Get your interiors
discovered on 小红书.
Xiaohongshu is where Singapore homeowners especially young, affluent, Chinese-reading buyers research their renovation, save mood boards and decide who designs their next home. 24owlsGroup Pte Ltd runs end-to-end RED marketing built specifically for ID firms, renovation studios and bespoke interior brands in Singapore.
Why Xiaohongshu, why now
The platform Singapore homeowners actually trust for design inspiration.
Instagram is for aspiration. TikTok is for entertainment. Xiaohongshu is where decisions are made 70% of users open the app specifically to search for product and service recommendations. For an interior design firm, that's pre-qualified demand at the exact moment of intent.
Built for ID firms
Why interior design firms win on RED.
Visual-first storytelling
Before/after carousels, material flat-lays and walk-through reels are the native language of RED. Your portfolio already is the content.
HDB, condo & landed buyers are searching
Top-searched RED terms in SG: BTO 装修, condo 装修灵感, 屋主分享, 小户型设计. We map your projects to the exact keywords homeowners type in.
KOC > KOL for renovation
Real homeowners (KOCs) sharing their renovation journey out-convert big influencers. We source and brief verified Singapore homeowner creators.
Long content lifespan
A RED note keeps surfacing in search for 3–6 months compared to 24–48h on TikTok or Instagram. One good post pays back for two quarters.
The owls framework · B · K · F · S
Brand · KOC · Feeds · Search. The four levers we pull every month.
Brand Building
- ·Studio narrative & tone
- ·Cover & template design
- ·Portfolio storytelling
- ·Award & press features
KOC / KOL Sourcing
- ·Verified SG homeowners
- ·Lifestyle & design KOLs
- ·Brief, contract, compliance
- ·Performance reporting
Feeds Optimisation
- ·Monthly content calendar
- ·Carousel + reels production
- ·Community replies in CN/EN
- ·Trend & hashtag riding
Search Visibility
- ·RED keyword research
- ·Title & tag optimisation
- ·Aurora 聚光 search ads
- ·Top-3 ranking tracking
Sub-niches we know inside out
Built around the way Singapore homeowners actually shop for an ID firm.
We don't run generic lifestyle content. Every note, keyword and KOC brief is mapped to a specific buyer journey BTO first-timers comparing packages, condo upgraders chasing a look, landed owners briefing custom carpentry. If you specialise in one of these, we'll talk like you do.
HDB BTO & resale
First-home owners on a fixed Reno Loan budget, deciding between 3–5 quotes.
Condo & executive condo
Upgraders chasing a magazine-grade look without dropping the resale value.
Landed & GCB
High-touch, design-led builds where craftsmanship and custom carpentry win.
Bespoke carpentry & joinery
Specialists whose work deserves close-up reels, not wide showroom shots.
Boutique architecture studios
Smaller A&A practices that need a credible RED voice before pitching.
Showroom & material brands
Tiles, lighting, kitchen systems and sanitary brands selling to the trade and to homeowners.
What's inside our retainer
Six service pillars, one accountable team.
Most agencies hand you a strategy deck and disappear. We run the account end-to-end from the moment your 企业号 is verified to the day a homeowner DMs your sales team asking for a 3D quote.
Account setup & 企业号 verification
Business account verification, Blue-V badge application, bilingual bio, pinned introduction notes, and a profile grid that looks like a real studio not a stock page.
Content production for design firms
Carousels, vertical reels and cover designs art-directed from your existing project shoots. Bilingual copywriting with the keywords homeowners actually search.
RED SEO & keyword strategy
We mine the search bar weekly for rising terms 4-room BTO 装修, 屋主分享, 现代轻奢, 极简日式 and rewrite your titles, tags and covers so your notes surface at the top.
KOC & KOL collaborations
Curated shortlists of verified Singapore homeowner creators and lifestyle KOLs. We negotiate, brief, review and report you only approve and ship.
Aurora 聚光 ad management
Search ads, splash and in-feed placements run inside RED's native Aurora platform. Daily bid monitoring, audience refinement and weekly read-outs in plain English.
Lead capture & sales handover
Comment moderation in Mandarin and English, DM reply playbooks for your sales team, and a tracker that ties every enquiry back to the note that triggered it.
The outcomes ID owners care about
We measure the things that close jobs.
Likes and follower counts don't pay your designers. We report on the metrics your principal designer and finance team actually ask about at the end of the month.
Qualified renovation enquiries per month
DMs and contact-form leads that match your target home type, budget and timeline not tyre-kickers.
Cost per qualified enquiry
Blended cost across content production, KOC fees and Aurora 聚光 spend. We benchmark you against your previous IG and Google numbers.
Share of voice on key search terms
Where you rank on RED for the 20–30 terms that drive your category and which competitors are stealing the top slots.
Showroom & site-visit bookings
We tie every booked appointment back to the RED note, KOC post or search ad that triggered it.
Engagement options
Three ways to work with us.
RED Launchpad
Get your studio properly set up on Xiaohongshu and publish like a local.
- ✦Business account verification (官方号)
- ✦Bilingual profile & visual identity
- ✦8 RED notes / month (CN + EN)
- ✦Keyword & hashtag research
- ✦Monthly performance report
RED Growth Studio
Full BKFS framework. Best for ID firms ready to make RED a real lead channel.
- ✦Everything in Launchpad
- ✦12–16 RED notes incl. short videos
- ✦2 KOC homeowner collaborations / mo
- ✦Aurora 聚光 search ad management
- ✦Lead capture & DM playbook
- ✦Bi-weekly strategy sync
RED Signature
For award-winning studios building a long-term Chinese-market brand.
- ✦Everything in Growth Studio
- ✦KOL campaigns (Pugenying 蒲公英)
- ✦Project showcase mini-series
- ✦Cross-platform repurposing (IG / TikTok)
- ✦Quarterly brand & PR review
FAQ
Questions ID firms ask us about 小红书.
Do my interior designers need to speak Chinese?
No. Our content team writes, designs and replies in Simplified Chinese on your behalf, and translates any homeowner DMs back to your sales team in English.
How long before we see real renovation enquiries?
Most ID firms see qualified DMs within 6–10 weeks. Search-driven leads compound from month 3 as your notes start ranking for HDB BTO, condo and landed renovation keywords.
Can you work with our existing photographers and showroom?
Yes we prefer it. We art-direct your existing project shoots into RED-native carousels, vertical reels and cover designs, and only commission new shoots when there's a clear gap.
Do we still need Instagram, TikTok and Google Ads?
Yes, and we run them too. RED handles intent and consideration with Chinese-reading buyers; we repurpose the same assets across IG and TikTok and tie everything back to a single lead-tracking dashboard.
Is 24owlsGroup an event company or a marketing agency?
Both. 24owlsGroup Pte Ltd is a Singapore digital marketing agency with a dedicated event management arm useful when you want to pair a RED launch with a physical showroom open-house or media preview.
Free · 30 minutes · No deck, just answers
Let's get your studio
on the For You page.
Send us your studio name and 2–3 recent projects. We'll come back within 48 hours with a free RED audit keyword opportunities, competitor gaps and the first three notes we'd publish for you.
24owlsGroup Pte Ltd · 36A Sago Street · Singapore 059027