双立人2025全年整合营销项目方案4.0
Doubletree 2025 Full Year Integrated Marketing Program Plan 4.0

项目背景
Project Background

行业趋势
Industry Trends

所以，塑造品牌辨识和价值感至关重要
So shapingbrand recognition and a sense of valueis critical

强化体验感能吸引消费者
Enhanced ExperienceCan Engage Consumers

独特线下体验结合线上购物与社交传播打通渠道
Unique offline experienceCombining online shopping with social communication to open up channels

才能取得良好效果
It's the only way to get good results.

TA 洞察
TA Insight

在消费降级的主旋律下，TA们逆潮而行，为自己买单
Under the main theme of consumer downgrading, TAs go against the tide and pay for themselves

越来越多的消费者为取悦自己买单
More and more consumers are paying to please themselves

TA人群是爱己+悦己的结合
The TA crowd is a combination of Love Yourself + Pleasure Yourself

竞品分析
Competitive Analysis

美妆行业竞品案例参考：
Competitive case reference in the beauty industry:

但在品牌塑造上仍有不足，未充分挖掘品牌独特价值
But there are still deficiencies in branding and the unique value of the brand has not been fully explored.

在产品用户体验方面有提升空间
There is room for improvement in product user experience.

高端调性品牌案例参考：
High-end tone-on-tone branding case reference:

Maison Margiela：
Maison Margiela:

Gentle Monster：
Gentle Monster:

爱马仕：
Hermes:

lululemon：
lululemon:

疗愈美术馆「好状态心展花园」
Healing Art Museum "The Garden of Good Condition"

线下大型活动培养品牌私域
Offline large-scale activities to cultivate brand private domain

自身分析
self-analysis

“Forever Yours”

是自我与品牌之间的契约型陪伴
It's Contractual Companionship Between Self and Brand

爱自己成为最重要的事，
Loving yourself has become the most important thing of all.

但真正的爱自己并非无节制的消费，
But true love of self is not uncontrolled consumption.

而是通过优质的产品和独特的体验，
Rather, through quality products and unique experiences,

肯定自我，塑造独一无二的精神面貌。
Affirmation of self and molding of unique spirituality.

近身，与身体达成爱己契约
Close up and make a love contract with your body

精致，与精神达成悦己契约
Sophistication, a contract with the spirit to please oneself

一套双立人美妆个护工具
A set of Dualist beauty and personal care tools

与每一个ta
With every ta

签订精致理容的终身契约
A lifelong contract for fine grooming

传播话题
Dissemination of topics

非凡见证 恒久相契
A remarkable witness and a constant companion

forever yours

强调双立人美妆工具与用户之间的契约型陪伴，
Emphasizing the contractual type of companionship between the Doubletree beauty tool and the user.

见证用户人生的每个重要阶段，共同书写非凡的美丽篇章。
Witness every important stage of the user's life, and write an extraordinary and beautiful chapter together.

传播策略
communication strategy

ROADMAP

12月-01月，初遇：开启永恒之旅
December-January, First Encounter: Embarking on an Eternal Journey

借助CNY节点造势，输出 Forever Yours 的品牌slogan，初步建立大众印象
Use CNY node to create momentum and output the brand slogan of Forever Yours to build up the initial public impression.

传播话题：#2025第一天签下的契约
Spreading the word:#Compact signed on Day 1 of 2025

#跨年变美契约还有谁没签 （备选）
#Who hasn't signed the New Year's Eve beauty pact?

