618美妆品牌社媒营销优质案例:PMPM新黑马式品牌故事，618如何借助社媒生根发芽？

Investment Rating - The report does not explicitly state an investment rating for the industry or company. Core Insights - PMPM has rapidly established itself as a leading skincare brand in China, achieving a GMV of over 300 million yuan in 2020, with a growth rate surpassing many domestic skincare brands [5][6][7]. - The brand targets Gen-Z consumers, focusing on emotional connections and self-expression, which aligns with their desire for unique and meaningful products [8][9]. - PMPM's marketing strategy leverages social media platforms like Xiaohongshu, Douyin, and Bilibili to engage with young consumers, emphasizing content that resonates with their lifestyle and interests [9][10]. Summary by Sections Brand History and Culture - PMPM was founded in October 2019, with a brand philosophy centered around exploration and global discovery [5]. - The brand's name is derived from French, meaning "to the world," reflecting its commitment to bringing global beauty to consumers [5]. Product Innovation - PMPM introduced a unique formula called the Global Formula: X+Y+Z, which combines natural ingredients with patented technologies to enhance product efficacy [5]. - The brand's first product, "Glowing Dough" mask, quickly became a top seller on Tmall, indicating strong market acceptance [5]. Marketing Performance - During the 618 shopping festival, PMPM achieved sales exceeding 100 million yuan, with its products becoming bestsellers in the water and emulsion category [6][7]. - The brand's sales in June 2021 saw a 466% increase compared to May, highlighting effective marketing strategies [7]. Target Consumer Profile - PMPM focuses on young consumers aged 18-30, particularly those seeking emotional resonance and self-expression in their purchases [8]. - The brand appeals to consumers who value unique experiences and are willing to explore new products [8]. Media Strategy - PMPM utilizes high-engagement social media platforms to reach its target audience, with a focus on lifestyle content related to beauty, fashion, and travel [9][10]. - The marketing strategy includes a phased approach, starting with pre-launch engagement and culminating in high-impact promotional events [11][12]. Content Strategy - The brand's content strategy includes tutorials, product reviews, and lifestyle integration to enhance consumer engagement and drive sales [20][22]. - PMPM's campaigns are designed to resonate with the emotional and experiential desires of its target demographic, leveraging storytelling and relatable content [22][31]. Influencer Collaboration - PMPM collaborates with a diverse range of influencers across different tiers to maximize reach and engagement, ensuring a balanced approach to brand promotion [14][16]. - The brand's influencer strategy includes both high-profile and niche influencers to create a comprehensive content matrix [14][16]. Brand Events - PMPM's marketing events, such as the "No Distance to the Faraway" campaign, aim to create a strong emotional connection with consumers through immersive experiences [42][44]. - The brand has effectively utilized both online and offline channels to enhance visibility and consumer engagement during major shopping events [44][45].