Daniel Wellington

Xiaohongshu multi-account operations, content trend research and monthly data analysis.

Project background

01 / S / Project background

Create a Nordic, youthful content system that stays consistent without repeating across three Xiaohongshu accounts and WeChat campaigns.

013 Xiaohongshu accounts
02New product, 520, 618
03WeChat alignment

Goal & role

02 / T / Goal & role

Own the Xiaohongshu workflow from trend research and topics to briefs, copy, publishing and monthly review.

01Trends & topics
02Monthly planning
03Publishing & review

What I did

03 / A / What I did

Build topics from products, trends and platform moments; adapt the angle per account, tell product stories through scenes, then refine formats and titles with monthly data.

01Account positioning
02Situational storytelling
03Excel comparisons

Content pool & account adaptation

Multi-account content: adaptation, selected executions & engagement

A shared content pool was translated into topics, visuals and tone for the official account, product-experience account and accessories account. The two items below are selected published executions, not the full scope of the work.

DW ice-blue Xiaohongshu post — Ice-blue dial post: image pairing and copy built around a spring layering scene.

“💧春天锁死这抹冰河蓝！美到原地封神🦋
这是什么神仙叠戴公式啊！！
DW 椭圆表冰河蓝表盘像把银河切了一角🌌”

931 likes110 saves10 comments

DW Charms Xiaohongshu post — Charms post: topic, product styling and copy for a pale-colour Nordic accessories story.

“春天要叮叮当当🌿🔔淡彩系北欧小众配饰✨
DW Charms 密语系列
叮叮当当的天然彩宝，收集了一整片春天花园的灵气。”

651 likes93 saves

Result & review

04 / R / Result & review

The three accounts added 125 followers and the best post exceeded 1,000 likes; the review led to more video and interactive content.

01125 new followers
021,000+ likes on a post
03More video & interaction

Data analysis & content optimisation

Xiaohongshu data analysis & content optimisation

Monthly review covered reach, interaction, click-through, follower growth and format performance. Average click-through was 5.4% for image posts and 24.7% for video; the findings guided the next content cycle.