Editor introduction: The Spring Festival is the most lively and hottest festival for the Chinese people in the year. For brand marketing, the Spring Festival is also a good time to make a big splash in marketing. The author of this article shared 13 classic Spring Festival cases with you based on actual experience and analyzed them. Come and have a look together.
Another Spring Festival is approaching, and a large number of companies' Spring Festival marketing and promotion are coming soon. The Spring Festival is an important node for corporate marketing; Spring Festival marketing is a necessary marketing option for most companies. This article will talk about how to do a good job in Spring Festival marketing.
At this time point, most companies have already prepared the Spring Festival marketing plans (according to the normal process, it is time to complete the plan in October and start talking about resources), and now we will wait for New Year's Day to start implementing it.
In fact, some companies have started their Spring Festival marketing, so you can also use these Spring Festival marketing cases that will appear immediately to verify whether my article is right.
At first, I asked everyone in the fan group: What are the marketing cases of Spring Festival that do you think are good at doing? Among the answers received by
, the most are Alipay collection of five blessings , WeChat red envelopes, Apple 's New Year short film " Three Minutes " and " One Bucket " in early 2019.
are indeed very successful and well-known Spring Festival cases, but the problem is that few companies can play as national-level applications as WeChat and Alipay , and not many companies can ask big directors and spend big budgets to shoot every short film like Apple. Today, let’s talk about some of the gameplay that most companies can learn from and practice.
1. The first key to doing a good job in Spring Festival marketing is called issuing behavioral instructions
The reason why companies do Spring Festival marketing is first because the Spring Festival is an important shopping scenario.
For many industries, the Spring Festival is the peak season for sales. Stock up New Year’s goods during the festival, visiting relatives and friends to give gifts, bringing things when you go home during the New Year… This kind of atmosphere in which the whole society is shopping is very important. Because the generation of consumer purchasing behavior of requires external environmental stimulation to promote it.
For example, when we look at the just-passed Double 11 and Double 12, even if the promotion is not strong, many people will still consider buying something at this point, because the shopping atmosphere is here.
There is also such a consumption atmosphere during the Spring Festival. It is a behavioral habit of many people to buy New Year’s goods during the Chinese New Year. Even if products in some industries do not fall into the category of New Year’s goods, it should be considered that many people have given year-end bonuses and made wishes for New Year’s shopping...such as cars.
So for many companies, the Spring Festival is a very important marketing node, and the biggest purpose of companies doing Spring Festival marketing is to sell goods.
In order to achieve this goal and to let consumers buy you, the most important consideration is to issue behavioral instructions to consumers and remind them to "remember to buy me" during the Spring Festival.
For example, the household name that was well-known back then, "I don't accept gifts during the holiday this year, and I also receive 卡水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水水". The consumption scenario of Naobaijin is to give gifts to elders during the Mid-Autumn Festival and Spring Festival, so as soon as the Spring Festival comes, Naobaijin starts to advertise to remind you to buy it.
htmlIn the 190s and 2000s, Nongbaijin's advertising was very fierce, and he spent a lot of advertising on no bands throughout the year. But to this day, the brand of Naobaijin has basically reached the end of in the life cycle. Its advertising has declined. Only the two nodes of the Mid-Autumn Festival and Spring Festival will be mediated on a small scale, and there will be no advertisements at other times. You see, its purpose is very clear, which is to capture gift-giving scenarios during holidays, and then repeatedly remind consumers to purchase.is another example of "Going home for the Spring Festival Jin Liufu ". This is the Spring Festival marketing theme of Jinliufu wine . Below this topic, there is also an interpretative copy or subtitle, called "Going home is the best gift to your family." It’s a good copywriting, right? But the subtext of this sentence is to tell you that you should not be empty when you go home. You should bring gifts, and it’s best to bring two bottles of Golden Six Blessings with you.
Therefore, Jin Liufu's Spring Festival advertisements are mainly invested on long-distance expressways, various outdoor billboards .If you want to take the train or car home, you will see the advertisement of Jin Liufu along the way, which specifically reminds you not to forget to buy Jin Liufu on your way home.
