Unveil the essence of Plum's innovative social media strategy with this comprehensive PowerPoint presentation. Designed specifically for the dynamic cosmetic industry, this strategy encapsulates Plum's unique brand ethos – natural, vibrant, and ethical beauty. Slide by slide, we journey through Plum's targeted approach to digital storytelling, emphasizing authentic engagement with our audience. Key highlights include: Brand Storytelling: Dive into how Plum's narrative intertwines with social trends, focusing on organic, cruelty-free beauty products. Audience Analysis: Understand the Plum community – a mix of environmentally-conscious, beauty-forward individuals. Platform-Specific Strategies: Tailored content for platforms like Instagram, Facebook, TikTok, and Pinterest, leveraging each for maximum impact. Influencer Collaborations: Explore our selective partnership approach with influencers who resonate with Plum's values. Engagement Tactics: Innovative methods to boost interaction, including giveaways, live sessions, and user-generated content. Visual Aesthetics: The Plum palette – a showcase of our visual content strategy that mirrors the brand's ethos and appeals to our demographic. Content Calendar: A sneak peek into our meticulously planned content schedule, ensuring consistent and impactful online presence. Analytics and Adaptation: Detailed analysis of key metrics to refine and adapt our strategy for sustained growth and engagement. This presentation is more than just a strategy; it's a roadmap for Plum to blossom in the digital landscape, connecting deeply with our audience while staying true to our core values of sustainability and beauty. It's designed to be a living document, evolving with market trends and consumer insights.

2. • About Plum
• Social Media Presence
• Brand Tone and Archetype
• Consumer Analysis
• Content Buckets
• Content Calendar
• Campaign Planning
• Creatives

3. • India's 1st 100% Vegan Beauty Brand
• Believe in Goodness that Delivers
• Made with formulations all about 'Good Science'
• Science-backed actives for goodness that truly
does deliver

5. We go deep when it comes to researching ingredients to ensure
they are not animal by products.
Vegan alternatives may have different chemical composition and
reactions that regular once and need innovative solutions.
Packaging materials, limited edition bags and pouches are all vegan and
animal ingrediant free.
Neither the ingredients nor our products are tested on animals and we
are PETA certified for being animal test free.

6. 745K 254K 49K
Followers
Frequency
of Posting
1,52
2
Everyday Everyday 15 days gap
Not Active
Last active
12th jan 2020

7. Friendly & Approachable
Care
Giver
Informative & Educative Positive & Uplifting
Sustainable & Ethical Engaging & Interactive
Trustworthy &
Transparent
Youthful & Vibrant
Holistic Wellness

10. Segments Environmentally Conscious Working Professionals Travelers New Parents Men's Wellness
Seekers
Who buy • Environmentally Aware
• Follow Vegan life
• Cruelty-free practices
• Natural and organic skincare.
• City residents with busy
lives.
• Hikers
• Models
• Actors
• Influencer
• Couples who have
become parents
recently
• Who are fitness
enthusiast
• Who follow
trends
Why do they buy They are drawn to products'
focus on natural ingredients.
They want effective skincare
without harsh chemicals, making
vegan formulations appealing.
Vegan brand endorsed by
influencers attracts them,
as they trust
recommendations from
their favorite personalities.
Travel-friendly
packaging and
compact sizes of
products.
New parents prioritize the
safety and well-being of
their baby's delicate
skin.New mothers
experience changes in
their skin post-pregnancy.
Men appreciate
self-care rituals
that are simple yet
effective.

11. Demographics:
• Shrishti is a millennial who values sustainability and ethical choices.
• She has an above-average income and is willing to invest in high-quality, eco-friendly
products.
Age: 28
Gender: Female
Occupation: Marketing
Professional
Location: Urban area with a
strong eco-conscious
community
Shrishti Vora
Hobbies and Interests:
• Participates in community clean-up events and volunteers for local environmental
organizations.
• Loves hiking and camping, connecting with nature firsthand.
• Enjoys exploring farmers' markets and purchasing locally sourced, organic produce.
Challenges:
• Balancing her busy career with her commitment to eco-conscious living.
• Finding skincare products that align with her values without compromising on
quality.
Keywords That Resonate:
• Vegan skincare, sustainable beauty, eco-friendly, cruelty-free, natural ingredients, ethical
products.
Media Consumption:
• Regularly reads eco-conscious blogs and follows influencers who share tips for sustainable living.
• Listens to podcasts about ethical consumerism, wellness, and eco-friendly practices.
• Actively engages on social media platforms like Instagram and Facebook, sharing posts related to
environmental causes.
Shopping Behavior:
• Well-researched shopper. She reads product labels, checks for vegan and cruelty-free certifications,
and looks for brands that emphasize sustainability.
• She prefers online shopping due to convenience and the ability to access a wide range of products.

