How We Helped a French Biscuit Brand Use RedNote to Drive Offline Sales at Sam’s Club in China


Brand
St Michel, a renowned French biscuit brand established in 1905, partnered with Sam’s Club in China to bring its iconic products to a wider audience.
Sam’s Club, a global membership-based retail chain, operates 34 locations across major Chinese cities like Beijing, Shanghai, and Shenzhen (as of 2023).
These clubs serve urban middle and upper-class consumers with premium products and services.




CHALLENGE
Before working with us, St Michel had a limited digital presence in China, relying primarily on in-store promotions. They needed a stronger online strategy to raise awareness and drive foot traffic to Sam’s Club locations.
Their goals were clear:
🔹 Build brand awareness on RedNote (Xiaohongshu)
🔹 Highlight the Petites Galettes product line
🔹 Drive offline sales at Sam’s Club stores
STRATEGY
We designed a RedNote KOL marketing campaign to position Petites Galettes as the must-have snack for anyone shopping at Sam’s Club.
Tactics Used
✅ Geo-targeted KOL selection – Partnered with influencers in cities with Sam’s Club stores
✅ Food & Beverage Niche – Collaborated with creators who resonate with the brand’s target audience
✅ Engaging, sales-driven content – Crafted image and video posts showcasing the product’s key benefits and in-store shopping experiences
EXECUTION
To make the campaign effective, we strategically selected KOLs based on audience size and content style, ensuring a diverse mix of large, mid-tier, and micro-influencers for maximum reach and authentic engagement:
Mega KOLs (500k+ followers) to enhance brand image.
Small to mid-sized KOLs (10k-100k followers) focused on creating high-quality brand content.
Key Opinion Consumers (KOCs) with thousands of followers who played a pivotal role in sharing genuine user experiences, generating buzz for the product.
RESULTS
300+
1.3M+
60k+
KOL
People reached
Engagement
Key Win: The campaign successfully increased awareness for Petites Galettes, driving more foot traffic to Sam’s Club stores and helping St Michel strengthen its presence in China.
Challenges Overcome
🔹 Limited brand awareness – Overcome by partnering with influencers who had strong credibility within the target audience.
🔹 Offline conversion tracking – Addressed with Sam’s Club-specific promotions to link online engagement with in-store sales.
CONCLUSION
This campaign not only boosted brand awareness for St Michel but also helped drive offline sales at Sam’s Club, solidifying their position in the competitive Chinese market. 🚀
Want results like this? Let’s chat! We specialize in helping brands grow in China with RedNote marketing.
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