The inspiration that Father's Day brings us may be far beyond imagination.
In the past, "learning to hide yourself" seemed to have become a sign of a man's maturity. Some men may even give up real needs such as their pursuit of beauty, interest desire, entertainment needs and self-expression after "character upgrade". Therefore, we often put our father in the "mold with our stereotypes", and it is natural that our father does not care about this sense of ceremony. Belts, razors, sneakers and other urgently needed items have become "a gift that will never go wrong". The global popularity of Father's Day is much less than other important festivals such as Valentine's Day, Christmas, and Mother's Day.
With Generation Y (corresponding to the post-80s and post-90s in China) and Generation Z (corresponding to the post-95s and post-00s in China) becoming the main force in giving and receiving gifts active in the global market, this phenomenon seems to be being broken.
From social media, look at the corner of "Respected Father's Day"
Take the data from the National Retail Federation (NRF) on the North American market's 2022 Father's Day consumption survey report as an example: About 76% of American adults will celebrate Father's Day; 44% of consumers expect to buy unique or unique gifts on Father's Day, and 37% of consumers hope to buy gifts that can create special memories on Father's Day.
Although different users have different definitions of "different", what can be confirmed is that greeting cards, gift cards, clothes, and travel are basically gifts that all ages expect. Another information is revealed in the chart. The categories that users like and need will not only cover the male exclusive supplies industry.
According to data forecast, the average cost of Father's Day consumer plan in the global market in 2022 is US$171.79, while the average cost of US$245.76 is US$20 billion, which is expected to directly generate related expenses of more than US$20 billion.
Image source: NRF's annual 2022 Father's Day survey, conducted by Prosper Insights Analytics
In addition to the North American market, the order volume and transportation volume in European markets such as Spain and Italy are also increasing significantly. Obviously, overseas users of have paid more attention and investment to "Father's Day".
We take the topic data related to "Happy Father's Day" on mainstream overseas social media platforms such as Facebook and Twitter, and on pictures and video entertainment platforms with social attributes such as Instagram and TikTok as an example to conduct an attempted analysis:
According to Facebook's official data, 1.61 million users participated in the discussion on the topic of "Happy Fathers Day", which is becoming a hot topic on the Facebook platform recently. Imagine Father's Day and blessing text messages on Father's Day are also called hot topics;
According to the data tracking platform Tweet Binder, in the past 7 days, the #fathersday-related topics on the Twitter platform have included about 947,500 tweets, with more than 130,000 tweets in a single day. In addition, the popularity of #fathers day gift topics is also increasing. According to official Twitter data, on June 16, at least 400 related tweets will be generated per hour on average;
#fathersday tweets｜Data source: Tweet Binder
According to official Instagram data, a total of 8.172 million posts are included in the topic of #Happyfathersday, and a total of 15.73 million posts are generated under the topic of #FathersDay;
According to TikTok for Business data, a total of 3.5 billion views are generated in the topic of #Happyfathersday, and a total of 4.7 billion views are generated in the topic of #fathersDay.
More importantly, it is observed that the content posted by users under the topic of Happy Father's Day on TikTok platform can be said to be varied, including greeting cards, music performances, cakes, handicrafts, electronic products and other conventional gifts, as well as more in-depth spiritual interactions with father reconciliation and identity exchange .
users’ attention to Father’s Day, their thoughts on Father’s Day gifts, and their dependence on Internet platforms on this node all show “Father’s Day seems to be a marketing node that may help brands shine.”
Judging from the past data, this is true. Many brands have seized the Father's Day marketing opportunities to achieve brand communication or sales growth by experiencing Father's Day user needs.
Take the marketing of the 2021 Father's Day jewelry brand MYKA on TikTok as an example. During Father's Day in 2021, MYKA started launching on TikTok. Its creative theme is that it can customize the carving of the names of consumers on necklaces, so as to encourage everyone to give them to important people on Father's Day. In the end, the conversion rate of this group of marketing increased by 52% compared with the off-season.