Another example is the advertisement of Qia Qia for the Spring Festival last year, "Go home during the New Year, bring a box Qia Qia". Qia Qia’s advertisement is mainly placed in the high-speed rail platform and carriage to remind consumers.
with box Qia Qia and Jin Liufu to go home during the Spring Festival are all giving behavioral instructions to consumers, and their advertising is also a scenario for going home during the New Year. Of course, in addition to long-distance highways and high-speed rail, you can also choose online New Year's goods festival , offline supermarket pile materials, etc. for dissemination.
Like in the past, before the epidemic, many food and beverage brands would launch special trains during the Spring Festival, and carry out marketing activities to charter flights and chartered cars to take consumers home before the Spring Festival. In fact, the essence is to lock in the New Year's goods scenarios and issue consumption instructions.
2. The second key to doing a good job in Spring Festival marketing is to integrate into brand culture
Chinese people pay attention to reunion and reunion. This is a collective cultural psychology of our nation. Especially every year when the Spring Festival comes, this mood will be stronger. Therefore, we have an unprecedented Spring Festival travel rush every year. During the Chinese New Year, we always have to go home and reunite with our family. That is called New Year.
Because of this, many brands do Spring Festival marketing, basically relying on reunion, family affection, and family, shooting warm and caring advertisements, and playing emotional marketing cards. For example, the aforementioned "What is Page" is such a warm story between grandparents and grandchildren.
Another thing is that Chinese people pay great attention to good intentions during the Chinese New Year, and they should reflect the meaning and pursuit of a better life, happiness and auspiciousness. Therefore, many brands will also reflect this in marketing. Like the classic "As soon as a person starts, good things will come naturally" that relies on such a good start to open up the Hong Kong market and then radiate into the mainland.
Basically, every year during the Spring Festival, there will be two very warm and heart-warming family videos that will flood the Internet. For example, Apple's 2018 Spring Festival short film "Three Minutes", directed by Chen Kexin
.When this film first came out, I complained about it on Zhihu , and was besieged by dozens of people... I think this film has shortcomings, and the core is to start from the perspective of brand marketing, because this film has nothing to do with Apple's products and brands. It is like Apple, as the producer, filmed a movie work released on the New Year's holiday.
Furthermore, as far as the story itself is concerned, I think the plot of memorizing the multiplication formula is a bit deliberate, and the editing and sound effects of the three-minute countdown are also a bit too hard.
may have the biggest connection between short films and Apple, and the film is indicated to be shot by iPhone X. Of course, the gimmick of shooting with a mobile phone is also very big, because there are also many lenses and external devices used when shooting movies.
Look at 2019 again, Apple's Spring Festival short film "A Bucket", directed by Jia Zhangke . It also has the same gameplay, but its influence is not as great as "Three Minutes", which may be because Apple has played the same routine last year. Many people think these two short films are good, but in fact, it is mainly because of the halo of big brands and big directors. In addition, it does not have too much commercial color, no hawking, and no promotional product selling points. It is just purely telling a warm family story, which touched many people.
However, every company is doing this direction when the Spring Festival, it is the same, without personality, and empty talk about family and reunion. In fact, it is easy to be overwhelmed. As we mentioned earlier, the biggest demand for Spring Festival marketing is to talk about family affection, and to make a fuss about the consumer psychology of expecting reunion and pursuing good intentions. everyone is doing this.
If the above two films were not cast by Apple, were not shot by a big director, and there was no big budget to promote them, and only these two short films, would it still be popular? You should know that the production cost of "Three Minutes" alone costs about 7 million, and Apple also promotes it like a movie and invests in many outdoor advertisements to promote it, including the Internet.
In these advertisements, the pictures are short posters and titles. Apple only has a small logo, which is exactly like the movie promotion advertisement, only promoting the movie itself. But how many companies are qualified to do this kind of commercially unprofitable Spring Festival marketing besides Apple?