STEP1:双立人美妆新春轻快闪事件，契约之手空降街头，初步建立品牌认知
STEP1: Doubletree Beauty CNY Light Flash Event, Pact Hands Airborne on the Street, Initial Brand Awareness Establishment

视觉锤：一个摊开的手掌，向TA发起契约邀请
Visual Hammer: a spread palm, a contractual invitation to TA

事件创意：春节期间，在街头快闪设置契约之手+许愿球的简单装置，邀请人们在新春即将到来之际，和双立人美妆一起签下和2025的契约。写下契约，可以自助领取一份双立人美妆送上的同比例雕塑挂件小礼品
Event Idea: During the Chinese New Year, a simple installation of the Hand of the Pact + Wishing Ball was set up in a street flash mob, inviting people to sign a pact with Dualskin Beauty and 2025 with the upcoming Chinese New Year. Write down the pact, you can self-receive a small gift of same scale sculpture pendant from Doubletree Beauty

地点：北京三里屯/上海外滩/深圳万象城（待定）
Venue: Sanlitun, Beijing/Shanghai Bund/Shenzhen Vientiane City (TBA)

STEP2：线上线下联动，官微发起+KOL接力讨论，#2025第一天签下的契约 话题引发热议
STEP2: online and offline linkage, official micro launch + KOL relay discussion,#2025 first day of the contract The topic triggered heated discussionsThe topic triggered hot discussions

官微发起#2025第一天签下的契约 话题互动，用户参与互动许下新年愿望，有机会赢取超值新春礼盒
Official microblogging launched#2025 first day of the contract signed Topic interaction, the user to participate in the interaction of the New Year's wishes, a chance to win a super-value New Year's gift box.

时尚、艺术类KOL带话题接力炒热，许下2025新年愿望，邀请粉丝共同参与话题讨论
Fashion and art KOLs bring topics to relay the hype, make 2025 New Year's wishes, and invite fans to participate in the topic discussion together

STEP3：借势新年热度撬动UGC传播，#2025第一天签下的契约 话题登微博热搜，品牌契约力拉满
STEP3: Leveraging New Year's fever to pry UGC communication,#2025 the first day of the contract signed The topic of the microblogging hit the microblogging hot searches, the brand contractual force pull fullTopics on the microblogging hot searches, brand contractual force pull full

02月-04月，相知：许诺缔结契约
February-April, Getting to know each other: promises to conclude a contract

洞察三八妇女节热点，双立人美妆x时尚芭莎智美女性企划联动，借势平台推广品牌认知
Insight into the hotspot of March 8 Women's Day, Dual Lifestyle Beauty x Bazaar Smart Women program to promote brand awareness through the platform.

博主：大不列颠岛民板
Blogger: Great Britain Islander Board

时尚百万博主，主要活跃在高端时尚领域，在高级成衣发布秀等时尚活动中具有一定的影响力和知名度，以其独到的时尚观点和风格受到关注
Fashion millions of bloggers, mainly active in the field of high-end fashion, in the senior ready-to-wear release show and other fashion events with a certain degree of influence and popularity, with its unique fashion views and style to be noticed!

传播话题：#精致女孩与美签约
Spread the word:#ExquisiteGirlSignsWithBeauty

#精致女孩签订美神契约（备选）

STEP1：邀请大不列颠岛民板拍摄芭莎艺术大片，为精致理容发声
STEP1: Invite British Islander boards to shoot Bazaar art photo shoots to speak out for exquisite grooming

借势芭莎三月刊智美女性专题，联合大不列颠岛民板拍摄艺术大片（内页），为女性美力发声
Taking advantage of Bazaar's March issue of Women of Intelligence and Beauty feature, the British Islander Board jointly shot an artistic blockbuster (inside page) to speak out for women's beauty.

主推产品：蝉翼指甲钳、刮痧板两大明星单品
Main products: cicada wing nail clippers, scraping board two star single product

STEP2：大不列颠岛民板释出 vlog，分享精致秘诀源自双立人美妆，持续炒热品牌声量
STEP2: The British Islander Board released a vlog sharing the secret of sophistication from Dualist Beauty to keep the brand buzz going!

博主大不列颠岛民板社交平台账号发布vlog，分享杂志拍摄趣事，为双立人美妆品牌发声
Blogger Britannia Islander Board social media platform account posted a vlog sharing an interesting story about the magazine shoot and speaking out for the Dualist beauty brand

用户参与评论区互动，有机会获得双立人美妆礼盒
Users participate in the interactive comment section for a chance to win a Doubletree Beauty Gift Set!

