Bringing Christmas to Life – Lumistella

WPIC introduced Lumistella’s Santaverse to China by localising a globally recognised Christmas IP for a new cultural context. To bridge the emotional gap, the campaign focused on building relevance with Chinese families unfamiliar with Western holiday traditions.

Through a targeted RedNote influencer strategy, WPIC partnered with parenting creators and overseas returnee mothers to bring The Elf on the Shelf into everyday family conversations. Within 4 months, the campaign generated over 600,000 exposures and repositioned the brand from a foreign concept into an emotionally resonant symbol of festive companionship, while reinforcing protection of Lumistella’s intellectual property in the market.