Founded in 1975 in Mallorca, Camper has built its reputation on unconventional design and Mediterranean craftsmanship. The brand’s “walk, don’t run” philosophy resonates with urban professionals who value comfort, quality, and distinctive style over fast fashion trends.
Camper needed to grow its presence on WeChat, Weibo, and RedNote while maintaining its design-forward identity. The challenge wasn't just about visibility, it was about creating content that felt authentic to the brand's creative DNA while speaking to Chinese consumers who appreciate thoughtful design.
We focused on building a narrative around craftsmanship, comfort innovation, and the brand's unique design collaborations, rather than pushing seasonal promotions.
Chinese consumers in Camper's target audience design-conscious professionals aged 28-45 don't respond to hard sells. They're looking for brands with a point of view.
We built content around three pillars: the stories behind iconic designs, artist collaborations, and real customer moments in Shanghai, Beijing, and Guangzhou.
On RedNote, we partnered with micro-influencers in architecture and design. On WeChat, mini-documentaries from the Mallorca workshops. On Weibo, conversations about comfort versus style that sparked genuine debate.
Over 18 months, we grew Camper's combined follower base from 43,000 to 187,000 across the three platforms. Engagement rates jumped from 1.2% to 4.7% well above category benchmarks. RedNote drove 38% of all e-commerce traffic despite having the smallest follower count.
Same-store sales in tier-one cities increased 31% year-over-year. Customer retention improved 22%, and average purchase frequency moved from 1.3 to 2.1 transactions per customer annually. Three RedNote collaborators became unofficial brand ambassadors, continuing to post about the shoes without any formal agreement.