STEP3：双立人美妆x时尚芭莎 智美女性线下论坛，助力品牌声量破圈
STEP3: Dual Lire Beauty x Harper's Bazaar Offline Forum for Women of Intelligent Beauty, helping the brand's sound volume to break the circle

现场以大理石雕塑造型呈现双立人美妆视觉锤，邀请嘉宾打卡拍照，与美相契，见证非凡美丽时刻
The marble sculpture modeling on the scene presents the visual hammer of Doubletree Beauty, inviting guests to take pictures, and witness the extraordinary beauty moment with the beauty.

芭莎自带媒体矩阵宣发造势，助力品牌声量出圈
Bazaar brings its own media matrix to publicize and create momentum, helping the brand sound volume out of the circle

STEP4：线下门店发起体验互动，邀请用户体验双立人美妆
STEP4: Offline stores launch experience interaction and invite users to experience Doubletree Beauty

借热度设置线下门店体验区，为用户提供免费体验服务
Borrowing the heat to set up offline store experience area, providing users with free experience services

微博、小红书、抖音社交平台账号发起邀请，参与报名有机会免费享受高奢级护理套餐
Weibo, Xiaohongshu, Shake social platform accounts to launch invitations, participate in the registration have the opportunity to enjoy free high-luxury level of care packages

05月-08月，相守：浪漫恒久相契
May-August, Staying Together: Romantic Constant Attachment

借势520热点联动，男士、女士系列产品礼盒上线对话目标TA
Taking advantage of the 520 hot linkage, men's and women's series of products gift box on-line dialogue target TA

温秋雯：纸雕艺术家，闪光剧场主理人，曾合作品牌ChristianLouboutin路铂廷、娇韵诗等，擅长以纸艺为载体进行创作，同时在灯光雕塑领域亦有所研究。纸雕艺术作品曾在多个国家和地区展出，包括法国蓬皮杜艺术中心、意大利、香港以及中国内地的多个城市和艺术节。
Wen Qiuwen:Paper sculptor, the main manager of Flash Theater, has cooperated with brandsChristianLouboutin, Clarins and so on. span data-dl-uid="3">, Clarins, etc., specializing in paper art as a carrier for creation, but also in the field of light sculpture research. His paper sculpture artworks have been exhibited in many countries and regions, including the Pompidou Center in France, Italy, Hong Kong, as well as many cities and art festivals in Mainland China.

小鹏汽车：以智能化为核心的智能电动汽车制造商，拥有领先的自动驾驶技术和人工智能系统。其车主主要是中青年已婚男性，用户社区非常活跃。
Xiaopeng Auto:An intelligent electric car maker centered on intelligence, with leading self-driving technology and artificial intelligence systems. Its car owners are mainly young and middle-aged married men with a very active user community.

传播话题：#浪漫契约就该永久有效
Spreading the word:#Romantic pacts should last forever

#我的520永远都浪漫（备选）

STEP1：双立人美妆x温秋雯在751图书馆举办 #非凡见证 恒久相契 主题展会，借势520节点集中爆发声量
STEP1: Dualist Beauty x Wen Qiuwen held the #Extraordinary Witnesses Everlasting Ties Theme Exhibition at 751 Library, taking advantage of the 520 node to focus on the outbreak of sound volume.

双立人美妆、温秋雯、展馆三方社媒账号联动发起520邀请，预热展会活动，炒热声量
The three social media accounts of Doubletree Beauty, Wen Qiuwen and the Pavilion linked up to launch the 520 invitation to warm up the exhibition activities and hype up the sound volume.