The gameplay of Apple has been continuing, such as the 2020 Spring Festival short film "Daughter", the director is the Academy Award nominated director Theodore Melfi , and the photography is the Golden Globe , the photography is the Golden Globe , the photography director Lawrence Sher , and the starring is the Zhou Xun . There is also the 2021 Spring Festival short film "A Nian", and the director is the Chinese female director Wang Ziyi who was awarded the Golden Globe Award for Best Foreign Language Film in 2019 " Don't Tell Her ".
big brand + big director + almost public welfare emotional short film, this is how Apple plays. This gameplay has also been played by , Mercedes-Benz and .
However, this kind of gameplay can only be played by big brands.
First, big brands do Spring Festival marketing to make purely image, without performance pressure, and promoting products and sales is not a necessary option, so marketing content can only be thoughtful and not brought in goods.
The second is that big brands and big directors themselves have their own topics and traffic. Even if the short films they shoot do not have enough explosive points, because big brands and big directors themselves are explosive points, but small and medium-sized brands may not have the strength and budget.
is also a car marketing, and I appreciate the gameplay of BMW even more. BMW 2020 Spring Festival, please direct the director Ning Hao to shoot the New Year film "Bail's Spring Festival". It is also a combination of big brands + big directors, but BMW's New Year film selection is very good. It reviews the changes in the Chinese translation of the brand BMW in the Chinese market. At first, consumers called BMW "Bail" (very grassland color), but later it became "BMW".
In the film "Bail's Spring Festival", Ning Hao interpreted BMW as his parents and me through a moving emotional story - that is, BMW's three letters are separated. B is ba's father, M is ma's mother, and W is wo me.
is that BMW's Spring Festival marketing in the past two years is very memorable. After reading it, you can't forget the interpretation of BMW. In the past, we used to calling BMW "Don't touch me" (which was also done by Ning Hao). Now, when BMW tries to make people mention BMW, we think of "My parents, me".
This is what I think is the correct posture for Spring Festival marketing. It not only conveys cultural emotions, but also has the unique imprint of the brand. Combining brand value with Spring Festival emotions is very important for Spring Festival marketing.
According to this standard, I think the Apple New Year blockbusters in recent years are not as good as those a few years ago.
For example, Apple's Spring Festival short film "Old Records" in 2015 is also an all-star lineup - director Ann Hui, art director Zhang Shuping, photographer Du Kefeng , but the story it tells is that after a girl heard the record recorded by her grandmother when she was young, she adapted the songs in the record and re-recorded them to her grandmother with an iPod. It shows strong emotions and conveys the meaning of Apple to people's lives;
and the 2016 Apple Spring Festival short film, directed by the famous Hong Kong director Kwan Jinpeng. The content of the short film is about the famous Taiwanese singer Lee Zongsheng and his apprentices Li Jianqing and Bai An holding iPad Pro and adapting the New Year song "Congratulations" into " Send You a New Year Song ", which also shows the inspiration and creativity provided by Apple products for user creation. I think the combination of brand value and Spring Festival emotions is the first choice for Spring Festival marketing.How to combine it specifically? There are two ways. The first type of
is a combination of brand names and a common way to see at present.
For example, Wanglaoji the auspicious culture that he appealed for during the Spring Festival, "Celebrating the auspicious New Year, Drinking Wanglaoji". Dove chocolate’s “benefit every year” and Luzhou Laojiao ’s “make the New Year’s flavor stronger” because Luzhou Laojiao sells strong fragrance, and the brand’s demands for strong fragrance originator.
, these Spring Festival marketing themes, not only bring the brand but also have the beautiful meaning of a good intention, but also issue behavioral instructions to consumers.
The second method is to integrate brand culture and concepts into Spring Festival marketing.
My favorite Spring Festival marketing case in this regard is Nike's 2020 Spring Festival marketing theme "Not giving in to the New Year".
