Executive summary
- Challenge
- A classic landmark stuck on nostalgia needed younger interest circles and durable social assets.
- Approach
- AI audience mapping · ACG/designer-toy KOL calendar · #OrientalPearlStaff KOS matrix.
- Value
- Shift from sightseeing check-in to interest social venue; 2025 city programs and Art Bund co-creation in press.
Landmarks must escape the “one-time check-in” label and enter young audiences’ daily lifestyle contexts.
In 2025 JFM Media repositioned Oriental Pearl on Xiaohongshu with AI-driven targeting, KOL circle penetration, and KOS staff matrix incubation.
01
Strategic upgrade
Smart tourism social ecosystem
AI audience models redefine the tower as an emotional lifestyle hub, not only a sightseeing spot.
02
Tactical break-out
KOL matrix by calendar moments
- Mar ACG cherry blossom
- May–Jun toy & family pop-ups
- Aug meme crossover
- Nov Chiikawa Gen-Z buzz
03
KOS incubation
Staff matrix & #OrientalPearlStaff tag
First-person staff accounts turn public traffic into owned digital assets.
AI + KOL + KOS — bidirectional ecosystem building for city tourism landmarks.
First published on WeChat (杰弗里IMC).
FAQ
Case FAQ excerpt
What challenge did Oriental Pearl Tower’s 2025 digital refresh address?
Landmarks stuck as “childhood memory” or “one-time check-in” spots — in 2025 JFM partnered with Oriental Pearl Tower on Xiaohongshu with AI-driven precision marketing, reframing the tower from sightseeing icon to multi-cultural “emotion venue” and lifestyle solution, moving tourism marketing from one-way scenery to two-way ecosystem co-building.
How do KOL circle break-out and KOS staff matrices work together?
KOLs deploy on a 2025 calendar across vertical circles (cherry-blossom ACG/Cosplay, designer-toy family pop-ups, meme crossovers, Chiikawa flash events) for reach ceiling; KOS staff accounts run in first person — “elevator lady,” “cafeteria manager,” “cruise third officer,” etc. — with #东方明珠在编人员 (#on-the-payroll-staff) to convert public traffic into long-term digital assets.
What other public Shanghai tourism projects does JFM cite?
Besides Oriental Pearl Tower 2025 full-year marketing, public Shanghai work includes Huangpu Art Bund, Bund FTC content co-creation, and CIIE Huangpu pavilion. JFM was named Huangpu “Art Bund 2025 · Content Co-creation Partner” and is among Jiushi Group’s annual digital marketing providers. Scope follows public disclosures.
How does this tourism case map to JFM services?
This is Xiaohongshu integrated marketing for the tourism sector — AI audience insight, KOL vertical break-out, KOS matrix ops, integrated comms synergy, and performance review. HQ Shanghai Huangpu; national delivery for city landmarks and culture-commerce complexes.