Chinese are highly research-driven.
They actively seek out peer reviews, influencer opinions and real-world usage stories before a purchase. RED is built precisely for this.
0Million+
global monthly active users on Red 10k
monthly active users in New Zealand 20%
of users say content directly influences their purchase decisions 30x
higher ROI on Red compared with traditional platforms 4RED, also known as RedNote, Little Red Book or Xiaohongshu 小红书 is one of China’s most trusted review and discovery platforms.
With a highly engaged, predominantly female audience across beauty, fashion, wellness, home, travel, food and lifestyle. It shapes brand perception and purchase intent for Chinese consumers both in China and globally.
In New Zealand, RED is often the first place NZ Chinese consumers go to research products, read authentic reviews and decide whether something is worth their trust. Unlike traditional social platforms, RED prioritises real, experience‑led content over polished advertising, driving discovery through search and recommendation.
RED, also known as RedNote, Little Red Book or Xiaohongshu 小红书 is one of China’s most trusted review and discovery platforms.
With a highly engaged, predominantly female audience across beauty, fashion, wellness, home, travel, food and lifestyle. It shapes brand perception and purchase intent for Chinese consumers both in China and globally.
In New Zealand, RED is often the first place NZ Chinese consumers go to research products, read authentic reviews and decide whether something is worth their trust. Unlike traditional social platforms, RED prioritises real, experience‑led content over polished advertising, driving discovery through search and recommendation.
Our Services
At Marketing Minds, we help brands use RED strategically to build consideration at the exact moments Chinese consumers are researching and forming opinions. Our approach ensures your brand shows up authentically, supporting discovery and trust through real, experience‑led and authentic content.
RED Strategy & Planning
We help brands build a clear, effective RED strategy, right from the start. From account positioning and branding to frequency and types of content. As part of our planning, we assess how RED fits within your wider marketing strategy: whether you should operate your own account or leverage other creators for visibility, how best to gain traction through content and collaborations, and how RED should complement or differentiate from your WeChat activity to maximise impact across both platforms.
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RED Account Management
We manage your RED account end‑to‑end, tailoring everything to your brand’s needs and ensuring your presence grows with purpose. This includes planning the right posting frequency, formats, targeting and ad placements, supported by regular reporting, analysis and performance measures. We also explore additional ways to build followers and views through collaborations, optimisation and platform‑specific tactics, all focused on delivering a successful, results‑driven RED marketing campaign.
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Influencer Marketing
We research, select and manage Chinese influencers who can authentically amplify your brand and create content that feels native to RED. With access to a range of trusted creators across different content styles, we plan and produce experience‑led, genuine posts that integrate naturally into users’ feeds. Every partnership is chosen for credibility and relevance and not just reach to ensure your brand gains visibility, trust and meaningful engagement.
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Paid Amplification & Performance Support
While RED is discovery‑led, paid amplification can extend the reach of your content. We manage all paid boosting options on the platform, from Chips to the Aurora Ad platform, selecting the best approach to optimise your note’s performance. With the right targeted paid activity, the visibility of your content is reinforced all while maintaining RED’s authentic, organic feel.
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Monitoring, Insights & Integration
RED is a powerful source of insight into how Chinese consumers perceive brands and companies. Our monitoring and social listening services help you understand sentiment, refine positioning and make smarter content and marketing decisions, while also supporting proactive brand reputation management. We extend this capability across WeChat and key publishers, giving you a connected view of your wider Chinese marketing ecosystem.
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Brands We Partner With
