Objective & Background

IRVINS, one of Singapore’s most recognised premium snack brands, is known for signature Salted Egg snacks and strong presence among both locals and international visitors.

As IRVINS’ long-term China marketing partner, FY Ads Singapore first supported the brand in strengthening its presence among Chinese-speaking audiences in Singapore and Chinese tourists through Xiaohongshu. By combining localized content creation, official account management, influencer collaborations, offline product launch support, and paid media campaigns, we helped build brand awareness, strengthen social credibility, and drive meaningful engagement within the Xiaohongshu community.

Account Management:

Influencer collaborations:

As the brand continued to gain recognition among Chinese consumers, IRVINS accelerated its China expansion strategy, from cross-border e-commerce to offline retail channels, culminating in its launch at Sam’s Club China. FY Ads continued to support this next stage of growth by executing integrated China marketing campaigns that helped introduce IRVINS to consumers before they encountered the products on store shelves.

Applying Xiaohongshu Industry Best Practices

Understanding Xiaohongshu’s Role in the FMCG Decision Journey

As one of China’s leading lifestyle and product discovery platforms, Xiaohongshu plays a critical role in influencing consumer purchase decisions. Unlike entertainment-first platforms, Xiaohongshu is built around authentic user-generated content (UGC), where consumers actively search for real experiences, trusted recommendations, and product reviews before making a purchase.

For imported FMCG brands, Xiaohongshu functions as both a search engine and a community-driven recommendation platform, helping consumers evaluate products through lifestyle content rather than traditional advertising.

Chinese consumers on Xiaohongshu typically:

Search for authentic product reviews and consumption experiences.
Discover products through peer recommendations and lifestyle content.
Build trust through searchable user-generated content before making purchasing decisions.

For premium imported snack brands such as IRVINS, this makes Xiaohongshu an especially important touchpoint. The snack category is highly competitive, with thousands of local and international brands competing for consumer attention. Keywords such as “Sam’s Club must-buy snacks”, “imported snacks”, and “Singapore snacks” consistently attract consumers researching products before visiting retail stores.

Recognising these consumer behaviours, FY Ads developed a content and creator strategy centred on authentic product experiences, relatable consumption occasions, and trusted KOL recommendations. By aligning with how users naturally discover and evaluate products on Xiaohongshu, we helped build awareness and credibility ahead of IRVINS’ launch in Sam’s Club China.

KOL Seeding Strategy: Scaling with Quality

One of the key success factors behind IRVINS’ China launch was a large-scale Xiaohongshu KOL seeding campaign.

With Xiaohongshu’s evolving search and AI recommendation ecosystem, brands today need more than just a handful of high-profile creators. Strong search visibility is built through a combination of content volume, creator quality, and authentic user discussions across the platform.

To support IRVINS’ launch in Sam’s Club China, FY Ads collaborated with a large network of carefully selected food and lifestyle creators, generating extensive product discussions while maintaining consistent content quality.

Our creator selection process focused on:

Authentic audience engagement
High-quality food and lifestyle content
Relevant audience demographics
Proven credibility within the FMCG category
Genuine interaction rather than inflated engagement or low-quality accounts

Every creator was manually reviewed by our team to ensure the campaign was built on authentic recommendations instead of low-quality or artificial traffic.

Content Direction: Native, Searchable, Trust-Driven

Rather than producing advertising-style content, we developed creator briefs based on how consumers naturally search and discover imported snacks on Xiaohongshu.

Content focused on:

Authentic first-time tasting experiences
Everyday snacking and sharing occasions
“Sam’s Club Must Buy” recommendations
Lifestyle-oriented storytelling
Clear offline availability at Sam’s Club China

As the team managing IRVINS’ official Xiaohongshu account, FY Ads also ensured consistency across all creator content by maintaining a unified brand tone while allowing creators to communicate in their own authentic voice.

This approach strengthened both feed distribution and long-term search visibility, enabling content to continue generating product discovery long after the initial campaign period.

End-to-End Campaign Management

From planning through execution, FY Ads managed every stage of the campaign, ensuring seamless collaboration between Singapore and China teams.

Our responsibilities included:

Campaign strategy and planning
Creator sourcing and relationship management
KOL briefing and content direction
Timeline and deliverable coordination
Content review and quality assurance
Campaign reporting and performance monitoring

By combining local market knowledge with cross-border execution capabilities, we successfully supported IRVINS throughout its China market expansion.

Results & Business Impact

The campaign successfully established a strong Xiaohongshu presence for IRVINS during its Sam’s Club China launch.

Key outcomes included:

Extensive Xiaohongshu content coverage generated through large-scale creator collaborations.
Strong brand visibility during the Sam’s Club China launch period.
A growing library of authentic, searchable content that continues to support product discovery.
Increased credibility among consumers researching imported snacks and Sam’s Club recommendations.
A scalable content ecosystem supporting IRVINS’ long-term growth in the China market.

About FY Ads Singapore

FY Ads Singapore is a premier digital marketing agency specializing in Xiaohongshu marketing, content creation, and audience engagement on Chinese social media platforms. As the official overseas partner of the Xiaohongshu App, FY Ads Singapore is headquartered in Singapore, with additional offices in Malaysia, Thailand, and China. Their strategic approach and innovative solutions make them the ideal partner for brands aiming to enhance their digital footprint in the Chinese market.

For more information about FY Ads Singapore and their innovative Xiaohongshu marketing solutions, contact Info@fy-ads.com.