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6.18 PMPM Brand Social Media Marketing Case Summary

Brand Overview:
PMPM is a beauty brand founded in October 2019, emphasizing exploration with the tagline "Pour le Monde" (For the World). It focuses on emotional connection through brand storytelling, product innovation, and sustainability. Key milestones include angel investment, product launches (e.g., "glow powder mask"), and participation in global events like the UN Biodiversity Conference. In June 2021, it achieved over 100 million RMB sales during its first 618 event, marking strong growth and market impact.

Target Audience:
The primary consumers are young people aged 18-35 (predominantly 19-35 years), including Gen-Z, Millennials, and Gen-X. These demographics value personal identity, community belonging, exploration, and emotional fulfillment. Brands like PMPM connect by addressing needs for self-expression and high-quality life experiences.

Social Media Strategy:
PMPM leverages platforms like Xiangyao (Little Red Book), Douyin (TikTok), and Bilibili for targeted social media marketing. The campaign follows a four-phase strategy: water storage (April–May) for initial seeding, intensive content marketing (June) for revenue generation, and recovery (July) for re-engage. Content includes reviews, tutorials, beauty guides, and lifestyle integration, customized to platform preferences. KOL collaboration involves tiered influencer levels (tail/end KOLs), with focus on authenticity and niche coverage.

Key Tactics and Execution:

• Platform-specific approaches: Xiangyao emphasizes community "grass-roots seeding" with high engagement content; Douyin targets affordable trends and tutorials; Bilibili uses creative formats for cross-cultural appeal.
• Content themes: Emotion-based stories (travel, personal growth), product efficacy highlighting, and seasonal promotions.
• Data-driven targeting: Monitors audience demographics and interests to optimize content and influencer partnerships.

Results:
During the 618 event, PMPM saw sales of over 100 million RMB, with its "glow water" and masks becoming top sellers. The campaign boosted brand visibility, generated viral discussions, and solidified PMPM as a leader in youth-oriented beauty, demonstrating effective integration of emotional branding and data-informed social media strategies.