How to promote the brand from 0- 1 Planning and sharing of the whole case

The daily activity of Xiaohongshu platform is huge, and all brands are competing to promote it on the platform. How can brands jump out of the endless cycle and attract a group of new groups that paid attention to quality and personalization years ago on the platform? Today, I will share a whole day's brand planning with you. I. Crowd Insight In the user portrait, the cosmetics customer group represented by female users has become highly accustomed to using Xiaohongshu as a key part of pre-purchase decision-making. Among them, "beauty and skin care followers" label users are mostly, and the brand target audience is concentrated, which has become an indispensable part of brand user cognition and volume construction. Second, the idea of brand promotion is talent selection: planning and making according to the people who match the content of talents; Refine the natural notes of product selling points; Cover multiple scenes and plant grass; Reprint the enterprise number; Fan accumulation, enterprise number precipitation, accumulation of private domain traffic record notes; Single product is recommended as the main information flow reservoir; Material creation and accumulation of SEM card position; Occupy SEM period+transformation +seo station to plant grass; Realize the needs of aimless users and stimulate the transformation of potential crowd effect; The pre-brand insight is aimed at the following three aspects: goal. Competitive product analysis: case analysis of the same category, cross-category case analysis, negative case analysis, launch data, etc. Product insight: product purchase point refining, keyword layout, crowd scene, etc. Fourth, the overall planning content planning: the main center points match the content direction. Talent strategy: content talent setting, talent proportion distribution, talent fan portrait, talent screening. Delivery strategy: crowd strategy, crowd orientation, information flow delivery, search delivery and budget allocation. 5. Start the core item of the plan: spread the node of the core target by stages: plan to test the content at a certain time. Key actions: new note test, material determination, keyword test, talent acquisition strategy, note direction distribution strategy: create more explosive articles in the early stage, note test and optimize process indicators: continuously stabilize data, refer to industry target forecast: thousand explosion rate x% budget planning: content budget x; Effect budget. The general direction of brand suggestion: establish a brand content position in Xiaohong Bookstore, and let users perceive the product strength through kol content. Content suggestion: strengthen selling point+plant grass continuously in the station. Kol suggested that everyone cooperate with each other, refine the screening, and accurately stratify the effect stream.