12. Demographics:
• Rahul is a Gen X professional who values efficiency and quality.
• He has a comfortable income and is willing to invest in products that align with his busy
lifestyle.
Age: 35
Gender: Male
Occupation: Sales Manager
Location: Urban area with a
demanding corporate
environment
Rahul Shah
Hobbies and Interests:
• Enjoys jogging in the mornings and going to the gym after work to stay fit.
• Has an interest in grooming and personal care but prefers simple and effective
routines.
Challenges:
• Balancing a demanding job with maintaining his appearance and well-being.
• Finding skincare products that provide visible results without adding complexity to his
routine.
Keywords That Resonate:
• Time-efficient skincare, minimalistic grooming, vegan products, quality ingredients, anti-aging
solutions.
Media Consumption:
• Consumes information on-the-go through business magazines during his commute.
• Follows LinkedIn for professional insights and Instagram for quick updates on trends and
lifestyle.
Shopping Behavior:
• Prefers online shopping for convenience, often during breaks or after work.
• Values products with clear benefits and straightforward usage instructions.

13. Demographics:
• Natalie is a millennial new mom who values safe and natural products for herself and her baby.
• She seeks practical solutions that cater to her postpartum needs while being conscious of her
budget.
Age: 30
Gender: Female
Occupation: Stay-at-home
mom
Location: Suburban area with
family-friendly facilities
Malvika Sharma
Hobbies and Interests:
• Enjoys reading parenting blogs and attending baby
playgroups.
• Practices gentle yoga at home for relaxation and self-care.
Challenges:
• Balancing her baby's needs with finding time for self-
care.
• Navigating the postpartum changes in her body and skin..
Keywords That Resonate:
• Postpartum skincare, gentle ingredients, vegan baby products, self-care for moms, affordable
wellness.
Media Consumption:
• Reads parenting books, online forums, and follows parenting influencers on
Instagram.
• Listens to parenting podcasts during baby's naptime.
Shopping Behavior:
• Natalie seeks budget-friendly options without compromising on quality.
• Prefers online shopping for convenience and appreciates brands that offer special deals for new moms.

15. Educational
Entertainment Promotion Conversation
Inspiration
Offers
Advertisements
Email Campaigns
Contests and Giveaways
Amazing Facts
Personal Stories
"How to.." Series
Jokes
GIFs
Memes
Blogs
Tips
Polls
Quizzes

20. Interest + Desire
Promise of Protection of
Consumers Skin along with
Mother Earth
Objective
Name
Intent
#VaadaRakshaKa

22. Splish, splash, and let your skin refresh! 🌧️
💦. Say goodbye to monsoon blues and
hello to a radiant you! ☔✨ #MonsoonGlow
#RainyDayRefresh #FacewashFinesse"
Play like you mean it, celebrate like a
champion! 🎉 Happy National Sports Day!
Let's honor the spirit of competition,
teamwork, and the thrill of victory. Here's
to all the athletes who inspire us to push
our limits! ️🏀 #NationalSportsDay
Tying a Rakhi to the one who nurtures us all
– Mother Earth. 🌍🌿 Happy Rakshabandhan
to the planet that sustains our lives and
inspires us to protect its beauty. Let's
pledge to be better caretakers of this
incredible gift! #NatureLove

29. • Skincare Routine After Menopause.
• What Fruits Do You Need To Add To Your Regular Diet For
Better Skin.
• Skincare Routine For atheletes.
• Biotin Friend Or Foe?
• Is Hair Transplant The Only Left Solution For Hair Loss?
• Hair Caps And Bandanas Damaging Your Hairline?

34. • hair care routine for hair growth
Keywords Used
• baby care products
• best baby care products
Keywords Used

35. • vegan skincare products
• best vegan skincare products
• cruelty free skincare
Keywords Used

36. Thank You