How Knose Pet Care became the #1 RedNote result for “Australia Pet Insurance”

Challenge

Knose Pet Care offers pet insurance in Australia and wanted to reach Chinese-speaking pet owners. These customers research products on Little Red Book (RedNote) rather than on Google, so Knose needed a credible presence on the platform. It also needed a way to turn people’s interest there into real conversations with its team. Building that kind of trust takes steady, consistent activity, not one campaign.

What we did

I Search Marketing ran Knose’s Little Red Book presence end to end. We set up and verified the official account and defined its positioning and content direction. Every month we planned and created content, publishing two posts a week for two years, and handled community engagement and day-to-day management. Alongside the organic work, we built the paid ad strategy and produced the sponsored ad creative, then planned and bought the media, with monthly reporting throughout. Each ad included a call-to-action button. When someone tapped it, Knose’s customer service team received the enquiry and replied with a “business card” containing their WeChat ID, so the conversation could carry on over WeChat.

Results

Over two years of consistent content and regular sponsored campaigns, awareness of Knose in the Chinese community grew significantly. Today, a search for “Australia Pet Insurance” on Little Red Book returns Knose’s post as the first organic result, the RedNote equivalent of ranking first on Google.

The May–July 2025 ad campaign, which aimed to drive awareness and enquiries among Chinese audiences in Australia, delivered:

• 15 ad posts
• 611,321 impressions
• 17,117 clicks
• 2.8% click-through rate
• 1,655 engagements
• 305 enquiries