Case Study / Digital Communication

Designing a Gen Z Beauty Launch Strategy for Flower Knows

A UK communication plan introducing Flower Knows through dreamy aesthetics, social participation, and youth-oriented beauty culture.

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My role

Audience definition, platform planning, influencer strategy, UGC design, and KPI setting

Audience / Market Focus

Gen Z and Millennial women aged 18-30 in the UK, with strong social media habits and an appetite for playful, affordable beauty

Skills Demonstrated

Digital StrategyUGC PlanningInfluencer Marketing

Cover slide from the original Flower Knows communication plan

Cover slide from the original plan, introducing Flower Knows through a dreamy and playful visual language.

Context / Brief

Flower Knows Communication Plan

This project focuses on introducing Flower Knows to the UK market as a youthful and whimsical Chinese makeup brand. The plan uses dreamy aesthetics, affordability, and social participation to appeal to young consumers who are highly active online.

Objective

To build awareness, social engagement, and sales through a communication strategy tailored to Gen Z and Millennial consumers in the UK.

Plan Scope

Core strategy, key message, communication channels, influencer and UGC activity, budget allocation, and evaluation metrics.

Process

From playful identity to participation strategy.

The plan moved from brand character and audience fit into platform choices, creator collaborations, and measurable participation goals.

Step 01

Defined the target market as young women aged 18-30 drawn to affordability, novelty design, and social sharing.

Step 02

Built the strategy around the brand's dreamy, youthful style and the tagline “Dreamy Makeup for Your Inner Child”.

Step 03

Mapped the campaign across TikTok, Instagram, KOL collaborations, UGC, and e-commerce support.

“Dreamy Makeup for Your Inner Child.”

The central message framed Flower Knows as playful, visually appealing, and emotionally relatable. Instead of luxury positioning, the plan focused on imagination, affordability, and shareable beauty expression.

Communication goals and key messages slide from the Flower Knows plan

Original slide showing the communication goals, tagline, and the visual references used to shape the campaign mood.

Channel Mix

A social-first launch system.

The communication plan brought together short-form content, influencer trust-building, user participation, and e-commerce visibility rather than relying on one platform alone.

Communication channels and tools slide from the Flower Knows plan showing social media, KOL collaborations, e-commerce platforms, and UGC

Channel framework from the original project, combining TikTok and Instagram content, KOL collaborations, e-commerce partnerships, and branded UGC.

Budget / Evaluation

A communication plan with measurable growth goals.

The project paired the creative idea with channel budgets and success metrics for awareness, UGC, influencer ROI, sales, and engagement.

Outcome / Learning

This project strengthened my ability to turn a playful brand identity into a structured communication system with budget, creators, commerce, and KPI logic.

Budget Split

The plan allocated £100,000 across social media advertising (50%), KOL collaborations (30%), UGC campaigns (10%), and e-commerce promotions (10%).

Awareness / Participation KPIs

Targets included 7 million impressions, a 3% click-through rate, 1,000 UGC posts, and 1 million total interactions over three months.

Sales / ROI KPIs

The campaign aimed for a 25% increase in UK search volume, 20% e-commerce sales growth, and a 10% uplift in website visits driven by influencer content.

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