Bubs 市场部实习（澳洲婴童营养品牌）Bubs Marketing Internship (Australian Infant & Child Nutrition Brand)
从品牌内容，到用户决策From brand content to consumer decisions
协同 Agency 推进小红书官号与达人内容，从人群洞察、内容审核到投放复盘，将品牌表达与用户决策链路连接起来。Worked with an agency on Xiaohongshu brand and creator content, connecting audience insights, content review and campaign analysis with the consumer decision journey.
- 认知Awareness
- 比较Comparison
- 决策Decision
人群洞察 → 传播主线 → 分层内容与投流Audience insights → Communication direction → Layered content and paid distribution
- 我的职责My responsibilities
- 品牌侧内容审核、达人项目跟进与投放复盘Brand-side content review, creator campaign coordination and performance analysis
品牌内容与物料审核Brand content & asset review
把品牌表达落实到每一次内容审核。Bringing brand consistency into each content review.
负责小红书官号月度选题、排期及图文 / 视频审核，协同 Agency 推进内容上线。从品牌调性、产品卖点、信息层级和画面表现四个维度提出修改意见，确保表达与品牌定位一致。Managed monthly topics, scheduling and post / video reviews for the Xiaohongshu brand account, working with an agency to publish content. Reviewed brand tone, product selling points, information hierarchy and visual execution to keep communication aligned with brand positioning.
5篇图文image-and-text posts
1篇科普视频educational video
- 品牌调性Brand tone
- 产品卖点Selling points
- 信息层级Information hierarchy
- 画面表现Visual execution
达人营销与效果复盘Creator marketing & performance review
从人群洞察出发，把审核前置到大纲。Start with audience insights and review the outline first.
同 Agency 推进小红书入淘项目，负责达人筛选、品牌侧内容审核与排期跟进。基于人群洞察锁定核心目标人群并提炼传播主线，围绕认知—比较—决策链路分层配置达人内容及投流策略。Coordinated a Xiaohongshu-to-Taobao campaign with the agency, covering creator selection, brand-side content review and scheduling. Used audience insights to identify the core audience and communication direction, then aligned creator content and paid distribution with awareness, comparison and decision.
- 科普产品化Overly product-led education
- 卖点堆叠Crowded selling points
- 体验证据不足Insufficient experiential evidence
大纲阶段的五项校验Five checks at the outline stage
将审核前置至大纲阶段，按五项校验，并建立分类型结构与内容标准。Moved review to the outline stage, applied five checks and established structures and standards by content type.
- 用户Audience
- 问题Problem
- 结构Structure
- 卖点Selling points
- 证据Evidence
官号投放优化Brand account campaign optimization
一种内容形式，承担一个清晰任务。One clear task for each content format.
复盘发现冷启动阶段自然曝光有限，部分首屏吸引力不足、单篇信息过载，内容 CTR 偏低。配合总部 Branding 活动，重构宣传片与图文的分工，并配置品牌认知、种草及品类意向人群投流。Campaign analysis found limited organic reach during the account's cold start, weak opening visuals, overloaded posts and low CTR. Alongside headquarters' branding campaign, restructured the roles of video and posts and targeted brand-awareness, product-interest and category-intent audiences.
- 长片Full film
- 讲完整品牌Tell the full brand story
- 切片Video cuts
- 讲单一卖点Focus on one selling point
- 图文Image-and-text posts
- 讲品质流程Explain the quality process
内容规范建设Content standards
让专业信息成为日常审核的依据。Ground everyday review in product information.
针对婴幼儿奶粉内容的专业性及合规要求，搭建产品文献库、内容审核 SOP 和全线产品选购指南，支持产品卖点提炼与日常内容审核。Built a product reference library, content review SOP and buying guide for the full product range to support selling-point development and everyday review of infant formula content, with its technical and compliance requirements.
- 产品文献库Product reference library
- 内容审核 SOPContent review SOP
- 全线产品选购指南Full-range product buying guide
