Stay active anywhere: the “5-minute workout boost” campaign on Xiaohongshu

Well timed with the Paris Olympics and summer vacation, Xiaohongshu launched a new and lightweight exercise initiative (another marketing IP) called "5-Minute Workout Boost." This campaign, which began on July 22, encourages users to join a topic-based check-in activity to garner support, win platform merchandise and participate in a prize draw by completing check-in tasks.

Many influencers responded to the topic,. Since its official announcement, the topic's popularity has continuously risen, with over 170,000 related posts and 1.3 billion views on the platform. In its first month, the topic saw an increase of 3.28 million interactions. This highlights Xiaohongshu's ability to cultivate lifestyle trends. Activities such as chair Pilates, office squats, shoulder and back stretches, and quick runs with a computer have turned the workplace into a vibrant recharge station for professionals, allowing them to stay active with five-minute workouts anytime throughout the day.

Notes about the “5-minute workout boost (5分钟快充)”on Xiaohongshu.

The "5-Minute Workout Boost" makes exercise accessible and easy to incorporate into daily life. KOLs from different circles are joining the campaign by brainstorming different five-minute workout scenarios. Whether it's playing a quick game of ball before dinner, dancing while waiting for a printout, or lifting a large bottle of water while waiting for a convenience store meal - creative videos and photo tutorials demonstrated by KOLs motivate viewers to participate. Xiaohongshu also hosted a two-day offline "Community Sports Festival (大家运动会)" at a gymnasium in Shanghai, where attendees could collect stamps and win prizes by participating in activities.

5-minute workout campaign posters on Xiaohongshu.

“Community sport festival” posters on Xiaohongshu

The "5-Minute Workout Boost" encourages professionals to move for five minutes whenever and wherever they can. Before this campaign, other popular "quick escape" topics on the platform included #citywalk, #Special Forces-style Tourism, #20 Minutes in the Park, #Wet Market Stroll, and #Gapday, each amassing tremendous social media discussions in the past year. This trend reflects young people's desire for a lifestyle that suits their circumstances, seeking escape from daily anxiety and uncertainty to enjoy freedom and a sense of safety.