From 60+ cases, the effective marketing methods of special nodes
will not analyze the specific platform for the time being. After counting 60+ cases in the three years from 2019 to 2021, the author found that effective methods for brands to market on social media platforms on Father's Day or other special festivals mainly include the following:
poster, graphic promotion. is the first thing that is worth encouraging is that brands that can promote Father's Day on social media platforms in a timely manner have the awareness of node marketing. This method is suitable for most brands, with relatively low production costs, operation costs and maintenance costs, but the difficulty is that if you stand out among the numerous posters and copywriting and find the brand and Father's Day link ideas, it may be the key to poster marketing. You can start from the perspectives of blessings, respects, warmth, and memories of , but the most important thing is to highlight the brand characteristics. The promotion of "My first car is my father's shoulder" that a car brand once used is still fresh in memory overseas.
In addition, should pay attention to the poster layout, be easy to remember, and control the pace of delivery.
topic tag. We mentioned at the beginning of the article that the participation and views of related topics such as Happy Father's Day and Father's Day have reached good data, which is equivalent to the fact that when we add related topics to the copywriting we publish on our daily basis, we may get some organic traffic. In addition, some related topics about "fathers" on the core group of Father's Day can also be used. TikTok's interesting topics such as #mansgrooming, #househusband, #geekdad, etc. have also helped brands get good exposure.
In addition to participating in topics, we can also cooperate with different platforms to establish topics that are exclusively owned by our own brand, but generally this model is carried out in a coordinated manner with other activities.
also has some precautions when using tags:
(1) Different platforms have different optimal number standards for topic tags. According to the practical experience of overseas advertisers , it is relatively appropriate to put 5 on TikTok, and 3 are also common; 5-10 tags are generally effective on Instagram; but it is not recommended to use more than 3 tags on Twitter, the more accurate the better.
(2) Tags are divided into theme tags, location tags, general tags, brand tags, product tags, festival tags, industry tags, javelin symbol tags, vertical tags, etc. Please intersperse them when using them.
In addition, if overseas is regarded as the main target market, it is recommended to try to study and use abbreviated tags, such as L4L, F4F, S4S, FBF, OOTD, etc. Compared with the complete spelling, young people prefer to use these abbreviated tags to record their lives. Of course, with the changes in platform rules and user participation, these abbreviation tags are also under dynamic adjustment. In daily operations, you must constantly test and adjust to find the best results.
Brand Challenge. The html top 4 fission is the latest marketing trend, and the brand challenge is a trendy marketing method that has emerged in recent years. Compared with other interactive methods, the users of the challenge are enthusiastic about participating and spreading more widely. Brands, creators and users are all important part of the challenge.
The world-renowned cosmetics brand L’Oreal, in order to increase the popularity of the L’Oreal Men’s Expert Series in Germany, chose to cooperate with TikTok to launch the #StyleLikeAnExpert Challenge, encouraging users to record their skin care routines with innovative and interesting videos. Combined with other advertising services on the platform, it eventually brought L’Oreal 240 million traffic exposures and 191,000 UGC works to L’Oreal, with a brand participation of up to 13.34%.
Similar to this, on Father's Day 2021, Mistore.pk launched a comparison of the new and old photos with his father on Facebook, and also achieved a good interaction rate.
Compared with other marketing models, the challenge may bring more direct communication effects and better interaction rates, but the premise is that the brand must have an awareness of insight into user preferences. Creativity that resonates with users can often bring twice the result with half the effort to the brand in challenges.
Real visual experience. Whether it is live broadcast based on the TikTok platform or the filter-based AR shopping function on Snapchat, provides users with a more interesting and more in-person shopping experience, which can help users understand the functions and details of the product more intuitively before purchasing. This real visual experience uses advanced technology to make up for the shortcomings of online marketing and helps improve marketing effectiveness.
In order to achieve better conversion results, the brand should use other more exposed advertising methods based on the marketing of these two models.
holiday discount. holiday discounts can be said to be one of the most basic but also the most effective marketing methods. We cooperate with the marketing platform to launch the discount code exclusive to , encouraging users to actively participate in interactions. The same effect is also the holiday lottery.
German underwear brand SNOCKS has created advertisements that briefly introduce the company's positioning and products through cooperation with TikTok, and encourages users to place orders directly on Shopify through TikTok and enjoy a 20% discount on exclusive discount through TikTok. It also produces a good conversion effect, with an average weekly transaction volume of up to 100 times. The
brand can also launch exclusive joint cards, products or other limited cooperation on specific festivals. KFC Singapore launched 10 exclusive holiday cards with puns during Father’s Day in 2019, driving the increase in current sales.
