Spec Project · Independent Strategic Concept

Plum — still your best friend, just bigger.

A brand & content strategy for scaling India's first 100% vegan, cruelty-free beauty brand without losing the intimacy that built it.

Content Strategy · Social Media · Brand · Performance

Brand Overview

Clean. Real. Good.

Plum is India's first 100% vegan, cruelty-free beauty brand — positioned as the "caring friend" of clean beauty. Recently acquired by Unilever, the brand is entering a new phase of scale, right as the market's competitive lines are sharpening.

Positioning: "Clean. Real. Good." Audience: 18–35, ingredient-conscious Recent shift: Acquired by Unilever

What's already working

Strong education-led content — ingredient transparency, dermatologist-led Instagram Lives
#PlumGoodness UGC hashtag drives real community participation
Smart category expansion — PHY (men's grooming), BodyLovin' range
38+ active influencer partnerships across creator tiers

The Opportunity

Bigger budgets often produce blander content.

Functional, not distinctive

Content is competent but safe — lots of ingredient education, less of a sharp emotional point of view.

Crowded positioning

Minimalist owns "ingredient nerd," Mamaearth owns "loud personality." Plum's lane is undefined.

Scale without soul

Post-acquisition, the real risk is losing intimacy exactly when the brand needs it most.

Strategy

"Still your best friend, just bigger."

Prove Plum can scale without losing intimacy — content that feels like it's from a person, not a portfolio brand.

Pillar 01

Ingredient Honesty

Sharper myth-vs-fact formats — punchy, not lecture-y.

Pillar 02

Real Skin, Real People

UGC curated for emotional resonance, not just mentions.

Pillar 03

Clean Beauty Culture

Plum as a voice in why clean beauty matters for Indian climate & lifestyle.

Content Showcase

Sample posts, mapped to pillars.

Ingredient Honesty

"Your serum has 12 ingredients. We're breaking down all 12."

No more guessing what's in the bottle. Clean isn't a buzzword — it's a label you can actually read.

Real Skin, Real People

60 days. No filters.

Just real skin, doing what skin actually does. This is what consistent care looks like.

Clean Beauty Culture

"Delhi humidity doesn't care what your K-beauty routine says."

Here's what actually works when the weather's fighting back.

Hero Campaign

"Growing Up, Not Growing Apart"

A 4-post series marking the Unilever acquisition — told entirely from the community's point of view.

Launch (Static)

"Some friendships just... grow. This one's about to get a lot bigger."

Community Voices (Carousel)

"She's been with us since college." Building the emotional case first.

Behind the Scenes (Reel)

"New backing. Same people replying to your 2am skincare questions."

The Payoff (Static)

"Bigger shelves. Same honesty. Still Clean. Real. Good."

Performance Marketing Layer

Funnel Stage	Pillar	Objective	Format
Top (Awareness)	Clean Beauty Culture	Reach, brand affinity	Boosted reels, broad interest targeting
Middle (Consideration)	Real Skin, Real People	Engagement, trust	Carousel + UGC ads, retargeting
Bottom (Conversion)	Ingredient Honesty	Purchase intent	Product ads, cart-abandoner retargeting

BUDGET ALLOCATION (₹5L/MO)

50% — Bottom funnel (conversion/retargeting)
30% — Middle funnel (consideration/UGC)
20% — Top funnel (awareness/reach)

KEY PERFORMANCE INDICATORS

Top: CPM, reach, video completion rate
Middle: CTR, engagement rate, cost-per-engagement
Bottom: CPA, ROAS (target 3–4x)

Hypothetical Results

Illustrative targets, not actual campaign data — modeled on category benchmarks.

3.2xTARGET ROAS

4.1%ENGAGEMENT RATE

₹285TARGET CPA

38%UGC SHARE OF CONTENT