From Traffic Competition to Market Conversion: Optimization

Strategies for New Media Marketing Operations - The Perfect Diary

as an Example

Yushan Song

Digital Media Art, Jiangxi Institute of Fashion, 330201 Jiangxi, China

Keywords: Flux, Marketing Operations, Market.

Abstract: In the era of booming new media, marketing operations face the key challenge of moving from acquiring

traffic to realizing market conversion. This thesis takes the beauty brand Perfect Diary as an example to deeply

analyze its practice in new media marketing operations. Firstly, it elaborates on the fierce competition of

traffic in the current new media environment and the importance of market transformation for enterprises.

Then it analyzed the marketing strategy of Perfect Diary on the new media platform in detail, including the

use of social media to create explosive, cross-border cooperation, word-of-mouth communication by Key

Opinion Leaders and Key Opinion Consumers, and other diversified means to attract traffic. Future research

should focus more on strengthening the collection, analysis, and application of user data, to gain a deeper

understanding of the user's needs, interests, and behavioral habits, and to achieve accurate user profiling and

personalized content recommendations, to improve the relevance and effectiveness of marketing activities.

1 INTRODUCTION

Social media platforms such as WeChat, Weibo,

Jieyin, and Xiaohongshu have a huge user base and

have become an important battleground for brand

marketing. Brands can expand their reach by posting

interesting and valuable content that attracts users'

attention and sharing.

Social media platforms allow for precise user

targeting based on their interests, age, geography, and

other information, and brands can target specific user

groups for marketing. For example, beauty brands

targeting young female users can be accurately

promoted on Xiaohongshu. The formation of social

circles also provides new opportunities for brand

marketing. Users form various circles of interest on

social media, and brands can make precise circle

marketing by penetrating these circles.

“How to optimize the brand's market performance

through the effective operation of new media

platforms, and ultimately achieve the goal from

traffic acquisition to user conversion?” Start by

clearly defining the brand's unique values,

personality, style, and points of difference from

competitors. Brands need to identify a brand

positioning that resonates with their target audience

based on the characteristics of their products or

services to make targeted communications on new

media platforms. Secondly, through market research,

data analysis, and other ways to understand the target

audience's age, gender, interests, consumption habits,

demand pain points, and other information.

This study focuses on using Perfect Diary as a

typical case to deeply analyze the new media

marketing operation strategy used in the process from

traffic competition to market conversion. This study

is very meaningful to analyze the success path of

Perfect Diary in detail and explore the replicable and

scalable optimization strategies and practical

experience. To provide a bright light for other

enterprises in this vast and challenging field of new

media marketing, illuminating their way from the

competition for traffic to the success of market

transformation, thus helping enterprises to build up a

sustainable competitive advantage in the new

business environment, and to adapt to and lead the

trend of the new media marketing era.

2 LITERATURE REVIEW

In “Palm Bridge Research”, author Cao Kaining

studies the content marketing strategy of beauty

brands in the social media era - taking Perfect Diary

Song, Y.

From Trafﬁc Competition to Market Conversion: Optimization Strategies for New Media Marketing Operations - The Perfect Diary as an Example.

DOI: 10.5220/0014053400004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 39-44

ISBN: 978-989-758-791-7

as an example. With the advent of the social media

era, content marketing plays an increasingly

important role. In the past, beauty brands'

understanding of content marketing was more about

placing a large number of content marketing

advertisements on social media platforms to gain

consumers' favor in the short term through

promotions and achieve the purpose of sales growth.

The new scale of traffic dividend no longer emerges

beauty brands rely on a large number of marketing

expenses, and it is difficult to achieve long-term

development. In this realistic industry background,

“how to realize the quality and effectiveness of

content marketing” has been an increasing concern

by beauty brands and is also a real problem worthy of

marketing management research. Including content

production and dissemination, it is concluded that: the

development of social media for the perfect diary

beauty brand brings new opportunities and

challenges, perfect diary beauty brand content

marketing media layout presents multi-channel,

excellent cross-border, full coverage characteristics,

that is, realize the short video-based, grasp the

attention of consumers; multi-platform placement,

accurate reach the target consumers, triggering

consumer resonance. Evaluate its marketing

performance to get quality content widely noticed;

diversified dissemination to fully reach; content

marketing to guide co-creation. However, not much

has been covered in terms of offline sales, and this

paper will add to the research in terms of offline

activities (Liang, 2022).

