Tealive × Dutch Lady Mousse
Tealive Malaysia
Turning a New Mousse Topping Into a Xiaohongshu Taste Hack
Campaign Overview
Client | Tealive |
Collaboration | Dutch Lady Milk |
Campaign | Tealive Dutch Lady Mousse |
Industry | F&B / Beverage |
Objective | Product Education & Review |
Services | KOL Marketing & XiaoHongShu Content |
Platform | XiaoHongShu |
Total Creators | 20 |
Deliverables | 20 XiaoHongShu Carousels |
Creator Requirement | In-store visitation & shoot |
The Challenge
Introducing a new drink topping requires more than simply telling consumers that it exists.
For the launch of Tealive’s Dutch Lady Mousse, the campaign needed to educate Malaysian tea lovers on a new way to customise their drinks, from choosing the right mousse pairing to understanding how the mousse should be enjoyed.
With two different flavours, specific drink-pairing guidelines and a unique drinking method, the challenge was to communicate several product details without making the content feel overly instructional.
The goal was to turn product education into something more discoverable and relatable:
a simple drink upgrade that audiences would want to try for themselves.
Our Strategy
Noice activated 20 XiaoHongShu creators to experience the Dutch Lady Mousse directly at selected Tealive Plus outlets.
Rather than relying on product-only content shot at home, every creator visited a physical Tealive store, purchased their selected drink and captured the complete experience, from ordering and product presentation to the mousse texture and drinking method.
Content was designed specifically for XiaoHongShu’s discovery-led behaviour, using aesthetic carousel formats that combined:
- Product Shoot
- Texture close-ups
- Drink recommendations
- Step-by-step consumption guidance
- Promotional information
- Personal creator recommendations
The strategy positioned the mousse not simply as a new topping, but as a “taste hack” that could instantly upgrade a familiar Tealive drink.
Our Role
Noice managed the campaign end to end, including:
- Xiaohongshu creator sourcing
- Creator selection and coordination
- Outlet allocation
- Store visitation management
- Creative content direction
- Carousel flow approval
- Draft review and approval
- Posting coordination
- Campaign reporting
Campaign Execution
20 Creators. 7 Tealive Plus Locations.
Creators were assigned across selected Tealive Plus outlets including:
- Sunway Pyramid
- Sunway Square
- IOI City Mall
- Mid Valley
- Pavilion Kuala Lumpur
- 1 Utama
- The Exchange TRX
Each creator visited the outlet as a regular customer, ordered one of the featured mousse combinations and produced a 3–5 slide XiaoHongShu carousel documenting the experience.
Deliverables
20 XiaoHongShu Creators
Each creator delivered:
1× XiaoHongShu Carousel
Minimum 3 to 5 slides
All content included an in-store shoot.
Campaign Output
20 original XiaoHongShu carousel posts
Content Focus
Making the Product Easy to Understand
Creators were guided to communicate three key parts of the experience.
01 The Collaboration
Content introduced the new mousse as a collaboration between Tealive and Dutch Lady Milk, highlighting its freshly whipped, cloud-like texture.
Creators also communicated the milk-based product benefits, including naturally occurring dairy protein, calcium and vitamins A & B2.
02 Choose Your Mousse
Audiences were introduced to the two premium mousse flavours:
🌸 Jasmine Mousse
Light, floral and aromatic.
🍂 Da Hong Pao Mousse
Bold, smoky and rich.
Creators demonstrated recommended pairings to help consumers understand how different mousse flavours could change the overall drink experience.
03 The Drinking Experience
The mousse wasn’t meant to be treated like an ordinary topping.
Creators demonstrated how to:
Slice the seal ➡️ Tilt the cup ➡️ Sip the mousse and tea together
This helped audiences understand the intended layered drinking experience while making the content visually engaging.
From Product Feature to “Taste Hack”
A major part of the creative strategy was simplifying product education.
Instead of saying: “Here is a new mousse topping.”
the content communicated:
“Here’s an easy way to upgrade your usual Tealive order.”
Creators used formats such as:
- Drink recommendation guides
- Aesthetic product discovery
- Mousse texture close-ups
- Flavour comparisons
- “How to drink it” tutorials
- Personal taste reviews
- Promotional reminders
This turned several product instructions into a simple consumer behaviour audiences could easily replicate.
Campaign Performance
Metric | Result |
Total Creators | 20 |
Combined Followers | 78,983 |
Total Content | 20 XiaoHongShu Carousels |
Total Views | 362,834 |
Total Reach | 89,859 |
Total Actions | 6,591 |
Engagement Rate | 8.34% |
Reach Rate | 113.77% |
Engagement on Reach | 7.33% |
Cost per Reach | RM0.07 |
Campaign Highlights
362K+
Total Xiaohongshu Views
113.77%
Reach Rate
8.34%
Engagement Rate
RM0.07
Cost per Reach
This is actually a very strong result story because the combined creator following was only around 79K, yet the content generated more than 362K views.
That demonstrates how XiaoHongShu discovery can allow smaller creators to generate visibility well beyond their follower base.
Standout Creator Content
XHS @贪吃的白羊
👀 100,423 Views
👥 20,809 Reach
❤️ 1,825 Total Actions
This creator generated the highest views and actions in the campaign.
XHS @yellow_joey
👀 91,288 Views
👥 15,770 Reach
❤️ 915 Total Actions
Despite having only 1,632 followers, the content reached more than 15K users, a good example of discovery extending beyond follower count.
XHS @会赢的菜菜
👀 50,341 Views
👥 10,775 Reach
❤️ 576 Total Actions
Another strong example of XiaoHongShu content reaching audiences well beyond the creator’s existing follower community.
Why This Campaign Worked
Trying a new beverage isn’t only about understanding what it tastes like.
Consumers also need to understand how to order it, what to pair it with and how to enjoy it properly.
Instead of communicating those instructions through traditional product messaging, the campaign turned them into creator-led discovery content.
By combining physical store visits, aesthetic product photography, personal recommendations and simple drinking tutorials, creators made the Dutch Lady Mousse feel less like a complicated new product and more like an easy upgrade audiences could try on their next Tealive visit.
The campaign also demonstrated the discovery potential of Xiaohongshu: with a combined creator audience of under 79,000 followers, the campaign generated more than 362,000 views and achieved a 113.77% reach rate.
Ready to Make a New Product Easier to Discover?
Launching something new isn’t just about getting people to see it.
Sometimes, the real challenge is helping consumers understand how to enjoy it.
At Noice, we combine creator strategy, platform-native content and real-world product experiences to turn new product features into stories audiences can understand, save and try for themselves.
Let’s make some Noice.