Singles’ Day Debut – Blackwood

Blackwood, a US cat food brand under BrighPet Nutrition Group, has quickly built momentum in China’s fast-growing pet market. To capture this surge in demand, the company turned to WPIC to run social media activations and roll out content marketing and KOL programs across WeChat, Weibo, Xiaohongshu, Douyin and Douban.

The brand’s first campaign went live just before 11.11 Singles’ Day, engaging more than 30 KOLs and media outlets and reaching over 1.4 million pet owners within days. This exposure boosted awareness and consumer interest at the most competitive moment of the retail calendar.

Through expert-led product reviews, lifestyle-driven videos and aspirational storytelling, Blackwood established itself as the leading choice for steamed cat food in China, carving out a distinct position in a crowded market.