The Client
Lalamove is an on-demand delivery platform that empowers communities with fast, simple and affordable delivery solutions. With a global presence spanning Asia and Latin America, Lalamove entered the Malaysian market in 2018 and has since become a familiar name. Notably, the company owns ‘Lalamove Driver’ app, an automated platform, where drivers can earn money on their own schedules, making it an ideal side gig for those who enjoy being on the road.
Key Challenges
Despite the convenience and reliability that Lalamove offers, they hit a snag in Malaysia: a shortage of drivers amidst high consumer demand for logistic services. To address this issue, Lalamove partnered with Partipost, an influencer marketing platform, to promote the ‘Lalamove Drive’ app and eventually to attract more drivers. The focus was particularly on recruiting drivers with larger vehicles, such as vans or lorries, to enhance their capabilities in handling bigger moves.
In this case study, we delve into how Lalamove built a lasting impression within the community through the strategic use of XHS influencers.
Campaign Objectives
• Increase platform awareness: Leverage influencers to increase visibility for the ‘Lalamove Driver’ app
• Generate authentic user-generated content (UGC): To amplify the brand and create a distinctive edge over competitors in the moving industry
• Maximize reach: Create organic word-of-mouth buzz through impactful influencer partnerships
Leveraging Partipost’s expertise in influencer marketing, Lalamove aimed to boost platform awareness for the ‘Lalamove Driver’ app. The campaign sought to harness authentic and impactful user-generated content (UGC) to amplify their brand, distinguishing it from competitors, particularly in the moving industry, through word-of–mouth buzz.
Partipost’s Approach: Empowering Lalamove through XiaoHongShu and Impactful Nano Influencers
Given Lalamoves’s target audience and budget considerations, we identified XiaoHongShu (XHS) as an ideal platform to promote the platform and to target Chinese drivers. Nowadays, people use XiaohongShu extensively to find recommendations, tips & tricks, and lifestyle inspirations. This presents a fantastic opportunity for Lalamove to showcase its platform and earning opportunity, which are also popular search topics within the community!
XHS is also renowned for its unique algorithm that allows everyday people to expose their profiles with relatable and genuine content. We recommended partnering with nano influencers who have an everyday lifestyle profile and have been actively posting in the past six months. Partnering with these influencers would allow Lalamove to reach a broader audience at a more affordable cost.
Task: Promote Lalamove Driver App through a XHS Post
l Campaign Banner: [XHS Nano] Earn Extra Pocket Money with Lalamove!
The campaign required Partiposters to promote Lalamove's platform through static carousel posts over a two-month period. We provided clear content guidelines to ensure alignment between Partiposters and Lalamove, emphasizing messages like "earning money in your spare time while driving." Since the campaign was launched during Chinese New Year, we also encouraged Partiposters using festive messages like "Earn while driving! Have a Prosperous New Year!" to attract attention and align with popular searches during the season.
Guidelines for the XiaoHongShu (XHS) post:
- The Lalamove Driver App or Lalamove website must be featured in the XHS post.
- Partiposters should position themselves as drivers delivering goods in the post.
- Relevant keywords and information, such as "side income," "driving," and "enjoy petrol & dining discounts upon becoming a Lalamove driver," should be included.
The caption is crucial in an XHS post! Not only focusing on the visuals, we urged Partiposters to get creative with their captions, making sure to include keywords like "Lalamove driver" and "earn money." This helps tie the content with specific topics, leveraging the platform's powerful algorithm to reach users who are likely to be interested.
The Results
A total of 30 XiaoHongShu Partiposters joined the campaign, each following the campaign brief to showcase the Lalamove Driver app interface. Some even shared their personal experiences and earnings as Lalamove drivers. Despite engaging with only 30 followers of nano influencers on XiaoHongShu, the campaign reached 38,909 accounts and garnered an impressive 74,950 total views with a view rate of 192.63%.
Parti Highlight
Among the 30 Partiposters, one stood out, hitting a staggering 2199.6% view rate and 144.22% engagement rate. The XiaoHongShu post sparked lively discussions in the comments, with many users actively inquiring about the Lalamove Driver app, underscoring the high level of interest generated by this post. Notably, this Partiposter also achieved the lowest cost per view and cost per engagement, at just RM0.01 and RM0.17 respectively.
Key Takeaway
The Lalamove XHS campaign was a resounding success, hitting all the right notes with influencer partnerships and receiving great feedback from the Lalamove community. This campaign demonstrated the potential of nano influencers and XiaoHongShu, as a burgeoning social media platform for brands to solidify their brand. The platform’s user behavior, characterized by a strong inclination to seek information, likely contributed to high engagement rates. Alongside the XiaoHongShu campaign, Lalamove also ran campaigns on Instagram and TikTok, employing different strategies to cover major social media platforms at one time, thereby maximizing campaign efficiency and keeping the brand top of mind.
Keen to explore the potential of the XiaoHongShu platform? Contact us, and let’s create your success story together!
https://www.partipost.com/request-a-demo