Drag

Rainbow Town

Rainbow Town Play Centre is a chain of large indoor family play centres in Melbourne, featuring a giant ball pit, slides, trampolines, rock climbing, dodgem cars and a dedicated toddler zone, alongside birthday party packages, food and beverage and event bookings. It primarily serves local Melbourne families and parents with young children.

Category RedNote
Industry Play Centre

+ 939%

Impressions

+ 601%

Views

+ 31%

Average
View Duration

+ 675%

Total
Watch Time

Data December 2025 compared to January 2026

The Problem

The centre is located in Glen Waverley, a suburb with a high concentration of Chinese families, and its target audience includes a large number of local Chinese parents, international student families and newly arrived migrant families. The client wanted to use Xiaohongshu to further raise brand awareness within the Chinese community, so that parents searching for topics such as “days out with kids in Melbourne”, “indoor play centres”, “birthday party venues” and “school holiday activities” would discover Rainbow Town. At the same time, they wanted consistent content operations to build brand trust, converting online discovery into ticket purchases, birthday party bookings and in-store spend, while lowering customer acquisition costs and establishing a steady source of organic traffic.

Our Solution

Localised Content Planning

We built our content topics around what Chinese parents in Melbourne genuinely care about — “weekend outings with the kids”, “where to go on rainy days”, “school holiday activities” and “birthday party venues” — weaving the centre’s facilities into real family scenarios to make the content both practical and highly searchable.

Showcasing the Venue

Through photo posts and short videos, we placed the spotlight on the giant ball pit, slides, trampolines, rock climbing wall, dodgem cars and toddler zone, allowing parents to quickly understand the scale of the venue, its standout facilities and the age groups it suits, which lowered the effort involved in making a decision.

Peak and Off-Peak Strategy

Beyond holiday promotions, we paid close attention to the client’s business cycle, developing differentiated content strategies for each season and shift in foot traffic.

·Peak season (school holidays and public holidays): focusing on holiday programs, birthday parties and themed events to lift overall exposure and bookings.

·Off-peak (term time and mid-week): targeting preschoolers, stay-at-home parents and grandparents on childcare duty with content such as “weekday outings with the kids”, “rainy day indoor activities” and “mid-week deals”, paired with limited-time offers and perks to encourage more families to visit outside peak hours.

By continually adjusting content direction and posting cadence, we helped the client capture traffic not only in peak season but also lift visit rates during off-peak and mid-week periods, so that social media genuinely served the centre’s commercial goals.

Search and Content Optimisation

We optimised titles, keywords, cover images, tags and posting times around how Xiaohongshu users search and read, and continually analysed content performance data to refine topics and video pacing, improving exposure, views and engagement.

The Result

Following sustained operation, the overall content performance of Rainbow Town’s Xiaohongshu account grew significantly: in the first Christmas season after we launched the project, impressions increased by 939%, views increased by 601%, average view duration increased by 31% and total watch time increased by 675%. The project effectively expanded Rainbow Town’s brand influence among Chinese families in Melbourne and delivered ongoing traffic to support ticket sales, birthday party bookings and in-store visits.