Little red books x Promotional Culture lunpu zhang 46701985



Social Media Strategy – Little red books/ x Promotional Culture


NAME: Lunpu Zhang

STUDENT NO: 46701985










1.1 Situation


Little Red Book is a software like Facebook and Instagram where people can share videos and photos to a public platform and bloggers’ posts can be liked, commented and favorited. And users can also shop on it. People can first watch their favorite bloggers rate a product, and then the photos will have links to the product that users can click to jump directly to the product interface, and the whole process is done on the little red book app.


But unlike other social software, Red’s promotional culture is more like a variety of how-to guides. For example, people post a set of photos or videos on Instagram with a simple phrase or a few emojis, but on little red book, there are bloggers who tell you where the restaurants are delicious, what time they open, how much they cost, and where they are located. How to buy a phone or computer at the lowest price. All kinds of knowledge can be searched on it, it’s even a bit like Google Chrome.


1.2 Target publics


Because of the high interactive content quality of little red book, the main people it faces are young people and some merchants, and then some celebrities.




2.1 Goal


As Arvidsson (2006) explains, brands “work as a kind of generalized medium of communication” that “ensures the global communicability and compatibility of a particular quality” (pp. 130–131).


Goal?Make it easier for users to use the app, search for what they want, and encourage them to participate in it. Inspire users’ desire to share their creations. Promote the software to the globalization of the world to let people know RED.


2.2 Objectives


To meet its goals, the campaign aims to achieve the following “specific, measurable, achievable, realistic and time-bound” (SMART) objectives (PRIA. 2019):


1. Influence on the awareness of promotion culture of Little Red Book users (can have at least 2000 views a week)

2. Gain user acceptance of the video, which can reach 150 likes in a week and have 5% of the total viewers like my content.

3. Influence on the actions of the target audience; specifically get them to comment on published articles (20 comments in a week)

4. In order to ensure that the video does not become less popular, users should actively retweet the video (10 retweets in a week)


The objectives are ordered hierarchically to strategically guide audiences through “logical persuasion stages from awareness to acceptance to action” (Smith, 2017).




3.1 Implementation strategy


At present, Little Red Book has stars in various fields to join will attract a large number of teenage users, and teenagers are strong purchasing power which will attract e-commerce companies to join, and famous bloggers and celebrities can help market goods to make goods buy faster. With the increase of staff will also be born many professional field of bloggers, such as electronic products bloggers, try and introduce new electronic products, travel bloggers, recommend where the scenery is beautiful. Slowly accumulate fame to a new group of users into loyal users.Then the user is actually the promotion itself, when the user opens Little Red Book in a public place or like others to promote, our purpose is achieved.



4.1 Measurement and metrics


I’m not going to lie, this is the first time I’ve done a video although I’ve had the idea of doing it before but just thinking about it, this time because it’s a homework assignment so the whole video is done, the result I think is general, many editing techniques are not used. Because I often watch videos made by famous youtubers, often they do videos with gorgeous editing, background music and interesting content I still need to work harder. The video effect certainly can not do the degree of exaggeration, but my clumsy editing techniques to get a laugh should still be able to. And comments liked and shared probably half as much as I expected.








Branded fitness: Exercise and promotional culture

Devon Powers, DM Greenwell

First Published January 15, 2016


Smith, R. D. (2017). Strategic Planning for Public Relations. London: Taylor & Francis Ltd.