The authors, Chen Qianting and He Lian have

studied the analysis of the private precision marketing

of beauty products and its realization path - taking

“Perfect Diary” as an example in China Business

Journal. With the development of the Internet and big

data, enterprise management and development has

entered the marketing 4.0 stage, and the current

marketing model has been transformed, transformed

into a consumer-centered private marketing

approach, paying more attention to listening to the

real voice of consumers to complete the brand

upgrade and transformation. Perfect Diary is the

leader in private flow operation, in just a few years,

through the continuous upgrading and transformation

and use of private marketing methods, frequently

seized the first place on Tmall makeup list, for the

perfect Diary's operation methods for research and

analysis and experience, hope to provide more

different enterprises with new marketing and

operation ideas. However, the operational aspects of

the content of the research are not comprehensive,

this paper will go from the cooperation with Netflix

and so on to supplement the existing research gaps

(Chen and He, 2023).

3 SYNTHESIS OF CASE STUDIES

The first is platform selection and audience

positioning. Platforms Perfect Diary chose new media

platforms such as Jittery Voice and Xiaohongshu as

the main promotion channels (Liang, 2022). These

platforms have a large young user base, which is

highly compatible with Perfect Diary's target

audience. Secondly, audience positioning: Perfect

Diary is mainly positioned for young women,

especially college students, and women who have just

entered the workplace. These users have high interest

and demand for beauty products are easily influenced

by social media and are willing to try new beauty

products. Then there's the KOL collaboration strategy.

with a pyramid placement structure. First the head.

Perfect Diary does a small number of collaborations

with celebrities and well-known Key Opinion

Leaders. The strong influence and fan base of these

head KOLs can build momentum and endorse trust in

the product. And then the midriff. After the head KOL

promotion, Perfect Diary will work with a certain

number of mid-waist KOLs. These KOLs are larger in

number and have a more precise fan base, which can

spread the product information more widely to the

target audience. They post various forms of seed notes

that show the features and benefits of the product from

multiple perspectives. Finally, there is primary

vegetarian participation. Perfect Diary will encourage

a large number of junior vegans to participate in

planting. Their sharing is closer to the perspective of

ordinary consumers, and can create a Everyone is

using the atmosphere, triggering the user to follow the

trend of psychology (Huang, 2022). There are grass

content creation and dissemination, diversified forms

of content, first of all, graphic notes. On Little Red

Book, Perfect Diary's content is mainly based on

graphic notes. Will carefully take pictures of the

product to show the product's appearance, texture,

color, and other details, with detailed text descriptions

of the product's use, efficacy, and personal experience.

Then it will be on Jitterbug, with short videos as the

main form of communication. It will show the process

of using the product, makeup tutorials, etc. through

short videos, and add interesting elements in the video,

such as music, special effects, funny episodes, etc., to

attract the attention of users. Finally, online public

domain traffic acquisition, in addition to product

promotion in cooperation with KOLs on platforms

such as Jittery, Xiaohongshu, etc., Perfect Diary has

APMM 2025 - International Conference on Applied Psychology and Marketing Management

also set up an official account on Weibo, WeChat

public number and other platforms to publish

interesting and useful content to attract the attention of

users. It also sells its products on its own e-commerce

platform and cooperative e-commerce platforms and

improves the user's purchasing experience by

optimizing the product pages and providing excellent

customer service. At the same time, the big data

analysis function of the e-commerce platform is used

to understand the user's needs and purchasing

behavior, which provides the basis for accurate

marketing. Also, experience events offline to drive

traffic. Perfect Diary actively opens offline stores to

provide consumers with product experience and

purchase channels. The design of offline stores

focuses on user experience by creating a comfortable

and stylish shopping environment so that consumers

can better understand and experience the products.

Perfect Diary will participate in all kinds of beauty

exhibitions to show the brand's products and image

and communicate with professionals and consumers

in the industry (Sun, 2021). At the exhibitions, Perfect

Diary will set up an interactive experience area, so that

consumers can try the products themselves, and

improve consumers' knowledge and goodwill towards

the products.

4 CROSS-PLATFORM

COLLABORATION AND

MATRIX PROMOTION

STRATEGY

Perfect Diary will utilize multiple new media

platforms in a way that creates a strong brand voice.

The first is the Jitterbug video promotion, where

Perfect Diary posts a variety of creative video content

on the Jitterbug platform. They will build momentum

with challenges, launching a variety of fun challenges

such as the “Perfect Diary Makeup Challenge” to

encourage users to participate and create Perfect Diary

products. Users uploaded their makeup videos to

participate in the challenge, which on the one hand

increased the brand's exposure and on the other hand

allowed users to develop a stronger sense of

identification with the brand during the interaction. It

will also be associated with the fact that these

celebrities on Jitterbug usually have a large fan base

and high influence, which can quickly promote the

brand to a larger number of potential users. Little Red

Book will utilize seed notes to share real experiences

and is known for sharing real shopping experiences

and lifestyles. Perfect Diary makes full use of this

feature and invites many beauty enthusiasts and

bloggers to post their real product experiences and

weed notes on Xiaohongshu, so that users can have a

more comprehensive understanding of the products.

