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？ 微播易| 营销智库 品牌历程与文化 "探索者"品牌人格画像以"探索全球，将远方带给消费者"的品牌理 念助力品牌内容营销 用情感讲故事："远方"与探索极大程度满足年轻消费者情感连结和诉求 用配方讲故事：PMPM提出独创的环球配方公式: X+Y+Z 产品革新 品牌创立 品牌拓展 品牌责任 2019年10月，闪烁和联合创始人Wen成立 了护肤品牌PMPM，品牌名来自法语Pour (le) Monde Pour (le) Monde，意为"去往 世界，探索世界"。PMPM由此成为中国首 个以探索为品牌理念的护肤品牌。 2020年1月21日，品牌成立之初，获得来自 源码资本的天使轮融资；2020年6月完成 Pre-A轮融资；2020年10月20日，再次获 得Pre-A+轮融资，投资方为HARMAY話梅。 2020年3月，PMPM第一款产品"发光面团" 涂抹面膜面世。这款产品上市后迅速登上天 猫涂抹式面膜品类TOP 2。PMPM上线仅半 年 ， GMV 已 达 1500 万 ， 2020 年 ， 品 牌 GMV ...

Core Insights - PMPM successfully leveraged social media marketing strategies during the 618 shopping festival, focusing on the Gen Z demographic, particularly those born in the 1990s and 2000s, by creating a content matrix across platforms like Xiaohongshu, Douyin, and Bilibili [1][2][9] Group 1: Marketing Strategy - The brand's core philosophy is "exploring the world and bringing distant experiences to consumers," targeting young consumers who seek emotional resonance and refined living [5][6] - The marketing campaign was structured in phases: pre-event buildup in April, peak interaction in May with key influencers, and intensified promotions in June, followed by a long-tail engagement strategy in July [12][13][14] - The influencer strategy involved a mix of "long-tail influencers for broad penetration, head influencers for heat generation, and mid-tier influencers for community impact," with over 60% of beauty influencers participating [1][2][17] Group 2: Content and Engagement - Content strategies focused on product ingredients and consumer pain points, with practical guides and lists released during the 618 event, such as "summer acid brushing" and "must-buy items" [2][24] - PMPM achieved over 100 million in sales during the 618 period, with the seaweed essence lotion set topping the category charts and Douyin's GMV increasing by 466% [2][7] - The success was attributed to precise audience matching on platforms, a layered influencer strategy, and emotionally resonant content that combined travel and skincare themes [2][8][9] Group 3: Brand Development - PMPM was founded in October 2019, focusing on storytelling through emotions and unique global formulations, quickly gaining traction in the market [6][7] - The brand's growth trajectory included angel funding in early 2020 and subsequent rounds, achieving a GMV of 150 million within six months of launch and surpassing 300 million by 2020 [6][7] - PMPM's commitment to sustainability was highlighted by its participation in the UN Biodiversity Conference, showcasing its responsibility as a brand [6][7] Group 4: Target Audience - PMPM's target demographic includes young consumers aged 18-35, who prioritize emotional experiences and refined lifestyles, with a strong presence on social media platforms [9][10] - The brand's marketing efforts are tailored to resonate with the values and interests of Gen Z, focusing on self-expression and emotional connection [9][10]

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