Strategy, campaigns and analytics
The right plan. The right platforms. The right numbers.
We research your market, build your plan, run your campaigns, and measure what matters. From Shanghai and Hong Kong.
The problem
Most brands post content without a plan.
They pick platforms based on gut feeling, publish when they have time, and check numbers once a quarter. Maybe less.
A real strategy starts somewhere else entirely. Which platforms fit your industry. What your competitors are doing and where they're falling short. What content formats drive results. And how you'll know if any of it is working.
We build strategies from the ground up. Real market data. Real competitor analysis. Real platform knowledge. Then we run the campaigns ourselves, every day.
Why it matters
Why you need a platform-specific strategy
Each platform has its own audience, format, and algorithm. A single approach across all of them wastes budget and misses opportunities.
Each platform has its own rules
WeChat, Douyin, RedNote, and Weibo have different content formats, ad systems, and user expectations. Wrong platform, wasted budget.
The audience moves across platforms
Consumers research on RedNote, follow brands on WeChat, watch product demos on Douyin, and check opinions on Weibo.
The competition is already there
Your competitors are posting daily, running influencer campaigns, and buying ads. Without a clear strategy, you're just spending.
Things move quickly
Algorithms get updated without warning. New ad formats appear every few months. A strategy that worked in January might not work in April.
What we do
Market and competitor research
Competitor research
We map competitors' social accounts across every major platform. Follower counts, posting frequency, engagement rates, content themes, ad strategies. Custom analysis, not a template report.
Platform selection
Not every brand needs every platform. Beauty starts on RedNote. B2B needs WeChat and Zhihu. Fashion gets reach from Douyin. We pick the right ones for your category.
Content strategy and calendar
Content pillars, messaging framework, editorial voice for each platform. Topics, formats, posting schedule. Each platform gets its own calendar, updated monthly on performance.
Creative and planning
The part that actually matters most.
AI has changed content production. Visuals, video edits, copy drafts, all of it can be produced faster and cheaper than it could even a year ago. Production costs are heading toward zero.
That shift makes creative planning more important. Not less. When anyone can produce content at scale, the brands that win are the ones with better ideas and sharper creative direction. The asset is no longer the hard part. Knowing what to make, why it matters, and how it all fits together? That's the hard part. And it's still a human job.
Creative direction
We develop creative briefs for every campaign. Visual direction, tone of voice, format specs, platform-native references. Each brief is built around what actually performs on the target platform. We study top-performing content in your category, pull references from trending posts, and look at what KOL (Key Opinion Leader) content is driving engagement right now.
Campaign orchestration
A campaign is not a collection of posts. It's a coordinated push across content, influencers, paid media, and community engagement. Our social media managers coordinate KOL posting schedules with brand content drops, align paid media with organic momentum, and shift resources mid-campaign when something takes off or falls flat.
Execution
Day-to-day operations and reporting
Account management
We handle the daily work across WeChat, Douyin, RedNote, Weibo, and 14 more platforms. Content publishing, community engagement, comment management, trend monitoring. So you don't need to hire a local team.
Campaigns and activations
Seasonal campaigns, product launches, holiday activations, and cross-platform pushes. Clear brief, defined KPIs, timeline, post-campaign report.
KPI framework and goal setting
Measurable targets from day one. Follower growth, engagement rate, video views, click-through rate, conversions. KPIs are tied to business outcomes. Not vanity metrics. Reviewed monthly, recalibrated quarterly.
Analytics and reporting
Monthly reports cover follower growth, engagement rates, content performance, ad spend efficiency, and competitive benchmarking. Cross-platform performance tracking, content-level engagement data, and recommendations. Not just charts.
Getting started
From first call to live campaigns in two weeks.
Discovery call.
Your brand, your goals, your China readiness. No pitch deck. Just the right questions.
Proposal.
Clear scope. Fixed price. Every deliverable listed out. You see what you're getting before you commit.
Live in 2 weeks.
Strategy delivered, campaigns configured, first content published. Two weeks from signed contract.
FAQ
Frequently asked questions
Everything you need to know about strategy and campaigns with TheRedScroll.
Depends on the scope, but usually two to four weeks. Our team does this daily so things move fast.
No. Brands entering the market, brands already active that want better results, and domestic brands growing their social presence. Three different starting points, same level of rigor.
Yes, and honestly we often recommend it. Focus your budget, learn what works, build traction before expanding.
WeChat, Douyin, RedNote, and Weibo in all packages. Bilibili, Zhihu, Kuaishou, Toutiao, Meituan, Dianping, and nine more as add-ons.
Fixed scope, fixed price. Clear list of deliverables and one monthly fee. Ad spend billed separately. No hidden markups, no surprises.
Cross-platform performance tracking, competitive benchmarks, content-level engagement data. And we turn all of that into recommendations, not just charts.
Strategy and campaigns live under this service. Content production (visuals, video, copywriting) is separate, but the two work hand in hand. Your strategy defines what gets made.
Monthly at minimum. Every quarter, we go deeper with KPI recalibration, competitor re-benchmarking, and a platform mix review.
Some clients want us to lead everything. Others want the strategy from us and handle execution with their own people. Whatever setup makes sense, we can make it work.
We start with an audit. Current accounts, content, engagement, competitive position. Then we build a revised strategy based on what the data actually shows. Sometimes the fix is the platform mix. Sometimes it's the content itself, or the posting frequency, or the timing. We figure out where the gap is before changing anything.