科握：全球美妆品牌如何通过科握实现⾼效社媒策略.pdfVIP

科握的全球美妆品牌案例调研 KAWO Case Study of a Global Beauty Brand 全球美妆品牌如何通过 科握实现⾼效社媒策略 How a Global Beauty Brand Boosted Their Social Media Strategy with KAWO SEPT 2022 全球美妆品牌概述 全球美妆品牌的挑战 Global Beauty Brand Background Overview Global Beauty Brand’s Challenges 案例分析的这家全球美妆品牌是⼀奢侈品公司的美妆线，其已成为世界上最成 1. 局部疫情反复下，消费者购买意愿下降，影响美妆等可选消费。 功的⾼端化妆品品牌之⼀。近年来美妆⽤品⾏业规模持续增⻓、各企业愈发重 The COVID-19 pandemic has resulted in a reduction in consumers’ willingness to spend, particularly for non-essential items such as luxury cosmetics. 视线上营销推⼴。其结合品牌调性和⽬标消费群体的特点，通过⼤数据分析制 定合理的品牌营销策略、选择适合的营销平台。 2. 跨国企业复杂的公司结构及多家第三⽅机构的加⼊导致社媒运作效率不⾼。 A complex organizational structure with multiple third-parties involved resulted in As a luxury beauty product line, this global beauty brand has become one of the most inefficient operation of social media. successful premium cosmetic brands in the world. In recent years, the scale of the beauty industry has grown constantly, and companies have paid more and more 3. 在激烈的市场竞争中，这家全球美妆品牌需充分整合线下线上多元渠道和跨 attention to online marketing and brand promotion. The global beauty brand has a 界合作，促进品牌提升和传播。 carefully crafted brand voice and target customer group, utilizing big data analysis to In a fiercely competitive environment, the global beauty brand needs to fully integrate offline and online channels and collaborations to promote their brand. formulate their marketing strat