The Background

7-Eleven Hong Kong has become a magnet for tourists, often unveiling exclusive, buzzworthy products such as the giant grape drink and limited-edition umbrellas. These offerings, marketed as “Hong Kong exclusives,” have prompted visitors to flock to stores for photo opportunities and purchases. This growing trend led the brand to expand its presence on Xiaohongshu, a platform known for its visually engaging and trend-driven content.

To nurture deeper “brand love” among the Xiaohongshu community, 7-Eleven partnered with PRIZM to launch a series of KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) influencer campaigns on XiaoHungShu. These campaigns were strategically designed to achieve two key objectives:

1. Increase Daily Brand Content Engagement

Showcasing the simplicity and convenience of 7-Eleven products through creative content, such as making cocktails and featuring tasty, ready-to-eat food options, inspiring customers to purchase and enjoy.

2. Promote Limited-Time Brand Events and Collaborations

Targeting both Hong Kong residents and Mainland Chinese visitors to maximize reach and engagement, amplifying the excitement around 7-Eleven’s events and exclusive offerings.

The Strategy

To achieve these objectives, PRIZM implemented a multi-layered strategy focused on three core components:

1. Themed Xiaohongshu Influencer Campaigns

Three influencer campaigns were launched to elevate 7-Eleven’s brand presence, with a specific focus on engaging Mainland Chinese tourists:

• Shopping Guides: Transforming 7-Eleven into a must-visit Hong Kong landmark.

  • By positioning 7-Eleven as more than just a convenience store, the campaign aimed to create memorable experiences for both locals and tourists. Influencers showcased how 7-Eleven’s products could enhance their Hong Kong adventures, making the store a significant part of their travel itineraries.

• Lifestyle Scenarios: Highlighting “N Reasons to Step into 7-Eleven.”

  • Influencers crafted content that illustrated how 7-Eleven products fit into various lifestyle moments, including quick snacks, spontaneous gatherings, late-night relaxation, and creative cocktail-making. This approach elevated 7-Eleven’s image from a convenience store to an integral part of everyday life and social experiences.

2. Strategized Influencer Selections

• PRIZM curated a diverse group of influencers spanning micro, mid-tier, and macro levels, each specializing in areas like Greater Bay Area cuisine, local store exploration, and travel content. This tiered selection ensured the campaigns resonated with a broad audience, from Hong Kong locals to Mainland Chinese tourists seeking food trends and lifestyle inspiration.

3. Continuous Hashtag Optimization

• To maximize visibility, the campaigns utilized trending hashtags such as #香港711, #自律, #特种兵旅游, and #香港攻略. This strategic hashtag alignment tapped into popular topics on Xiaohongshu, ensuring the content reached a wider audience interested in travel, lifestyle, and culinary exploration.

The Execution

PRIZM played a pivotal role in every stage of the campaign, from content strategy development to execution and optimization. The campaigns were rolled out in three major phases:

1. Foundation Phase: Establishing Cultural Relevance with Food Counter Campaign

7-Eleven Food Counter Campaign

• The iconic food counter, offering quintessential Hong Kong dishes, became a focal point for influencer collaborations. By partnering with food and travel bloggers, the campaign emphasized 7-Eleven’s role in Hong Kong’s culinary culture. Influencers shared curated content and experiential stories that positioned the food counter as a must-visit destination for tourists.
• Objective: Lay the groundwork by positioning 7-Eleven as a cultural and gastronomic destination in Hong Kong.
• Focus: Tap into Hong Kong’s rich food culture and the curiosity of Mainland Chinese tourists to generate immediate interest and emotional connections.

2. Amplification Phase: Creating Destination Buzz with Lok Ma Chau Pop-Up Event

Lok Ma Chau Pop-Up Event

• 7-Eleven launched a pop-up store at Lok Ma Chau to attract Mainland Chinese tourists crossing the border from Futian Port. PRIZM collaborated with travel-centric KOLs and KOCs to create captivating Vlogs and destination-themed posts. These narratives encouraged visitors to explore the pop-up store, take photos, and share their experiences, amplifying the brand’s presence in the digital space.
• Objective: Leverage the momentum from the Food Counter Campaign to transform 7-Eleven into a must-visit destination for physical check-ins (打卡) and store visits (探店), enhancing its cultural and experiential allure.
• Focus: Drive on-ground traffic and online engagement by highlighting the pop-up store as a symbolic gateway between Hong Kong and Mainland China.

3. Elevation Phase: Enhancing Social Shareability with Cocktail Combinations Promotion

Cocktail Combinations Promotion

• Capitalizing on the Xiaohongshu trend of self-made cocktails, PRIZM partnered with influencers to showcase 7-Eleven’s cocktail offerings. These light, aesthetically pleasing drinks were presented as fun and shareable experiences, aligning with the platform’s visual appeal. Influencers seamlessly integrated the cocktails into their daily Vlogs, inspiring audiences to try these unique beverages during their Hong Kong visits.
• Objective: Elevate brand perception by aligning with Xiaohongshu’s trend-driven culture and focusing on aspirational, shareable experiences.
• Focus: Position 7-Eleven as a hub for creativity and lifestyle inspiration by integrating cocktail combinations into influencers’ everyday narratives.

Seamless Content Integration
Influencers were encouraged to integrate 7-Eleven products and events authentically within their existing content. This subtle approach ensured that the brand’s presence felt organic and relatable, resonating with their followers and enhancing overall engagement.

Performance Tracking and Reporting
Throughout the campaign, PRIZM conducted continuous performance analysis, refining strategies and providing actionable insights. This data-driven approach ensured optimal results across Xiaohongshu and other social platforms.

Sparkling Spots

1. Soft-Selling Approach with “種草策略”

• The campaign effectively utilized “種草策略” (creating desire through subtle inspiration) by encouraging influencers to authentically integrate 7-Eleven products into their daily lives and travel narratives. Through visually appealing content, practical scenarios, and relatable storytelling, the campaign sparked curiosity and aspiration among audiences without overt promotion.
• This approach inspired organic engagement, strengthened emotional connections with the brand, and encouraged audiences to explore 7-Eleven products naturally, enhancing long-term loyalty.z

2. Strategic Hashtag Use

• The inclusion of trending and campaign-specific hashtags significantly amplified brand visibility. Hashtags like #香港711 and #香港攻略 boosted impressions, while platform-relevant tags like #自律 and #特种兵旅游 tapped into popular conversations, driving organic engagement.

3. Enhanced Brand Perception

• By integrating food, lifestyle, and travel elements, the campaigns successfully positioned 7-Eleven as more than just a convenience store. The brand became a vital part of Hong Kong’s cultural and social fabric, appealing to both locals and tourists.

The Result

• The campaign has garnered over 3 million impressions.

• All video content has accumulated over 800,000 views.

• Total engagement has exceeded 25,000.