In this traditional festival of the Spring Festival, we emphasize harmony, harmony and tolerance. But it does not conform to the sports spirit that Nike talks about, because Nike focuses on competition, is to be competitive, and dares to be the first.
So Nike talks about a theme of "Not giving in to the New Year", which not only closely follows the New Year's time node, but also expresses Nike's brand spirit. This theme helped Nike break out of a large number of homogeneous Spring Festival marketing.
By 2021, Nike made another marketing theme called "The Heart Decision Is Completed". In the past, when we wish for the Spring Festival, we would say "all our wishes come true." But Nike said that thinking alone is not enough. You must make up your mind to do it and act in order for you to succeed. The theme of
also reminds people of Nike's classic "as long as you have a firm heart." The two themes of
are the differentiation found by Nike and the combination of the New Year and brand expression found by Nike.
Another case is Coca-Cola .
We know that in the past two years, the biggest variable for Spring Festival marketing is the epidemic. During the Spring Festival in 2020, many people did not go home or have adults due to the sudden outbreak of the epidemic. During the 2021 Spring Festival and this year's Spring Festival, many places have also called on everyone to celebrate the New Year locally due to the impact of the epidemic.
In the second half of last year, I was responsible for the Spring Festival marketing plan of several brands of the company. At that time, I discussed with my colleagues that after the 2020 Spring Festival, everyone will cherish this Spring Festival more in 21, and people will cherish the opportunity to reunite with their families and reunites. This is a new and very important marketing direction for the Spring Festival.
For example, let’s look at Coca-Cola’s Spring Festival marketing in 2021. Its marketing theme is called “New Year’s Voice”. Coca-Cola made a set of short films to tell the stories of three young people to express their feelings about the Spring Festival.
There is a story about a girl. In the past, when the Spring Festival came, she thought the house was very noisy and was crowded with relatives everywhere. She was also pulled to perform her talents and had to squeeze into a bed with her relatives' children at night. After the 2020 Spring Festival, she missed this noisy and felt that this was the atmosphere of the New Year.
Another little boy's voice was that in the past, he had to help his parents run errands during the Chinese New Year, and he had to go downstairs to buy soy sauce, onions and garlic, and onions and coke. He couldn't play games well. Now, he misses the days of helping his parents run errands very much.
There is another story, which tells the story of the hard work of going home in the past. The plane changed to a train and a train for bus. The dirt road in the mountains was bumpy for several hours, and my butt was about to cramp. Now I feel that it is worth it to go home and stutter with my grandmother’s snacks. No matter how far or hard the journey home is, it is worth it. The set of stories taken by
Coca-Cola is very appropriate, very real, and very in line with the psychology of people today, so it is easy to touch people.
While spreading these three short videos, Coca-Cola also launched a set of voice bottles simultaneously. The copywriting on the three bottles is "I found that the most New Year-like thing is _______", "I will never take _______ for granted again", "I am most looking forward to _________ now", and then let consumers fill in the blanks and express their voices. This is a marketing case that is very consistent with the current Spring Festival environment, and it also fully reflects Coca-Cola's humanistic sentiment.
What is another new marketing direction for the Spring Festival? That is, the epidemic will enhance people's health awareness and hygiene awareness. Therefore, we can combine some traditional New Year customs with new healthy living habits that emphasize hygiene, exercise and nutrition to advocate new New Year customs. , such as exercise frequently during the Spring Festival holiday, wearing masks when visiting relatives and friends, health sterilization and renewal clothes, etc.
For example, this year's Spring Festival and the Winter Olympics time nodes are connected, so there must be some companies' Spring Festival marketing plans that will be connected to the Winter Olympics. But how do you combine the Spring Festival and the Winter Olympics? One way is to advocate sports during the Spring Festival, or to promote the new year that we should be more proactive and enterprising, and this is a good combination of New Year's wishes and sports spirit.
However, here I would like to remind everyone that the Winter Olympics should not be randomly touched. It is infringement if the official sponsor uses elements such as the Winter Olympics.
