On this day when the two festivals overlap, marketing, copywriting, and operators are busy, but for such a day, there are not many reference cases. How to make creativity, let’s take a look at the author’s summary of several directions, hoping to inspire you.

What kind of sparks will arise when the Mid-Autumn Festival hits Teacher's Day? On this day when the two festivals overlap, marketing, copywriting, and operators are busy, but for such a day, there are not many reference cases. How to make creativity, let’s take a look at the author’s summary of several directions, hoping to inspire you.

The new five-minute topic marketing is here again. Let’s talk to you about how to do topic marketing when Mid-Autumn Festival and Teachers’ Day are colliding together. We will do it from three aspects.

The first is the topic copywriting, the second is the video plot, and the third is the product and brand experience.

VOL.1 Double festivals, vacations

The words that can be associated with are: Mid-Autumn Festival, teacher, and happiness.

copywriting can be written as "Two festivals, three days of holidays, distance is longing and regret" (social video software), "Three people, there must be my teacher, and there must be the moon" (educational product).

or "No Mercedes-Benz" (Mercedes-Benz) in a multi-meaning way, "Mid-Autumn Festival, "Flowers" are full of moon" (Anal Thailand).

or "The moon is full, don't empty the cup, one cup to the teacher, one cup to the Mid-Autumn Festival" ( Jiang Xiaobai ), "No need for the teacher to talk about the X-axis and Y-axis, the moon tonight must be at point P! 》 (Educational Product)

video plot can be learned from: Fangtai "Guangming Village", a small village that uses children's laughter to generate electricity. It uses the real incident of the principal paying for left-behind children out of his own pocket as the narrative content, adding some fairy tale fun to the reality. At the end of the video, the children's laughter broke through the limit of power generation, and a huge moon slowly rose, illuminating the entire village, consistent with the theme of Mid-Autumn Festival.

product experience activity can be designed as: the restaurant sets up an activity of "confession to relatives". Just wait for customers who come to eat to express what they want to say to their family in front of the camera, and you can get a 10% discount. If the customer is a teacher, you can enjoy a double discount, that is, a 20% discount.

VOL.2 The words that can be associated with moon, teacher,

are: occupation, Chang'e , Changong , and roe the oak.

copywriting can be written like this, "The moon will draw big cakes for you, but the teacher will not" (instant noodles, pastry shop), "The moonlight shines on it is hometown; what the teacher teaches is dream" (educational products).

or "Mid-Autumn Festival runs into Teacher's Day, isn't it a good sign for the toad palace to win the oak! 》 (educational product), "All overtime work that prevents Mid-Autumn Festival reunion is a hooligan" ( Coca-Cola ).

"It's a long goose, not Chang'e" ( Tencent )

can also be "The moon is far away, we are very close to you when we see the moon" ( Mengniu ), "The moon is in a good mood, otherwise how could it bubble in my cup" ( McDonald's ).

plot content can be designed as: men and women are escaping wildly, with a huge full moon in the background. When the shadows are about to catch them, drink drinks to speed up until they go home and close the door and completely isolate the shadows. The shadow stood outside the door, and the words on his body gradually emerged - working overtime.

can also be used to learn from Jin Peng's "Silhouette of Time". In the life of a 68-year-old teacher, students who have taught at all stages gathered together to tell the stories between teachers and students. You are involved in other people's lives, and so are others. The fragments of experiences of students from different classes are cut together, which is the life of an old teacher.

activity can be designed as: the mall launches an event "Moon Remember", a picture printer, which allows customers to specifically print every detail of themselves and their relatives and friends, but also project the photos directly on.

or initiate the topic #Light up my candle, share a teacher who has memorized the most and a warm story. The most popular one will get a gift box for the reunion of peach and plums.

VOL.3 Reunion, giving

The words that can be associated are: reunion, regret, dedication.

copywriting can be written as "What can be sent is a gift, what can not be sent is a sorrow of parting" (express delivery, logistics), "The start of school is the reunion of teachers and students, and today I have to let the teacher go home to reunite" (educational products).

or "Press anal Thai and send Xiao Ahemorrhoids to another world to reunite", "What gets faster is the speed of going home, and what remains unchanged is the temperature of going home" ( Volkswagen ).

plot content can be designed as: a little boy received a box of ham mooncakes on the Mid-Autumn Festival, and found that every time he ate a mooncake, he could realize his wish.

He wants toy car . Toy dogs are actually for a companionship. The last ham mooncake, he made a wish to spend the Mid-Autumn Festival with his parents. The moment he finished his wish, the door of the house suddenly opened.

product experience is: Start the topic #XX I miss you! There are always some people with special identities who cannot reunite with their families even on the Mid-Autumn Festival and share their thoughts about them. The most popular ones can get a reunion gift package with a plane ticket to find the other party.

