Wuling HG redefine electric vehicles as big toys

In a charming initiative, Wuling HG collaborated with Little Red Book (RED) to redefine its electric car as a big toy, and encouraging female drivers to boldly play with their car.  

RED (Xiaohongshu) is the perfect platform to engage with Millennial and Gen Z women in China, so it was a natural space for Wuling HG to engage in a conversation with them and to influence behaviours related to female car ownership. Aiming to solve the problem that many female drivers find it challenging to adjust their cars, Wuling’s campaign took a more playful approach to communicating about their electric vehicles. 

In a spectacular partnership between a brand and a social commerce platform, Wuling HG and RED jointly released a co-branded Mini EV “Little Red Car”. It was first launched at an automotive show in a limited edition of a hundred cars.   

Through this approach and collaboration, Wuling HG jumped to the no 1 position on RED in the automotive category, and brand popularity increased nearly 700x. Like most successful campaigns on RED, it triggered lots of user generated content too, adding to brand exposure and helping the brand impressions exceed over 200 million touchpoints.   

Instead of focusing on communicating the science and technology behind their EVs (as per the usual tactics in their category), they redefined their cars as cost-effective big toys, to connect with young Chinese women on their favourite platform.