小红书运营：2025小红书小马生活节设计方案

Core Insights - The article presents the design plan for the "2025 Xiaohongshu City Walk Festival," centered around the theme "Joy is nearby," aiming to enhance urban walking experiences and connect with young users [1]. Event Overview - The festival is scheduled from September 26 to October 12, 2025, and will take place in three major cities: Shanghai, Hangzhou, and Guangzhou [1]. - The event focuses on diverse scenarios and interactive formats to convey the lifestyle philosophy of "beauty is nearby," strengthening the connection between the Xiaohongshu platform and urban life [1]. Design and Execution - The design plan is led by the REDesign team, which includes professionals from various fields such as art direction, visual design, dynamic design, and IP-related design [1]. - Key team members include Hart, Weizi, and Niukou, who provide comprehensive design support and creative implementation [1]. Core Activities - The festival's main format is "City Walk," integrating urban street exploration and lifestyle experience elements, aligning with the current trend of urban roaming among young people [1]. - The event aims to create a complete cycle of "experience-share-recommend" through offline interactions linked to online dissemination [1]. Visual and Brand Strategy - The design emphasizes visual consistency and scene adaptability, featuring custom font design, dynamic visual presentations, and IP-related development to create a recognizable brand image for the event [1]. - The strategy aims to enhance user engagement and memorability [1]. Brand Collaboration - The event incorporates brand partnership resources, such as Guangda Oral Care, which will achieve exposure through sponsorship integration, enriching the event's content and providing marketing scenarios close to target users [1]. Target Audience - The overall plan is centered on the needs of young users, balancing fun, interactivity, and shareability [1]. - The festival aims to build a cross-regional urban lifestyle celebration through synchronized activities in the three cities, further solidifying Xiaohongshu's platform advantage in lifestyle sharing [1].