And will also carry out product reviews and

comparisons of this more objective way of evaluation

so that users can better judge the cost-effectiveness

and suitability of the product, but also increase the

credibility of the brand. Then again, it will be doing

Little Red Book's trending topic guide and launching

related product promotion content. Secondly, it will

also realize brand promotion diversification and

precise positioning of different user groups to try and

evaluate the products by inviting different levels of

people to try and evaluate the products of Perfect

Diary (Wu and Zhang, 2021). Daredevil will post a

detailed review report after the trial, including the

product's appearance, texture, usage feeling, and

effect. The content of these reviews can provide users

with objective references and help them better

understand the products. In collaboration with Darren

for creative content creation, such as beauty tutorials,

product pairing recommendations, and fashionable

outfits. These contents can not only show the diversity

and practicality of the products but also meet the

interest needs of different user groups and attract more

users' attention. Finally, we will select the Darlings

who match the characteristics of different user groups

to cooperate. Personalized promotional content,

customized for different user groups (Jiang, 2024).

5 CASE STUDY

5.1 Precise Positioning and User

Insights

Perfect Diary will use big data analytics to collect and

analyze data from various channels, including social

media platforms, e-commerce platforms, and offline

stores. Through the analysis of the user's browsing

records, purchasing behavior, search keywords, and

other data, in-depth understanding of the user's needs,

interests, and consumption habits. And then

pinpointing target users. Perfect Diary will target

users mainly young women, especially college

students and women just entering the workforce.

These users have a high interest in and demand for

beauty products, focus on value for money and

fashion and are also easily influenced by social

media. Based on the analysis of user data, Perfect

Diary can push personalized content for different user

groups (Chen, 2021).

From Trafﬁc Competition to Market Conversion: Optimization Strategies for New Media Marketing Operations - The Perfect Diary as an

Example

5.2 Content Marketing Diversity and

User Experience

First from the short video side. The short videos

posted by Perfect Diary on platforms like Shakeology

are usually highly creative. With beautiful graphics,

dynamic music, and smooth editing, these short

videos quickly catch users' eyes. In the short video,

Perfect Diary skillfully displays the appearance,

texture, and usage effect of the product, so that users

can visualize the advantages of the product. Again,

from the review notes, share the real experience.

Perfect Diary invites beauty bloggers and regular

users to post review notes on platforms like Little Red

Book. These notes describe in detail how the product

feels in terms of coverage, longevity, and comfort.

Product comparisons are often made in review notes,

comparing Perfect Diary products to similar products

from other brands. Through objective analysis, users

can better understand the cost-effectiveness and

advantages of Perfect Diary products. The final notes

will show the details of the product, such as package

design, ingredient descriptions, and so on. Users can

understand the quality and characteristics of the

product through these details (Tang, 2022).

In real-time interaction during live broadcasts, the

anchor interacts with the user in real-time, answering

the user's questions and addressing the user's

concerns. This type of interaction allows users to feel

the brand's attention and importance and enhances the

user's sense of participation. It will be on the air; the

anchor will be on the air to try the product himself and

show the effect of the use of the product. Users can

visualize the performance of the products on different

skin tones and textures through the live broadcast, and

better judge whether the products are suitable for

them. And offers will be given out during the live

broadcast, and various deals will be offered, such as

limited time discounts and giveaways. These offers

entice users to buy the product and also increase their

enthusiasm to participate.

Perfect Diary has created a young, fashionable,

and professional brand image through carefully

planned content formats. This branding can attract the

attention of more target users and increase brand

awareness.

5.3 Traffic to Conversion Path

Optimization

Perfect Diary is actively laying out on major social

media platforms, such as Jieyin, Xiaohongshu, and

Weibo. By cooperating with beauty bloggers and

online celebrities, we publish beautiful product

pictures, usage tutorials, and real user reviews to

attract the attention of a large number of users. Invite

celebrities as brand spokespersons and utilize their

influence and fan base to attract more users' attention.

It will also advertise on e-commerce platforms and

participate in promotional activities to increase brand

exposure. In the content on social media platforms

and e-commerce platforms, cleverly insert links or

QR codes that direct users to the brand's official

channels. In the use of promotions to attract launching

various offers such as limited time discounts, full

discount offers, giveaways, etc. to attract users to the

brand's official channels. For example, on e-

commerce platforms, Perfect Diary often offers buy-

one-get-one-free or second half-price deals to attract

users to buy products. And it will also foster

stickiness. Perfect Diary focuses on the quality and

innovation of its products, constantly introducing

new products that meet the needs of users. At the

same time, we provide high-quality customer service,

such as fast logistics and distribution, attentive after-

sales service, etc., to improve user satisfaction and

loyalty, and promote purchase decisions. In the

brand's official channels, such as the official website,

e-commerce platform stores, etc., we show the

features and advantages of the products through

beautiful product pictures, detailed product

descriptions, user evaluations, etc., and help the users

to make a purchase decision. It also provides users

with personalized product recommendations based on

data such as their browsing history, purchase history,

and personal information (Fu and Zheng, 2022).

