“💧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🌌”
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01 / Internship work
Daniel Wellington
Xiaohongshu multi-account operations, content trend research and monthly data analysis.
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Project background
DW operated three Xiaohongshu accounts alongside WeChat for new-product, 520 and 618 campaigns. The content needed to stay Nordic, young and recognisably DW without becoming repetitive across accounts.
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Goal & role
My main scope was Xiaohongshu: trend research, product and topic selection, monthly planning, briefs, image pairing, hooks, copywriting, publishing, data collection and review. I also aligned monthly campaigns with the WeChat team.
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What I did
I combined hero products, campaign material, platform trends, competitor examples and fashion references into topics, then adjusted the angle for each account. Product points were expressed through styling and situations rather than direct brand repetition; each month I consolidated backend data in Excel to compare accounts, formats and title styles.
DW Xiaohongshu content
Two Xiaohongshu posts: visuals, copy and engagement
“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
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Result & review
The three accounts gained 125 followers in total, and the best-performing post exceeded 1,000 likes. After the May review, June included more video and interactive formats, with more situational and audience-led title writing.
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.