The 17 Best Lifestyle Brand Marketing Campaigns in China

Radar Report #10 features insights into the 17 best lifestyle marketing campaigns in China and the 3 marketing trends driving their success.

The most recent lifestyle marketing trends in China show brands connecting with Chinese consumers through offline experiences, music festivals, and live celebrity performances. Major social platforms Red and Douyin host lifestyle festivals to showcase urban exploration and a better life, driving netizens from online platforms to offline experience events.

Trend 1: Brand Music Festivals

CHI FOREST collaborated with Xiamen Tourism to create the Xiamen “Chi Forest Music Festival,” featuring popular acts, a gourmet market, and interactive installations. The event, promoted with hashtags #ChiForestMusicFestival and #XiamenChiForestMusicFestival, garnered nearly 36.1 million social media views, showcasing its success in blending music and tourism marketing.

L’OCCITANE promoted their new shower gel with a “Summer Live Show Music Festival” in Xiamen, featuring popular bands and a South of France beach theme. Attendees received gifts and samples, while L’Occitane-themed buses provided free rides. The campaign, supported by the hashtag #SouthernFrenchCarefreeSummer, achieved over 55 million social media views, demonstrating high engagement.

LIU LIU MEI hosted the “Super Green Plum Music Festival” in Anhui, blending modern music with traditional opera. The festival featured artists like CMCB, Hua’er Band, and Sun Xuelian, along with camping and market areas. The hashtag #LiuLiuMeiSuperGreenPlumMusicFestival achieved over 600,000 Weibo views, showcasing its success in engaging a diverse audience.

Trend 2: Music Festival Sponsorship

MIZONE sponsored the Beijing and Changsha Strawberry Music Festivals, featuring interactive brand booths and a giant waterfall installation. The campaign, with hashtags #ShuiaGuardCapture and #GuardingGoodDays, achieved nearly 84 million social media views, effectively engaging young music fans and promoting Mizone products.

LINSPY engaged youth at the Wuhan Strawberry Music Festival by showcasing their new bag chair through interactive installations and a pre-event stunt video. The festival featured exclusive spaces and themed areas, with hashtags #LINSPYStrawberryMusicFestival promoted on Weibo and RED. The campaign achieved nearly 2 million social media views, demonstrating significant engagement.

SKECHERS engaged youth at the Tianjin Bubble Music Festival with a booth featuring giant installations, DIY workshops, and performances by Liu Yu. The event was promoted across WeChat, Weibo, RED, and Douyin, with the hashtag #SkechersBubbleMan and a live stream. The campaign garnered over 51 million social media views, showcasing significant engagement.

STARBUCKS promoted its new flavored ready-to-drink coffee by sponsoring the Strawberry Music Festival, featuring a strawberry-themed entrance and photo booth. The social media campaign, with the hashtag #StarbucksTurnsPink, achieved nearly 20 million views across Weibo, Douyin, and RED, highlighting the success of blending engaging activities with social media promotion.

TAOBAO engaged festival-goers at the Heineken Bubble Island Music Festival with interactive photography through its “Taobao Music Festival” pop-up. Featuring themed check-in points and a giant photo booth, the campaign with the hashtag #CapturedByTaobaoCameraAtTheMusicFestival achieved over 75.14 million views and 46,000 discussions, demonstrating strong online engagement.

Trend 3: Social Platform Lifestyle Events

RED and [And Life] hosted the And Life Festival in Nanjing, featuring a dopamine-themed carnival with check-in activities and brand partners NIO and JD.com. The event included a map-based game and local performances. The campaign, promoted with hashtags #AndLifeFestival and #REDDopamineCarnival, achieved over 5.7 million views on RED, showcasing effective engagement through interactive experiences and social media.

RED and REDeco hosted the “Home Happiness Exhibition” to expand e-commerce, featuring home furnishings from Driade and FNJI. Visitors collected info cards for coffee and posted on a message wall. Promoted with the hashtag #REDHomeLivingFestival, the campaign garnered over 700 million views on RED, demonstrating effective engagement through immersive experiences and community interaction.

RED launched the Leisure Lifestyle Festival in cities such as Guangzhou and Chengdu, partnering with Mizone, Bestore, and ABC. The event featured interactive market stalls, AI customization, and performances. Promoted with hashtags #LeisureLifestyle and interactive H5 pages, it garnered over 470 million views on RED, demonstrating the success of engaging activities and strong social media promotion.

RED launched the “Slow Tribe” project, combining a music festival with community events in Dali, Yunnan. The festival featured markets, workshops, and performances sponsored by Shineway and Just Yogurt. Promoted with the hashtag #REDGoSlowFestival and a mini-program, it achieved over 1.3 billion views on RED, highlighting its success in blending entertainment and cultural experiences.

RED FASHION launched the Fashion Frolic Month with a [Plant-based Outfits] theme in collaboration with Burberry. Shanghai and Beijing hosted offline events featuring interactive activities, exclusive gifts, and a fashion show. The hashtag #FashionFrolicMonth encouraged plant-themed outfit shares, resulting in over 2.6 billion views on RED, showcasing the campaign’s success in engaging the audience.

DOUYIN hosted the Outdoor Life Festival, featuring music festivals, markets, graffiti exhibitions, and outdoor sports, in collaboration with Snow King, Inner Child, and Makka Pakka. The campaign, blending entertainment with community engagement, attracted 21,000 participants and garnered 710 million views with the hashtag #OutdoorLifeSeason.

DOUYIN Wonderful Planet Music Festival in Nanjing, with partners Chang’e, Qiuqiu Music, and Jiangyin, integrated photography, painting, and music to create an engaging festival experience. Interactive activities and a robust social media campaign, including the hashtag #WonderfulPlanetMusicFestival, garnered over 660 million views on Douyin and 1.5 million on RED.

DOUYIN “Downstairs Lifestyle Festival” explored local lifestyles in Chengdu, Guangzhou, and Shenzhen, integrating online and offline activities. Event highlights included a watermelon supply station, a plant-growing spot, and a fashion show check-in. The hashtag #DownstairsLifestyleFestival garnered over 110 million views, showcasing the success of this engaging cultural celebration.

DOUYIN “City Life Festival” and “Urban Roaming Plan” in Chengdu combined online channels with local shops to promote local lifestyles. Partnering with 867 stores, the campaign featured an “Eat, Drink, and Play” map, themed stores, and panda-themed merchandise. The hashtag #DouyinCityLifeFestival garnered over 700 million views, showcasing effective engagement.

Resonance is a digital / social media marketing agency based in Shanghai, China. Our service is “everything digital x social marketing”. We’ve been around since 2008 and have done great work for many of the world’s most well-known lifestyle brands. Visit us on the web or email us to find out more.

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