Case Study: Knorr boosts festive engagement and clicks with AnyMind Group's Xiaohongshu influencer marketing

Knorr drives 331,900 impressions with AnyMind Group on Xiaohongshu

Knorr, a food brand, faced the challenge of cutting through the highly competitive festive advertising period in Malaysia to reach a digitally-savvy audience that actively seeks culinary inspiration. To build trust and position its products as essential for authentic reunion dinners, Knorr partnered with vendor AnyMind Group to launch an influencer marketing campaign on Xiaohongshu.

AnyMind Group implemented a search-driven strategy on Xiaohongshu, moving away from hard-sell promotions to focus on high-utility, cooking-led storytelling. Using its AnyTag platform for influencer selection and campaign management, AnyMind activated 9 creators whose content was boosted with targeted ads. The campaign achieved over 331,900 impressions and 4,000 engagements, with a significant portion of users expressing clear learning or trial intent. The ad boosting also delivered over 10,900 clicks with a 10.90% CTR.

Knorr