Core Insights - The report outlines the "2026 Xiaohongshu Double Festival Node IP Investment Proposal," emphasizing the theme "Celebrate Every Small Leap" and aims to connect brands with users through emotional resonance during the marketing campaign from December 10, 2025, to February 9, 2026 [1][4] Marketing Strategy - The campaign is structured into five phases: advocacy, collection, gift hiding, ceremony, and outlook, focusing on creating a sense of ritual and emotional connection [1] - Key highlights include the release of the "2026 New Year Message" and "Top Ten National Small Leaps" in collaboration with official media, enhancing individual growth's social value [1][20] - The campaign targets young individuals aged 19-30 in high-tier cities, who are willing to invest in emotional experiences and rituals [1][7] User Engagement - The campaign aims to enhance user participation through interactive gift-hiding activities involving celebrities and brands, creating a complete experience of "online praise + offline gift-seeking" [1][21] - The report notes a significant increase in user engagement, with over 2.1 billion new year wishes and 51.6 million gift exchanges recorded [9] Global Reach - Xiaohongshu aims to create a global celebration atmosphere, with a core New Year party and multiple international sub-venues, utilizing landmark fireworks and themed flights to enhance the immersive experience [1][22] - The campaign integrates online and offline resources, leveraging the platform's extensive traffic and hard resources to create a communication loop from brand awareness to conversion [1][22] Brand Collaboration - The campaign is designed to accommodate various industries, including beauty, food and beverage, fashion, and digital products, offering diverse collaboration formats such as gift lists, custom posters, and interactive tasks [1][24] - Brands are invited to participate as gift partners, promoting emotional connections with users through the celebration of small achievements and wishes [1][24]