In the post-epidemic era, in order to achieve contrarian growth
Many brands started a massive marketing campaign on Mother's Day just past.
From user insight, creative design, and user experience to express brand marketing power
not only gained The popularity of the Internet also conveys the brand concept
For holiday marketing
This is a hot topic to take advantage of the opportunity to enhance brand awareness
And a good time for emotional marketing and consumers to build emotional links
And Mother's Day marketing is more for mothers. A consumer group,
, uses a more delicate angle to capture the hearts of consumers. Potential Mother's Day, make marketing more warm Lie" to attract users' attention. Pechoin's advertisement depicts scenes that fit the daily life of young mothers from the perspective of children's innocence, and uses the faces of mothers in different states of 5, 10, and 20 years old in the eyes of children to mobilize users' emotions and lead to users' pursuit of youthful beauty. products to make the brand image more lively.
First of all, advertisements present a more three-dimensional and vivid image of young mothers, which resonates with the target audience . In the life of young mothers, in addition to bringing a baby, there are also chasing dramas and stars. The brand aims at this group and adopts a more interesting way of expression to shorten the communication distance between the brand and the user.
Secondly, breaks through the traditional Mother's Day marketing model .Use the child's straightforward and sincere tone to convey the beautiful blessings that meet the needs of young mothers, use the anti-routine operation of "mother's face loves to lie" to win the goodwill of users, and add strong selling points to the product that are easier to occupy the user's mind.
Finally, Pechoin is actively trying to rejuvenate . Use the advertising ideas that follow the brains of young audiences, perfectly combine the theme of Mother's Day, capture the attention of the target group in reverse, and deepen the user's impression of the brand.
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Tuniu's Mother's Day Marketing
This time, I got stuck
Tuniu once did a Mother's Day marketing, the theme was "This day, my mother said that I don't want to see me", although the comics seem to It's simple, but it touches the hearts of countless people, expressing that I want everyone to accompany their parents on a trip.
First of all, insight is more and more focused on . Through the conversion of several scenes in the comics, the target group is focused on the groups of children and parents, and the precise audience is captured. In terms of insight, the core of "how to accompany mothers" is used to increase the warmth between families and increase the enthusiasm of the communication circle. Subdivided and cut to further expand the spread coverage.
Sending red envelopes and giving thanks in the circle of friends, these superficial "Mother's Day" expressions of love and filial piety seem a little pale. The company of going home on the festival day actually only increased the burden on my mother. These strong insights directly aroused the forwarding and emotion of many netizens.
Secondly, the form is more and more focused on . Tuniu's heart-piercing comics + KOL creative solicitation + UGC interaction is a very effective form of marketing, netizens have participated in one after another, and ICBC and China Construction Bank have also released event information simultaneously to help Tuniu call for more users to participate.The creative topic solicitation by Tuniu and KOLs has directly exceeded one million views, the H5 activity page has nearly 20w visits, and nearly 1,000 people have uploaded photos of their mothers to participate in the activity!
In addition, Tuniu also made joint promotions with the film side of "I Am Your Mother", and Tuniu's official Weibo interacted with Yan Ni's studio Weibo. Yan Ni also specially uploaded the first video with her daughter. Douyin short video.
Finally, products are more and more focused on . Looking at this series of marketing moves by Tuniu, it seems that it has nothing to do with its own travel products, and deliberately weakens its own brand information implantation, which is more like taking advantage of the popularity of Mother's Day to have a spiritual dialogue with the younger generation. , to explain a brand's attitude towards family affection!
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Procter & Gamble Creative Advertising
Seize Mother's Day Theme Marketing C position every day. At Mother's Day, a marketing node where major brands compete, P&G has established itself, making marketing activities quite effective and bringing new ideas to the industry.
First of all, value shaping is more important than interest appeal, so that the concept can be deeply conveyed to people's heart . Taking advantage of Mother's Day, brands need to weaken the dissemination of product selling points, discounts and other functional benefits. P&G uses story-based marketing to mobilize users' emotional experience and stand out in homogeneous marketing.
Secondly, continues to ferment and spread the volume, allowing information to reach the effective .Brands can adapt to the highly socialized form of the marketing environment, and form a public opinion position through the integration of social media resources in different fields such as life, emotion, video, maternal and child, and media, and through topic dissemination and UGC feedback, the Creative videos reach different groups.
Finally, creates a positive emotional experience and effectively releases the influence of IP . In terms of content, P&G creatively injects the father's perspective, starting from a witty video and ending with a warm and heartfelt emotional touch. This differentiated marketing approach has realized the deepening of IP value, and also accumulated potential energy for subsequent IP marketing on Mother's Day!
Summary:
On Mother's Day, most brands convey in-depth insights into the content of the festival, focus on emotional communication, arouse resonance, and prefer warm, multi-dimensional scene-based content.
Then, how to avoid homogenization and create new ideas is an eternal topic that all marketers need to think about, but while seeking creative breakthroughs, it is the key to not deviate from the connotation and original intention of the festival. Only by truly basing itself on the festival itself, can the deep integration of emotion and content be realized, and the "explosive" marketing case can be achieved!
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