3. The third key to doing a good job in Spring Festival marketing is to focus on Spring Festival elements
A classmate asked me, Country Garden Is the Spring Festival marketing case "Home Reunion Country Garden" good? From the perspective of copywriting alone, this sentence is very good, simple and atmospheric and catchy. It also accurately defines the brand name of Country Garden through rhyme, strengthening the connection between Country Garden and Home, which is a good theme.
However, marketing and promotion are not only one theme. You have to develop creativity, content, and activities around the theme... And "home, reunion" are all very big themes. It is actually not easy to create creativity and plan user interaction activities with such a grand theme, because it is not focused.
(Country Garden's Spring Festival in 2021 is focusing on the point of warriors and promoting the promotion)
For Spring Festival marketing, it is actually difficult to make touching content to talk about family affection and reunion in an empty way, and it is impossible to create characteristics and memory points (it is really what everyone is talking about during the Spring Festival).
for Spring Festival marketing. I suggest that you must focus on a certain Spring Festival element and make it deep, thorough and rich. Through this small dot, the brand can convey the brand's understanding of the Spring Festival, create a trigger point, and create a memory point.
And the Spring Festival elements and New Year’s customs are really very rich, such as Spring Festival couplets, the character "Fu", red envelope, zodiac sign, New Year’s beast, going home, New Year’s Eve dinner, Spring Festival Gala, New Year’s greetings, visiting relatives…
Let’s look at Alipay. For such a large enterprise and brand, the core of Spring Festival marketing is one point - the word "Fu". Alipay collects five blessings, and over the years, it has formed a national memory. During the Spring Festival in 2019, Alipay also asked a big-name director to shoot a New Year's short film. Ann Hui filmed Alipay with a 9 minutes and 30-second New Year's Five Blessings short film "Qianlidi".
This film tells the story of three generations of a family who have been obsessed with and inheritance of the word "Fu" at home for seventy years. There are two sentences in the video, namely, "Where is blessings, home is there", "Where is blessings, home is there." The word "Fu" reflects our belief in home and expectations for festivals.
Director Ann Hui cleverly reflects the rituals, customs, beliefs and inheritance of the entire Spring Festival through the word "Fu". This is Alipay's Spring Festival marketing. Just like the way of playing red envelopes on WeChat, the entire Spring Festival marketing is presented with a red envelope.
is like CCTV's public service advertisement for the Spring Festival Gala in 2014. The reason why the creativity of this short film is outstanding is that it carries the emotions of the Chinese people for thousands of years through a pair of small chopsticks. The mother teaches her daughter to use chopsticks, and chopsticks represent inheritance; the grandfather dips chopsticks for her grandson to taste, and chopsticks represent enlightenment; the elders should move their chopsticks first, and chopsticks represent etiquette; during the Chinese New Year, he will bring a neighbor at home to eat, which means that it is just "scattering more than one pair of chopsticks", and chopsticks represent good neighborhood.
Without these pair of chopsticks, the whole idea will lose its soul and the main carrier of the content.
According to the idea of chopsticks, I can also take a short film on the Spring Festival with chopsticks as the theme. Because we say that this year, many people choose not to go home and celebrate the New Year alone in another place. I can use chopsticks to express this emotion between parents far away and children working in big cities.
The specific creative shot is like this - the camera first scans the dining table of a rental house , and we see a lot of double disposable chopsticks thrown on the dining table. It can be seen that the owner of this house often eats takeaway at home alone.
At this time, a knock on the door sounded outside the door. Our protagonist, a young man, got up habitually and went to open the door to get the takeaway, but found that what he received was a courier wrapped in cloth. After opening it, I found that it was all kinds of New Year’s goods sent by my parents and all kinds of foods prepared at home.
Then, there is a pair of brand new chopsticks at the bottom of the package. Because the custom of celebrating the New Year is to replace with new chopsticks.
At this time, the parents called again and asked the child if he had received the express delivery and told him to have a good meal. Although you can't celebrate the New Year with your parents, a pair of chopsticks connect the two places, making the distance no longer far.