VOL.4 Class

conjunctions include: skipping classes, going home, and education.

copy can be written as, "The physical education teacher takes leave, everyone goes home to eat mooncakes in the next class" (pastry shop), "The classroom is the beginning of cognition, and reunion is the end of longing" (educational product).

or "Cherish today, the teacher's skipping class reunion" (cultural tourism), another lake has also borrowed the historical accumulation of the Forbidden City to write a copy, "The Forbidden City is not a teacher, but has a lot of answers" (hand-drawn drawing of the Forbidden City).

video content can be designed as: the teacher sets up levels on campus to prevent students from skipping classes, but at the last level, the student directly stuffs moon cakes into the teacher's mouth and ties the teacher to skip classes. The final reason was revealed. The students learned that the teacher's home was too far away to reunite with their relatives, so they wanted to tie the teacher home to celebrate the Mid-Autumn Festival together.

product experience can be designed as: a restaurant initiates a mini program game and answers questions on the mini program. The questions are types of subjects in junior and senior high school, and corresponding discounts are obtained based on the correct answer score. Teachers can directly get the best discount with their special identities.

VOL.5 Education, Harvest

The conjunctions are: exercises, mooncakes, gains and losses.

copywriting can be written, "The best education is to light up the soul and let life bloom" (fireworks), "Three hours and nine minutes after eating mooncakes, I start to miss you again. But this time, I didn't pick up the homework (education software)

or "The Five Rens" must be single" ( Zhenai.com ), "Can't calculate the volume of the mooncake, but can calculate the cycle of missing you" (educational product).

plot can be learned from vivo × CCTV's "Letter to Home on Earth" is the peace that the earth rewards to "spapers in space", and it is also full of everyone's expectations for early reunion. "You have been away from home for three months, 93 days, 2232 hours. The blue planet you see should not have changed much, but every day at home is truly changing..." Under the child's strokes, from the elephant to the heavy rain in Henan, from the Olympics to every ordinary person, everyone is living hard.

product experience can be designed as: brand test questions activity, the brand is in each store, guiding consumers to participate in the activity, that is, browse the brand history in one minute on the mini program, and conduct questions and answers on ten related questions, and get discounts on brand products based on the correct answers.

VOL.6 The words that pray

can be associated are: perfection, happiness, and future.

copywriting can be written like this, "The moon is beautiful tonight, and I seduce me to the toad palace to win the osmanthus" (educational product), "The moon is full, and the cup is full" (Jiang Xiaobai), "The moon is the coin I tossed, and both sides are blessed" (coin chocolate).

or "Best Mid-autumn Wishes" (BMW), "The teacher will help us realize the wish to the moon tonight" (educational product), "Being far away, heart is at hand. Where the moonlight shines, it is reunion" ( HaiLan Home ).

plot activity can be learned from: Yili "Yiding has a play" theater. The three scenes of the theater are jointly built and elaborated on the story of "new family happiness". A young man who moved to Beijing was temporarily arranged on the night of the Mid-Autumn Festival and encountered a series of unlucky things; parents did everything they could to tutor their children's homework, but the children were unable to learn in the end; the young men and women who fell in love with each other showed their youthful and panic.Whether it is the humbleness of the workers, the real family scenes or the immature but brave feelings, they are true portrayals of life under conflict and the final answer to perfection.

product experience activity can be designed as: the store makes fifty customized Mid-Autumn lanterns , and spends a certain amount in the store, and the top 50 can get Mid-Autumn lanterns. After writing the wishes, they can be integrated into the candles of the lanterns. The wishes can be realized after burning them. You need to warm up the activities in advance.

VOL.7 Poetry, teacher classic quotes

Here it can be divided into two parts: poetry and teacher classic quotes.

Poems:

People have joys and sorrows, the moon has phases, and this is difficult to complete in ancient times. I hope that people will last forever and share the beauty of the moon with thousands of miles apart. ——Song · Su Shi " Water Melody Songtou "

The bright moon grows on the sea, and the world shares this time. —— Zhang Jiuling "Looking at the Moon and Loving People"

A pot of wine among the flowers, drinking alone without a blind date. He raised his glass to invite the bright moon and became three people. —— Li Bai "html Drinking Alone Under the Month of September 10"

Looking up at the bright moon and thinking of his hometown. ——Li Bai's " Quiet Night Thoughts "

hour without knowing the moon, and it is called a white jade plate. ——Li Bai's " Ancient Moon Walking "

The silkworm will not stop until it dies, and the candle will not stop drying when it turns into ashes. —— Li Shangyin " Untitled - It's hard to part when we meet and it's hard to get along with each other"

Good rain knows the season, and it happens when spring happens. Sneak into the night with the wind, moistening things silently. ——Du Fu " Spring Night Happy Rain "

Ancient scholars must have a teacher. A teacher is the one who preaches, teaches, and solves doubts. —— Han Yu " Master Talking about "

Peaches and plums do not speak, but they form their own paths.

