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

KOL Post

People commenting on KOL posts on RedNote are all talking about how tasty the St Michel biscuits are.

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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