温秋雯首创双立人美妆纸雕首次展出，时尚、艺术博主分享现场实况图，邀请用户现场打卡
Wen Qiuwen's first Dualist beauty paper sculpture was exhibited for the first time, and fashion and art bloggers shared live pictures of the scene, inviting users to punch in on-site

STEP2：推出永恒之契联名情人节礼盒，男士、女士系列产品分别对话目标TA
STEP2: Launch of the Eternal Deed co-branded Valentine's Day gift box, men's and women's series of products to talk to the target TA separately

礼盒名称：永恒之契
Gift box name: Eternal Pact

礼盒设计：非凡的纸雕工艺与大理石元素巧妙融合，凸显双立人美妆视觉锤，传递 Forever Yours的主题
Gift box design: extraordinary paper sculpture craftsmanship and marble elements are skillfully integrated, highlighting the visual hammer of Dualist beauty and conveying the theme of Forever Yours.

礼盒周边：艺术纸雕氛围灯、永恒之契主题纸雕摆件等周边，迎合520氛围
Gift box peripherals: artistic paper sculpture ambient light, eternal contract theme paper sculpture ornaments and other peripherals, catering to the atmosphere of 520

STEP3：时尚、艺术领域KOL、KOC开箱礼盒，520契约掀起全网讨论热潮
STEP3: Fashion, art field KOL, KOC unboxing gift box, 520 pact to set off the whole network discussion fervor

携手抖音、小红书、微博的时尚、艺术领域KOL、KOC开箱双立人美妆520礼盒，传递恒久相契的品牌理念
Collaborating with KOLs and KOCs in the fashion and art fields of Jittery, Xiaohongshu and Weibo to unbox the Dualist Beauty 520 Gift Box, conveying the brand concept of everlasting solidarity

开启 #终于见到具象化的永恒 话题互动，分享自己在520签下的浪漫契约故事，有机会赢取双立人美妆520礼盒
Open #Finally Seeing Eternity in Concrete FormTopic Interaction, share your own story of the romantic contract you signed on 520, and have a chance to win the Dual Lifetime Beauty 520 Gift Box. span>

STEP4：双立人美妆体验区入驻小鹏汽车线下门店，联动新能源品牌破圈圈粉TA
STEP4: Double Riders beauty experience area stationed in Xiaopeng Automobile offline stores, linking new energy brands to break the circle of powder TA

双立人美妆x小鹏汽车跨圈联动，冷门CP官宣引全网围观
Dualist Beauty x Xiaopeng Auto cross-circle linkage, cold CP official announcement attracted the whole network to watch

双立人美妆契体验区入驻小鹏汽车线下门店，瞄准男性TA破圈圈粉
Shuanglijin beauty deed experience area stationed in Xiaopeng Automobile offline stores, aiming at male TA circle-breaking powder

备选资源
alternative resource

陈粉丸：90后独立艺术家，毕业于广州美术学院，目前是「丸工作室」&「廿三空间」主理人之一。以纸为媒介，陈述着自己对这个世界无穷的好奇和想象力，被媒体誉为“90后顶级剪纸艺术家”。曾合作品牌有GUCCI、卡地亚、Burberry、资生堂、巴黎欧莱雅等。
Chen Pink Maru: 90s independent artist, graduated from Guangzhou Academy of Fine Arts, currently is one of the main managers of "Maru Studio" & "23 Space". Using paper as a medium, she expresses her endless curiosity and imagination about the world, and is regarded by the media as "the top paper-cutting artist after 90s". She has collaborated with brands such as GUCCI, Cartier, Burberry, Shiseido and L'Oreal Paris.

王艺烨：留法纸艺艺术家，作品受到各大品牌青睐，目前巴黎DIOR创意总监邀请她签约长期合作艺术家，PRADA, DIOR ,HERMES, MONTBLANC, LANCEL,YUE SAI等纷纷向她伸出橄榄枝，其作品受到来自世界各地艺术藏家的定制邀约。
WANG YIYE: stay in France paper art artist, works favored by the major brands, at present, the creative director of Paris DIOR invited her to sign a long-term cooperation with the artist, PRADA, DIOR ,HERMES, MONTBLANC, LANCEL, YUE SAI and so on have reached out to her, her works from art collectors around the world customized invitation. LANCEL, YUE SAI and so on have to her olive branch, its works by art collectors from all over the world customized invitation.