Because chopsticks appear in pairs, our marketing theme can be called "If you are together in the year, you will not be alone", making chopsticks into a symbol.
When promoting, the brand can also make chopsticks into cultural and creative products, as a New Year gift to consumers, or directly sell them with products. In terms of product design of chopsticks, for example, one chopstick is my parents, and the other chopstick is me. On one chopstick is my girlfriend, and on the other chopstick is me.
is like the zodiac sign.
Because Monkey King and Sun Wukong can be said to be China's largest traditional cultural IP, almost every year, film and television works with Journey to the West and Monkey King themes are launched. Therefore, Pepsi has achieved very good communication results with the help of the Monkey King IP, and the commemorative can products have been out of stock.
, and there was a topic on the Internet at that time, that was, netizens called on Liu Xiaoling to appear on the Spring Festival Gala, because the Spring Festival Gala of the Year of the Monkey cannot be without the Monkey King. This topic has also won widespread heated discussion and support from netizens. Of course, this is inseparable from Pepsi's fuel. In this marketing battle, Pepsi seized two major IPs in the spring of that year, one of the Monkey King and the other one of the Spring Festival Gala. It's unreasonable to not be popular in this marketing.
There is also a case of the zodiac sign. On January 28 last year, Ford China posted a poster on its official Weibo, which showed "2021 China Year of the Horse". The poster of
quickly sparked heated discussion, because 2021 is the year of the Ox in the lunar calendar... Netizens have said that as such a big company, how can Ford be inseparable from a certain degree? So Ford quickly became a hot search. Finally, Ford responded that this is because 2021 is the first year of the domestic production of Ford Pioneer pure electric SUV - MUSTANG MACH-E, so it is referred to as the Chinese Year of the Horse (MUSTANG is what everyone calls Ford Mustang ).
Although Ford's gameplay is inevitably controversial, the marketing effect is still very good around the zodiac.
In addition to the zodiac, there is also the year beast.
Year beast is a evil beast that appears every New Year’s Eve in folk legends. People set off firecrackers and posted Spring Festival couplets to scare the Year beast, thus becoming an important custom of the Spring Festival and becoming one of the symbols of the Chinese nation.
You should know that it was still in 2013. Today, when trendy toys and blind boxes are popular, McDonald's can still play with more tricks.
includes the New Year short film "A Nian" released by Apple in the 2021 Spring Festival, which also portrays the image of a cute New Year beast, and uses it to interpret the warm story between the little girl and her family. And the New Year Beast also symbolizes facing the unknown and fear and finding the power deep in your heart. Apple reinterprets Chinese folk myths with the New Year beast.
The above cases are all very successful use of Spring Festival elements. They complete the brand's expression of the entire Spring Festival by focusing on a certain image and carrier.
In fact, the Spring Festival elements are very rich. As long as you spend your time looking, you will definitely find them. For example, like dumplings, the 2020 Apple Spring Festival short film "Children", one of the clues is making dumplings. So can I use the element of dumplings to carry forward the entire Spring Festival gameplay when I make my Spring Festival marketing plan? I enlarge the dumplings and make them, and how to make dumplings and what fillings to use. There is a lot of room for imagination.
For example, pets, today the pet economy has been formed. Pets are a powerful tool for younger brands and impressing young people. Cats and dogs have become part of many people's families, just like family members. So we can also talk about family and family affection from the point of cats and dogs. For example, I have mentioned to clients that I used dogs to do creative ideas for Spring Festival marketing, creating a short film ", a dog's way home ", using dogs to tell the story of wanderers coming home, including designing a set of emoticons for dogs to greet New Year.
also has the same New Year’s Eve party that just passed by. The core element of its pilot advertisement is fireworks, which use gestures to set fireworks. Fireworks, fireworks , are also a very typical Spring Festival element.
As mentioned above, the combination of the Spring Festival and the Winter Olympics, I can also focus the entire marketing on a Spring Festival element - snowflakes.
