Firstly, collaborating with celebrities to lead trends and create momentum. For instance, Perfect Diary maximized the fans ’economy by launching ‘the Little Black Diamond’ series lipstick with Chinese celebrity, ZhuZhengting. The fans’ participation and interaction is intense during this promotion. The limited-edition products sold out in only three seconds. So it is girl’s favorite perfect diary makeup.
Secondly, cooperating with KOLs who can contribute high-quality content and motivate word-of-mouth marketing. The Chinese beauty brand cooperated with Li Jiaqi, who is a web sensation to recommend Perfect Diary’s products during his live broadcasting. During the 11.11 shopping festival, Perfect Diary teamed up with him to launch the ‘small pink diamond’ lipsticks. Its brands’ visibility reached the peak of all Chinese cosmetics products. Finally, by utilizing the bandwagon effect, Perfect Diary can get more in-person experience shared by common users to reach more consumers.
Utilizing social media as the main promotion channels
Perfect Diary utilizes social media to reach potential consumers. In spite of promoting on normal social platforms like Weibo and WeChat, it also leverage the community advantages of Xiaohongshu (50% of users are below 30 years old) and Bilibili (80% of users were born in the 90s). Perfect Diary’s official account on Xiaohongshu has 1.92 million followers. We can see more than 110,000 notes when searching for the keyword “Perfect Diary”. Also, when searching it on Bilibili, the number of results reaches the upper limit of 50 pages. And there are many attractive titles like “the most cost-effective products”, high-quality domestic cosmetics products” and so on.
Effective KOL strategy
We can observe the success of the brand’s promotion strategy from 110,000+ notes related to the brand on Xiaohongshu.
Firstly, collaborating with celebrities to lead trends and create momentum. For instance, Perfect Diary maximized the fans ’economy by launching ‘the Little Black Diamond’ series lipstick with Chinese celebrity, ZhuZhengting. The fans’ participation and interaction is intense during this promotion. The limited-edition products sold out in only three seconds.
Secondly, cooperating with KOLs who can contribute high-quality content and motivate word-of-mouth marketing. The Chinese beauty brand cooperated with Li Jiaqi, who is a web sensation to recommend Perfect Diary’s products during his live broadcasting. During the 11.11 shopping festival, Perfect Diary teamed up with him to launch the ‘small pink diamond’ lipsticks. Its brands’ visibility reached the peak of all Chinese cosmetics products. Finally, by utilizing the bandwagon effect, Perfect Diary can get more in-person experience shared by common users to reach more consumers.
Perfect Diary creates a personal account matrix to provide customized service. By leveraging group control technology, Perfect Diary created hundreds personal account with unified character image called “Xiaowanzi”. Normally, each WeChat personal account can have no more than 3000 contacts. So, Perfect Diary has already had millions of followers in its private traffic pool.
Effective communication to inspire re-purchase
Different personal accounts of Perfect Diary not only share high quality contents in WeChat moments to stimulate shop desire but also provide promotion contents in the consumer group they managed.
