ins so content stays watchable and save-worthy.
What role did As One play during filming?
As One led strategy and content planning plus on-site direction: curating hot products, designing check-in themes, and seeding search terms in advance; then accompanying all six KOLs on shoot day to control routes and camera details for efficient, high-quality output.
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