From the time I was a child, I held my grandma's hand and skied on the country road, and when I grew up, I went to international competitions to skiing. From the vivid snowflakes and paper-cutting under grandma's scissors to the flying snowflakes splashing on the ski resort. We can tell a story through a piece of snowflake, even anthropomorphize the snowflake, give it life, and make it a virtual image of a small snowflake, so as to carry out marketing.
elements are colorful, there is nothing that cannot be found, only unexpected. In addition to these "item categories" Spring Festival elements with specific images, we can also focus on choosing the behavioral custom elements during the Spring Festival.
For example, I focus on the New Year’s Eve dinner and do Spring Festival marketing. When I used to serve liquor brands, I also suggested to customers that I made a New Year’s Eve dinner, combining some cultural IPs ( history museums in various places) to replicate famous banquets in history and create banquet IPs, such as Tang Dynasty ’s Tang Dynasty ’s ’s
’s Han Xizai ’s night banquet. Like Martell recently cooperated with the Forbidden City to create a "Millennium Palace Banquet".also mentioned above, “Go home during the Chinese New Year, bring a box of Qia Qia”. We have analyzed the topic of
. It is a behavioral command to promote consumption, a discourse of sales, not a discourse of communication. So just shouting this slogan cannot resonate with consumers, form topics and attention. We have to do some content around this topic. How to do
? First, let’s look at the consumption scenario of Qia Qia. It is eaten while one person is chasing a show or chatting with a group of people, so we can focus on the element of the Spring Festival party.
For example, I made a short video of a blind date for the New Year. As soon as the young man returned home, he was taken to a blind date by his parents. Both men and women were forced to go on blind dates, but they didn't know what to say. They were staring at each other. Seeing that the atmosphere was getting more and more awkward, fortunately there was a plate of Qia Qia on the table... The theme of this episode was called "There is Qia Qia, it's not awkward to go on a blind date during the New Year. Going home during the New Year, bringing a box of Qia Qia"
For example, I made another short video of visiting relatives. A young man who went home in a big city for the New Year just sat down at the dinner table, and was asked by various relatives, "How much money do you make every month?" "Have you bought a house?" "Why aren't you getting married yet?" "When will you take your girlfriend home?"... Seeing that the atmosphere is getting worse and wrong, fortunately there is a plate of Qia Qia on the table... The theme of this episode is called "There is Qia Qia, and the New Year party is more harmonious.Go home during the New Year, bring a box of Qia Qia”
There are two mothers competing with each other at the party, praising their children for being more capable, and they are about to start fighting... For example, the naughty children from relatives come to their homes... These can become the reason for "going home during the New Year, bring a box of Qia Qia".
content can generate topics and create discussions, which arouses consumers' recognition and resonance about why they need to bring a box of Qia Qia when they go home during the New Year. This is the marketing combination of content topics + action instructions.
In this section, we introduced how to focus on the Spring Festival elements to do marketing, including various image elements, behavioral custom elements and scene elements.
In short, when doing Spring Festival marketing, the key is to find the right elements and find a very subtle, delicate, specific, and very small core point, use this core element to carry content and activities, and package your entire Spring Festival marketing gameplay. Then the Spring Festival plan you made is enough. Sharp means being meaningful and only being able to jump out of the homogeneous Spring Festival marketing. The smaller the element you choose, the more specific it is, the stronger its motivation and the more infectious it is.
4. The fourth key to doing a good job in Spring Festival marketing is to create Spring Festival IP
In recent years, a very important marketing trend is the branding and IPization of marketing activities. Enterprises are not only doing marketing activities, but also creating event brands. Use activities as a brand, and the event has a fixed name and logo, and A fixed time node and sense of participation, a fixed theme and connotation. The same is true for
Spring Festival marketing. Many companies regard Spring Festival activities as an IP.
, such as Pepsi's "Bring Home to You" has been doing it since 2012, and it has been 11 years since today. Every year, Pepsi begins to spread the content of "Bring Home to You". Pepsi's Spring Festival marketing has started this year, so you can see what Pepsi has done this year.
