Camper

The brand

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.

The challenge

Camper needed to grow its presence on WeChat, Weibo, and RedNote while holding on to its design-forward identity. Visibility was only half the brief. The real work was 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 collaborations with artists, rather than pushing seasonal promotions.

Our approach

Chinese consumers in Camper’s target audience, design-conscious professionals aged 28 to 45, do not respond to hard sells. They look 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, we produced mini-documentaries filmed in the Mallorca workshops. On Weibo, we opened conversations about comfort versus style that sparked genuine debate rather than passive likes.

Results

Over 18 months, Camper’s combined follower base grew from 43,000 to 187,000 across the three platforms. Engagement rates moved from 1.2% to 4.7%, well above category benchmarks. RedNote drove 38% of all eCommerce 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 continued to post about the shoes without any formal agreement, becoming unofficial brand ambassadors.