Case study · St Michel
How We Helped a French Biscuit Brand Use RedNote to Drive Offline Sales at Sam's Club in China
St Michel, a renowned French biscuit brand established in 1905, partnered with Sam's Club in China to bring its iconic products to a wider audience. Sam's Club, a global membership-based retail chain, operates 34 locations across major Chinese cities like Beijing, Shanghai, and Shenzhen (as of 2023). These clubs serve urban middle and upper-class consumers with premium products and services.
Challenge
Before working with us, St Michel had a limited digital presence in China, relying primarily on in-store promotions. They needed a stronger online strategy to raise awareness and drive foot traffic to Sam's Club locations.
- ◆Build brand awareness on RedNote (Xiaohongshu)
- ◆Highlight the Petites Galettes product line
- ◆Drive offline sales at Sam's Club stores
Strategy
We designed a RedNote KOL marketing campaign to position Petites Galettes as the must-have snack for anyone shopping at Sam's Club.
Tactics Used
- ◆Geo-targeted KOL selection — Partnered with influencers in cities with Sam's Club stores
- ◆Food & Beverage Niche — Collaborated with creators who resonate with the brand's target audience
- ◆Engaging, sales-driven content — Crafted image and video posts showcasing the product's key benefits and in-store shopping experiences
Selected KOL posts. Comments are full of readers calling out how good the biscuits taste — the kind of word-of-mouth that drives Sam's Club foot traffic.
Execution
KOL tier mix for maximum reach and authentic engagement
We strategically selected KOLs based on audience size and content style, ensuring a diverse mix of large, mid-tier, and micro-influencers.
- ·Mega KOLs (500k+ followers) to enhance brand image
- ·Small to mid-sized KOLs (10k–100k followers) focused on creating high-quality brand content
- ·Key Opinion Consumers (KOCs) with thousands of followers who played a pivotal role in sharing genuine user experiences, generating buzz for the product
Results
0+
KOLs activated
0.0M+
People reached
0k+
Engagements
- ◆Increased awareness for Petites Galettes, driving more foot traffic to Sam's Club stores
- ◆Limited brand awareness — overcome by partnering with influencers who had strong credibility within the target audience
- ◆Offline conversion tracking — addressed with Sam's Club-specific promotions to link online engagement with in-store sales
Conclusion
This campaign not only boosted brand awareness for St Michel but also helped drive offline sales at Sam's Club, solidifying their position in the competitive Chinese market.
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