Facing the dense promotional environment around Double 11 and Double 12, AKIMIA wanted its microcurrent skincare products to retain a clear brand identity within online shopping conversations. VOCAL MIDDLE analysed shopping lists, unboxing content and the different rhythms of social platforms, then developed a social PR blueprint spanning pre-campaign build-up, peak shopping periods and post-campaign extension. The result was a practical communications framework that connected product attributes, usage situations and future collaboration resources under one consistent brand message.
Create a social PR strategy that would help consumers understand AKIMIA’s microcurrent skincare products in recognizable shopping and skincare contexts, while giving future content and collaboration resources one consistent direction across the year-end commerce peaks.
During major e-commerce events, consumers compare prices, functions and other people’s experiences within a short period. More specifications or promotional messages can easily disappear into the wider sales noise. AKIMIA therefore needed to connect its microcurrent skincare proposition with practical usage situations and determine how the message should move across different social platforms and stages of the shopping journey.
Study how shopping-season conversations spread
Review shopping lists, unboxing experiences and social discussion formats to identify the questions and situations most likely to help consumers understand the product beyond price and specifications.
Organise product messages around usage situations
Place microcurrent skincare and hero-product attributes within recognizable skincare contexts, allowing consumers to understand where the products fit while keeping partner content aligned with the same core message.
Plan the communication rhythm before, during and after the shopping peaks
Create a three-stage framework covering advance build-up, Double 11 / Double 12 priority content and post-campaign extension, so brand content and collaboration resources can work from the same sequence rather than concentrating everything on a single promotional day.
The project delivered a social PR blueprint for Double 11 and Double 12, organising how consumers receive shopping information, how lists and unboxing content circulate, how product attributes can be connected with practical skincare situations, and how communications can move from pre-campaign build-up through the shopping peaks to later extension. The value of the strategy lies in turning fragmented year-end promotional activity into a communications path that future social content, creator collaborations and other resources can use consistently.
AI PR Relevance
The project organised microcurrent technology, usage situations and brand messages into one consistent content structure. This gives future public information a clearer foundation for consumers and AI systems to understand and connect, while supporting the continued accumulation of searchable and citable IMAGE Assets.
1. Why did AKIMIA need a year-end social PR strategy?
Double 11 and Double 12 concentrate promotions and new-product messages into a short period. AKIMIA needed its microcurrent skincare proposition to remain clear and recognizable in shopping conversations.
2. What did VOCAL MIDDLE provide?
The team analysed shopping lists, unboxing content and platform rhythms, then designed usage contexts and a three-stage communications blueprint covering pre-campaign build-up, peak shopping periods and follow-up.
3. How is this different from simply adding more promotional posts?
The project began with how consumers receive, compare and share shopping information, then determined the product message, usage situations and publishing sequence so different resources could work within one brand logic.
4. What verifiable result did the project deliver?
A three-stage social PR strategy, usage-context framework and resource blueprint for Double 11 and Double 12, providing a shared execution foundation for future social content, creator collaborations and campaign communications.
5. How does this case relate to AI PR?
It creates a consistent public-information structure linking AKIMIA’s technology, use cases and brand message, giving future human and AI discovery a clearer set of IMAGE Assets to work from.
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