"Bringing Le Home" is not only a Spring Festival marketing activity of Pepsi, but also a common Spring Festival gameplay by several major brands under Pepsi, including Pepsi, Lessi potato chips, pure fruit (later added Qixi, Meinanda , etc.), which not only allows consumers to bring these brands with the word "le" home, but also naturally integrate the brand into the festive atmosphere of going home during the Spring Festival.
What is the value of Pepsi playing like this? What?
On the one hand, this gameplay brings spokespersons from different brands of Pepsi and uses their own all-star lineup to shoot a funny or warm New Year's film. This makes "bringing home to the music" like a movie blockbuster during the Spring Festival, becoming a fixed expectation for consumers every year. It maximizes the use of Pepsi's celebrity endorsement lineup and forms a joint force for dissemination.
On the other hand, although the themes are the same every year, Pepsi has different every year The gameplay. For example, the above mentioned the Joker King of 2016; and the 2019 space theme " Star-Picker ", pays tribute to China's 39 space launches the year before, ranking first in the world. The 2021 Pepsi New Year advertisement is also very touching, telling the heartwarming story of two ordinary people, takeaway delivery staff and Hope Primary School teachers, paying tribute to ordinary heroes.
This year's Pepsi Spring Festival short film has been launched, and it also brings together Wang Jiaer, Deng Ziqin, Li Xian, Wang Yuan, Liu Haocun, etc. The spokesperson, the theme is Pepsi Ai Beast to offer blessings. My book "Cheering Copyright" contains a complete interpretation of Pepsi Cola's "Take Home" IP. If you are interested, you can read it.
In addition to Pepsi, there is also Shufujia's "washing hands and eating" since 2015, and it has been 7 years since today.
Shufujia's Spring Festival marketing originated from the 2015 Spring Festival "China News Weekly" launched a voting solicitation activity on Weibo platform for "A Word that Touched China during the Spring Festival". 13 Among the votes of more than 000 netizens, "Wash your hands and eat" topped the list with a vote rate of 26.3%.
For homesick wanderers, after experiencing the pain of long-distance travel during the Spring Festival, the parents' words "Wash your hands and eat" contain the deepest care and emotions. This is the mother's catchphrase and a short and simple word. When you hear it, you will know that your family is reunited.
Moreover, washing hands before meals is a common sense and living habit that we have been educated since childhood, and it is also a typical use scenario for sanitary skin care. It fully demonstrates the product's cleansing and sterilization function (especially in the past two years, which is very important). In other words, "washing hands and eating" laid the foundation for Shufujia's product consumption, reflecting the significance and role Shufujia plays in the lives of consumers.
Therefore, Shufujia has been conducting Spring Festival marketing around "washing hands and eating", forming its own branded memory.
You can see that every year is "washing hands and eating", but the marketing directions in different years are different, with health protection, health companionship, and healthy family.
companies actually don’t need to do so many brand marketing activities, because every time you do an activity, you need a fee to promote the activity and inform consumers to achieve user reach and customer acquisition of the activity. The practice of IP in the event is to help companies save resources and continuously accumulate brand assets and fan base.
However, building an event IP and event brand does not mean that companies must do exactly the same thing every year and every time they do an event. Instead, under the guidance of the same theme, each event will make a unique direction and brand new content. For example, the creation of the Spring Festival IP can be designed according to the different cultural characteristics and social psychology of the Spring Festival every year.
The above are some of my thoughts on Spring Festival marketing. Finally, I wish you all a happy New Year! In the new year of 2022, you will be full of energy and work will be more powerful! See you next year.
columnist
empty-handed, WeChat official account: empty-handed (ID: firesteal13), everyone is a product manager columnist. Guangdong Advertising Group | Director of Strategy Group.
This article was originally published on Everyone is a product manager and reproduction is prohibited without the author's permission. The question picture of
is from Unsplash and is based on the CC0 protocol.
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