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RedNote Recruited US Influencers to Promote App Amid TikTok Ban Uncertainty
A marketing campaign brief obtained by WIRED reveals how the Chinese app is trying to capitalize on its sudden international popularity.
In a campaign brief obtained by WIRED, Solare Global, a New York City-based marketing agency, pitched creators on making sponsored posts for RedNote, featuring videos of themselves telling their followers about the Chinese app’s sudden rise in the US. The brief asked creators to describe “how fun and engaging the app is” and “emphasize its user-friendly design and international appeal.” It also instructed them to share their own RedNote accounts and encourage their followers to join them on the platform. Some users spent hours asking their new overseas pen pals questions about their respective countries and cultures, ranging from what school lunch is like in Wisconsin to what a typical apartment looks like in Chengdu.
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