In short, with the maturity of the ecosystem of each platform, the changes in the brand's own development stage, and the changes in the market competition model, brands often use multiple platforms and multiple marketing models to complete special node marketing. However, it is definitely not that the more money you invest and the more models you participate in, the best results will be achieved. The most important thing about is to see whether the brand sincerely expresses its views and whether it truly meets user needs.
Of course, the above shared model is not only suitable for Father's Day marketing. In fact, as long as it is used properly, there are many special festivals that can bring good marketing effects to the brand.
The world's major marketing nodes, there are new surprises every month and every month
The following article will briefly analyze the time, location and marketing cases of major overseas festivals. We hope to start with Father's Day, start to pay attention to more special nodes, and play the positive role of special nodes in brand marketing.
Basically, there will be festivals coming in every country and every month. As for which festivals or what preparations to focus on, we still have to decide based on all our tracks and target markets. In the process of participating in node marketing, the most important criterion of is "respect local customs and cultural beliefs" and conduct brand marketing on the basis of sincerity and friendship.
Due to the length of the article, we cannot analyze the marketing points, marketing methods and cases of the above festivals one by one. Brand owners of classic festivals such as Valentine's Day and Christmas can be said to be familiar with them. Now we have selected a few relatively niche festivals to discuss and share with you.
Super Bowl
Friends who do not pay attention to the US market or sports track may be a little unfamiliar with the "Super Bowl", but in fact, the Super Bowl is the annual championship game of the NFL Professional Football League. The winner is called the "world champion". The Super Bowl is usually held on the last Sunday of January or the first Sunday of February every year. That day is called Super Bowl Sunday.
Super Bowl has been the highest-rated TV show in the United States for many years, and has gradually become an unofficial national festival in the United States, and is also nicknamed the "American Spring Festival Gala". In addition, Super Bowl Sunday is the second highest daily food consumption in the United States, second only to Thanksgiving.
Therefore, compared with the social media marketing mentioned above, the Super Bowl marketing model seems to be more inclined to more traditional TV marketing. From the perspective of pricing, Super Bowl marketing is more suitable for large and medium-sized companies. It is reported that the average cost of the 30-second advertising period in 2021 is US$5.5 million, and it directly increases to US$6.5 million in 2022. Every second is the taste of money.
In addition to sky-high advertising, it also has super bowl series marketing methods such as on-site sponsorship and Super Bowl preheating. In 2021, TikTok signed a contract with the NFL to become a sponsor of the Super Bowl preheating session in January, and in 2022, iHealth, a subsidiary of Jiuan Medical, sponsored the Super Bowl live billboard.
From the perspective of advertising tone, According to statistics from mobile advertising research agency AdColony, , 381% of the contest audience want to see advertisements with humorous elements, and 36% want to see advertising content with warm plots.
From the perspective of category, potato chips, beer, and cars are categories that often pay for the Super Bowl. However, the 56th Super Bowl in 2022 is different, and cryptocurrency runs into the main battlefield of sponsorship.
Ramadan
Islamic Ramadan (English: Ramadan, Arabic:?????) is the ninth month of the Islamic calendar. The name of the month means "forbidden month", which is the month when Muslims fast. The Sharia law stipulates that all Muslims, except for patients, pregnant women, breastfeeding women, young children, and those who embark on a journey before sunrise, should fast throughout the month. Fasting from dawn to sunset, quit diet, sexual intercourse, ward off ugly behavior and foul words, and believes that in addition to fulfilling religious obligations, it also lies in cultivating character, restraining selfish desires, experiencing the suffering of hunger of the poor, engendering compassion, and helping the poor and doing good.
Take several major markets going overseas as an example. Ramadan mainly appears in some Southeast Asian countries represented by Indonesia, some South Asian countries and most Middle East countries.
According to past cases, Ramadan is also a period of particularly lively online social and entertainment platforms. On the one hand, almost all offline entertainment venues are closed during Ramadan, and the social entertainment position is transferred to the online; on the other hand, they are closed all day long and users have more free time during the day, so they will inevitably feel bored and need to be relieved. Therefore, Ramadan is a good time for pan-entertainment products to attract new and attack new products.
