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UlatusCase StudiesLondon City Tours
London City Tours

London City Tours

A RedNote micro-KOL campaign that put a London tour company in front of Chinese student travellers, on the platform where they plan their trips, in their language.

London City Tours project
Social media & influencer marketing

Project summary

Services:Regional social media marketing, micro-KOL partnerships, RedNote account management
Platform:RedNote (Xiaohongshu)
Language:Chinese
Audience:Chinese-speaking students and young professionals in the UK
Industry:Travel and tourism

About the company

London City Tours runs guided educational city tours in London. A large share of its potential customers are Chinese-speaking students and young professionals visiting or studying in the UK, an audience that plans travel on platforms most UK businesses never see.

The problem

The tours were well reviewed but invisible to the people most likely to book them.

The audience was on a platform the client was not

Chinese students in the UK discover what to do on RedNote (Xiaohongshu), not on Google or Instagram. London City Tours had no presence there.

Ads would not be trusted

This audience trusts content from people like them over brand messaging, and the client had no way to produce content in Chinese that would feel genuine.

A limited budget

There was no room for a large influencer campaign, so every pound had to go where it would do the most.

What we did

We ran a targeted micro-KOL campaign on RedNote, with our team in the market handling the platform, the creators and the content.

01

Picked the right platform

We put the entire campaign on RedNote, where this audience researches travel and lifestyle, and ran it through the RedNote account our team manages for the client.

02

Partnered with micro-KOLs already in the UK

Two UK-based Chinese creators with followings built on London life and practical advice for international students. Because they were already here, there were no travel costs and the budget went entirely into the partnerships.

03

Content in the language, by the audience

Vlog-style posts in Chinese showing the tour as a student would experience it: what you learn, what it costs, why it is worth a day. Our team in the market briefed, reviewed and published alongside the creators.

The impact

244,713
Impressions
45,725
Views
14,313
Engagements
815
Saves
107
Shares

Saves are the number that matters on RedNote: people bookmark what they intend to do, and 815 saves from a two-creator campaign showed strong trip-planning intent. The content was approved for long-term reuse and paid boosting, so the campaign keeps working after the posts went live.

Project overview

Reached Chinese student travellers on the platform they actually plan on

Content in Chinese, by creators the audience already trusts

Whole budget spent on partnerships, none on production or travel

Content cleared for long-term reuse and paid boosting

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