101 Lifestyles Afterwork
Short film series with trending lifestyle topics
Nov 2022 - Dec 2022 / RedNote
A lifestyle-focused short film campaign aimed at reshaping public perception of RedNote through emotionally resonant storytelling during the semi-lockdown period.
Objective:
Increase brand visibility and shift user perception by releasing a short film series on RedNote’s official account and WeChat Video Channel.
My Role:
Marketing & PR Intern at RedNote
Led concept research, scriptwriting, influencer and production team coordination, publishing, and post-campaign analysis.
Tools:
Dandelion (influencer sourcing), XinHong Data (trend insights), LingKe (content compliance), ShuTiao (ads), RedNote, Wechat Video Channel
Strategy:
During the semi-lockdown period, RedNote faced a challenge: a popular platform with growing visibility, but a public image often criticized as emotionally distant, overly curated, and culturally unapproachable. To help shift that perception, I helped shape the concept for “101 Lifestyles After Work”,which is a short film series rooted in real emotions, small moments, and relatable after-hours rituals. I began by researching emerging lifestyle trends using XinHong Data, focusing on how users navigated daily life under limited mobility. From there, I positioned the series as a reflection of authenticity, designing its narrative tone and visual style to feel grounded and familiar. I also created SOPs and detailed briefs for influencers and production teams, and helped define qualitative evaluation metrics through user interviews post-launch to measure impact on sentiment and brand perception.
Used Tools / Platforms
Selected Sources for Trend Analysis
Selected Sample Cover Inspo
Execution：
I managed the project from concept to release, beginning with sourcing influencers whose tone and lifestyle aligned with the campaign’s everyday, emotionally grounded theme. I wrote scripts, selected filming locations, and coordinated with internal teams, including design, legal, data, and finance, as well as external production partners to ensure seamless execution. During post-production, I reviewed rough cuts and worked closely with editors to fine-tune pacing, mood, and visual coherence. I oversaw publishing across RedNote and WeChat Video Channel, then amplified reach through targeted posts in curated WeChat groups. To extend the campaign offline, I coordinated venue layout for screening events, including fascia, banners, and backdrops, and drafted contingency plans to keep everything on track. After launch, I conducted data analysis and viewer interviews to evaluate impact on audience sentiment and perception.
Selected Influencer (Clickable)
Video Posted on RedNote (Clickable)
Outcome:
The campaign delivered both engagement and brand impact. The two short films earned over 15,000 cross-platform views with an 86% completion rate—clear evidence of strong viewer interest and emotional resonance. Beyond the numbers, post-campaign interviews revealed a 43% lift in positive brand perception among viewers, with 64% reporting that the films’ message felt clear, relatable, and true to their lived experience. For a platform long seen as distant and unapproachable, this campaign marked a meaningful step toward reshaping RedNote’s public image—one authentic story at a time.