The success story of Perfect Diary fully

demonstrates the importance of integrated

communication on new media platforms. In today's

digital era, where consumers' attention is dispersed

across multiple platforms, brands need to maximize

the effectiveness of brand communication through

cross-platform cooperation and collaboration (Ijomah

et al., 2024).

Different new media platforms have different user

groups and characteristics, and by integrating

multiple platforms brands can reach a wider audience

and increase brand awareness and exposure.

Integrated communication ensures that the brand

presents a consistent image and values across

different platforms. Whether in video content,

graphic notes, or live broadcasts, Perfect Diary

always emphasizes its brand positioning of being

young, fashionable, and high-quality so that

consumers have a clear and unified perception of the

brand. To improve the efficiency of dissemination,

APMM 2025 - International Conference on Applied Psychology and Marketing Management

cross-platform cooperation and collaboration can

realize resource sharing complement each other's

advantages and improve the efficiency of

dissemination. And it's also important to experience

marketing and user engagement. The success story of

Perfect Diary fully demonstrates the importance of

integrated communication on new media platforms.

In today's digital era, where consumers' attention is

dispersed across multiple platforms, brands need to

maximize the effectiveness of brand communication

through cross-platform cooperation and collaboration

(Sun et al., 2022). Different new media platforms

have different user groups and characteristics. By

integrating multiple platforms, brands can reach a

wider audience and increase brand awareness and

exposure. In video content, graphic notes, or live

broadcasts, Perfect Diary always emphasizes its

brand positioning of being young, fashionable, and

high-quality so that consumers have a clear and

unified perception of the brand. And cross-platform

cooperation and collaboration can realize resource

sharing and complementary advantages and improve

communication efficiency.

Perfect Diary's KOL marketing case provides a

successful example for brands to “grow grass”, as

well as a reference for evaluating the effectiveness of

KOL marketing and optimizing the strategy.

The metrics for evaluating the effectiveness of

marketing are, first and foremost, exposure and

attention. Whether the brand's exposure and attention

on social media is increased through KOL promotion.

This can be evaluated by counting the number of

reads, likes, comments, and other metrics of the

content posted by the KOL. Then there's the sales

conversion rate: whether KOL marketing has resulted

in actual sales conversions. It can be evaluated by

analyzing the sales data of the e-commerce platform,

the purchasing behavior of users, and other indicators.

Whether the user's feedback and word-of-mouth

about the brand is positive. This can be assessed by

collecting user reviews, sunshine, and shares

(Mahoney and Tang, 2024).

6 CONCLUSION

Through the analysis of Perfect Diary, Perfect Diary

is a brand promotion through new media channels,

using a pyramid placement structure, combined with

graphic notes, short videos, topic marketing and other

forms of content, to achieve a wide range of product

“seeding”. At the same time, Perfect Diary actively

integrates online social platforms and offline

experiential activities to form a “public domain +

private domain” closed loop of traffic, which

successfully transforms the traffic into loyal users of

the brand.

The result of this study is that Xiaohongshu, an

emerging and highly compatible platform with the

target audience, is used as a key operation channel,

and according to the characteristics of Xiaohongshu

users who love to share and pursue a quality life, a

marketing strategy that meets the platform's tone is

formulated, and through a large number of KOLs and

KOC seeding notes, it has successfully attracted the

attention of the target consumer group, and has

accumulated initial traffic and word of mouth for the

brand. Thus, it further concludes its research that in

terms of content creation, Perfect Diary focuses on

practical content such as product trial sharing and

evaluation to satisfy consumers' information needs in

the process of purchasing decisions, which improves

the attractiveness and credibility of the content. At the

same time, it is good at creating explosive products,

which triggered a fervor of consumers to follow the

trend of purchasing, and realize the transformation

from traffic aggregation to sales outbreak; this study

provides a lot of valuable reference significance for

future research in this direction, which mainly

influences the market positioning of China's new

fashionable beauty brands, and conveys a brand

image of young, fashionable, high quality, and cost-

effective through product design, packaging, and

publicity, which is compatible with the values of

target consumers, and has won consumers'

recognition and emotional resonance. The values of

the target consumers match and win the consumer's

sense of identity and emotional resonance. Future

research should focus more on strengthening the

collection, analysis, and application of user data, to

gain a deeper understanding of the user's needs,

interests and behavioral habits, and to achieve

accurate user profiling and personalized content

recommendation, to improve the relevance and

effectiveness of marketing activities.

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