In the field of cross-border e-commerce, according to survey data from Meta's research department Facebook IQ and global data platform YouGov, gift giving and shopping are fixed habits for Arab consumers during Ramadan; while 55% of respondents said they are more likely to purchase goods across borders during Ramadan.
Among the 13,000 Middle Eastern consumers interviewed, 64% of the respondents actively tried new overseas brands and products during the Ramadan purchase period, and the purchase scope involved multiple product types.
Overall, the most popular cross-border products that UAE consumers buy are retail department stores (67%), fast-moving consumer goods (CPG, 46%), technology telecommunications goods (28%), entertainment consumer goods (25%) and travel services (12%). "Gift gifts and shopping are important links in Ramadan. Changes in shopping habits have made Middle Eastern consumers more accepting of new brands and products." In addition, related themes such as charity, gratitude, cultivation of mind, and family reunion have become the main theme during Ramadan, and the above characteristics can be highlighted in brand promotion.
In the Southeast Asian market on the east side of the Indian Ocean, some brands have also achieved good results through active marketing. During the 2021 Ramadan promotion, some brands for the Indonesian market released entertaining and challenging content in the TikTok community, successfully gaining widespread communication from users.
water beverage brand AQUA has expanded its brand goals by gathering TikTok users to participate in the event. AQUA created a hashtag called #Ramadan Bersama AQUA and launched a challenge to invite 10,000 users to become brand ambassadors to create their own content for the brand. At the same time, combined with "TopView" and TikTok's "Information Flow Advertising" promotion "Tag Challenge", it has received more than 50 million views. With TikTok activity, AQUA's sales increased by more than 10% compared to previous Ramadans.
In addition, localized language and appropriate discounts are also the two golden keys for Ramadan marketing.
Halloween
Halloween (All Saints' Day) is a traditional festival in the Western world, especially in English-speaking countries. It is on November 1st every year, and October 31st on Halloween is the most lively moment of this festival.
To celebrate the arrival of Halloween, children will dress up as all kinds of cute ghosts and knock on the doors one by one, asking for candy, otherwise they will be troubled and ill. At the same time, it is said that this night, all kinds of ghosts will dress up as children and get involved in the crowd to celebrate the arrival of Halloween. Humans will dress up as all kinds of ghosts in order to make ghosts more harmonious. Pumpkin lanterns, costumes and masks are the most important halloween signs.
With the popularity and cultural integration of Halloween, in fact, not only countries in Australia, the United Kingdom, North America and other regions will seriously prepare for Halloween. More and more participants in other countries have begun to join the Halloween wave.
According to the data released by TikTok in 2021, the number of views of Halloween-related hashtag #Halloween in 2020 exceeded 20 billion times; and on the consumption side, according to NRF data, the consumption amount of Halloween in the United States in 2020 reached a historical high of US$92, and clothing, food, beverages and beauty have become the most sought categories.
In 2020, beauty brand NYX collaborated with special effects makeup artist Mimi Choi to create Halloween beauty using the brand’s products, and launched a challenge using the tag #DOLLHOUSECHALLENGE to encourage TikTok to try to draw thriller doll makeup, and finally use NYX’s matte makeup spray to maintain Halloween makeup.
During this period, #DOLLHOUSECHALLENGE was used more than 650,000 times, and NYX became the most viewed makeup brand in the UK during Halloween, with more than 1.5 billion views worldwide. In 2021, NYX replicated the method of "cooperating with makeup artists, launching challenges, and using hashtags" on other social media platforms, and also achieved good results.
If you still have to be stable on other festivals, then Halloween marketing is more like a bold and creative world.
In fact, more and more brands are beginning to try to make serious use of special node marketing. After all, during this period, traffic is more dense and group behavior has greatly reduced the cost of market education. At the same time, in this process, the distance between brands and users can be shorter, which is a rare opportunity to get to know each other.
But the old saying is definitely not that the more money and the more cooperative platforms you can achieve better results . Whether it solves user needs, respects user needs, conforms to platform rules, and is interesting enough to create is the core competitiveness of node marketing.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-