Classic Quotes for Teacher:

Teacher said: In this physical education class, the teacher has something to do, so he changed to mathematics (English Chinese Physics...)

Teacher said: This is another point-givea question!

Teacher said: Let me ask my classmates to answer this question.

Teacher said: Now I grit my teeth and I’m tired. It's easy to go to college.

Teacher said: Are there anyone going to the toilet after class? Without me, it would take a few minutes to finish this question.

Teacher said: Our class has the biggest voice in the whole grade, and I can hear you quarrel in the principal's office.

Teacher said: A is wrong at first glance, B is even more impossible, C is wrong, you can only choose D.

Teacher said: You are the worst class I have ever taught! This question has been discussed many times, why are you still wrong?

VOL.8 Classic marketing case

1. Oupai: "Werewolf's Mid-Autumn Festival Troubles" series

Innovation points: Western culture, Chinese emotions. "On the full moon night, the werewolf transformed." The werewolf is a projection of the audience's self-emotion, wanting to keep their own uniqueness, but wanting others to accept it.

Part 1: In the video, the werewolf husband is an alien in the family, because of his special identity and tall figure who "hits a wall everywhere" look particularly lonely on the full moon night. After his wife tailored the full set of Oppein's home furnishings for her, the werewolf was no longer "out of place" and could finally spend the wonderful Mid-Autumn Festival with her family.

Part 2: The exaggerated collision between "Werewolf 2" in imagination and reality, the fierce collision between primitive caves and modern home products builds the backbone of the entire film. Just as the wolf father finally sighed from the bottom of his heart in the short film, "When two people live in this place, it is a hole; when you come back, it is like a home!"

Part 3: Oppei successfully explored the contradiction between the aesthetic conflict between parents and children, and keenly grasped the young people who are busy with work and had to ask their parents to help decorate the new house, but the pain points caused by the inconsistency of aesthetics caused by the trouble, which aroused strong resonance among the target consumers.

2. Walmart × Zhengzhou Song and Dance Troupe "Supermarket Wonderful Night"

Taking advantage of the popularity IP: " Tang Palace Night Banquet ", achieving the perfect grafting of traditional culture and consumption scenarios. With the improvement of national pride and cultural confidence, China's traditional culture is sought after by more and more young people. Among them, during this year's Spring Festival, the Spring Festival Gala program "Tang Palace Night Banquet" created by Henan TV was "out of the circle", making traditional culture suddenly vibrant and vital.

Plot content: Walmart continues the cultural popularity of the IP of "Tang Palace Night Banquet", telling the story of how a group of naughty palace dancers in the Tang Dynasty court traveled back to the modern day from Tang Dynasty , and experienced a fantasy journey of a wonderful night in the modern supermarket on the full moon night.

breaks the communication barriers with young people: Walmart also invites celebrity artists Lamu Yangzi and head KOL to participate in the challenge. The head KOL's planting grass allows brands and products to be exposed frequently in the public eye. The topic quickly breaks the circle with content + interaction. Strengthens the viscosity between consumers and Walmart, and also breaks the communication barrier between Walmart users, triggers consumers' widespread tap water transmission, and pushes Walmart's Mid-Autumn Festival marketing activities to a new climax.

3. Wufangzhai Mid-Autumn Festival shared advertising

Copywriting joint:

"Strong cleaning power, soft bristles, and electric toothbrushes can also create associations."

"Immersive, soft-hearted Tuniu Travel Network ."

"The sofa is softer than the heart, and the smart technology is more 'dare'."

"Every mouthful of McDonald's McTornado ice cream."

"A cup of strong fragrance, a soft heart-warming Mid-Autumn Festival reunion atmosphere group Luzhou Laojiao ."

Topic poster preheating:

In order to promote this "Shared Mid-Autumn Festival Plan", Wufangzhai launched the topic preheating #Wufangzhai Shared Mid-Autumn Festival Plan# as early as August 26. Subsequently, multiple promotional posters were released successively to create suspense and ignite the audience's curiosity. It is extremely breakthrough and innovative in concept + form. A new attempt to break through the limitations of the circle and penetrate into the context of youthfulness has been achieved, effective communication with the new generation of consumers, and an extraordinary holiday marketing has been completed with inspiration and creativity.

This is all about marketing in this issue about the topics of mid-term festival and Teachers' Day ~

This article was originally published by @Creative Summoning and is a product manager. Reproduction is prohibited without permission. The question picture of

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The views in this article only represent the author himself, renren are both product managers and only provide information storage space services.