腾势汽车：由中国新能源汽车领军企业比亚迪与世界豪华车制造巨头德国梅赛德斯-奔驰共同设立的合资企业，以“为用户提供卓越的电动出行体验”为使命，为用户提供高品质的新能源汽车产品和服务。目标TA主要是追求高品质、豪华体验的消费者
Tengshi Automobile: a joint venture between BYD, China's leading new energy vehicle manufacturer, and Mercedes-Benz, the world's leading luxury car manufacturer, with the mission of "providing users with an outstanding electric mobility experience". With the mission of "providing users with an excellent electric mobility experience", the company provides users with high-quality new energy vehicle products and services. The target TA is mainly consumers who pursue high quality and luxury experience

09月-11月，永恒：岁月由你永续
September-November, Eternity: The Years Are Forever By You

年末回顾，打造留声机礼盒沟通用户心智，为双十一声量造势，引导用户种草产品
Year-end review, create a phonograph gift box to communicate with the user's mind, to create momentum for the double eleven volume, to guide the user to plant grass products

传播话题：#30岁全款拿下岁月雕刻权
Spread the word:#Take the age carving rights in full at 30

#我的岁月也值得篆刻（备选）

STEP1：官方发布悬念海报，神秘礼盒宣发，暗示礼盒产品及特点吸引TA关注
STEP1: The official release of suspense posters, mystery box publicity, suggesting the gift box products and features to attract the attention of the TA

双十一礼盒开售倒计时三天时，每天放出一张海报预告礼盒内容，吸引TA关注
During the three-day countdown to the opening of the Double Eleven Gift Box, a poster will be released every day to preview the contents of the box and attract TA's attention

文案demo
Copywriting demo

STEP2：双立人美妆岁月之契礼盒上线，借双十一节点沟通用户情感，签订终身契约
STEP2: Shuangli Ren Beauty Age Deed Gift Box on line, taking advantage of the Double Eleven node to communicate users' emotions and sign a lifelong contract

恰逢双十一大促+年末节点，双立人美妆工具雕刻容颜，双立人为消费者雕刻岁月，而留声机是属于每个人岁月的独一无二的雕刻作品。以契约雕刻为锚点打造岁月留声机的概念，将岁月留声，签下终身精致理容契约。
Coinciding with the Double Eleven promotion + year-end node, Doubletree beauty tools carve the face, Doubletree carves the years for consumers, and the phonograph is a unique carving work belonging to each person's years. With the contract carving as the anchor point to create the concept of the phonograph of the years, the years will be left in the sound, signed a lifelong exquisite grooming contract.

礼盒名称：岁月之契
Gift box name: Pact of Ages

礼盒设计：外形以留声机为灵感，配以品牌契约之手的视觉锤
Gift box design: the shape is inspired by the gramophone, with the visual hammer of the brand's contracted hand

礼盒内容：礼盒由产品套装、唱片机音箱、岁月留声CD三部分组成，用户将CD放到唱片机上，可以播放一段专属音乐，纪念携手相契的一年时光，也可加价在留声机上刻字。
Contents of the gift box: the gift box consists of three parts: the product set, the record player speaker, and the CD of the years. Users will put the CD on the record player, which can play a piece of exclusive music to commemorate the one-year period of hand in hand, and can also be engraved on the gramophone at an additional price.

STEP3：KOL推广种草+用户UGC共创，延续品牌声量引流电商平台
STEP3: KOL promotion grass + user UGC co-creation, continuation of brand sound volume diversion of e-commerce platforms

小红书、微博艺术类、时尚类、生活方式类KOL借势双十一节点进行好物种草，精准邀请目标TA签订契约
Xiaohongshu, microblogging art, fashion, lifestyle KOL take advantage of the double eleven node for good species grass, accurate invitation to the target TA contract

引流电商平台，为双十一活动助力
Diversion of e-commerce platforms to fuel the Double 11 campaign