A Study on Brand Public Welfare Marketing Strategies in the Context of New Media: A Case Study of Pereira

Public welfare marketing is an effective method for brands to improve their reputation and credibility. With the development of the Internet and social platforms, public welfare marketing needs new strategies to better play its role. This article summarizes the effective strategies for brand public welfare marketing in the context of new media by analyzing the public welfare marketing projects of the Perleya brand since 2021. Research has found that brand public welfare marketing needs to target the target audience, increase user engagement, and endow the brand with a certain image and spirit that meets consumer expectations through public welfare marketing. At the same time, public welfare marketing should strive to resonate emotionally with consumers, awaken the emotional factors of the audience, and also rely on the power of KOL and authoritative institutions to increase communication efforts and achieve the transfer of trust.