Another new year is coming, looking back on 2021, has your brand made a new breakthrough in marketing? According to the Ad Spend Forecast, social media will be the fastest channel for advertising growth between 2021 and 2024, with an average annual growth rate of 14.8%, followed by online video with a 14% increase.
Therefore, 2022 still have to do a good job of marketing plans, especially the use of holiday marketing, as if many brands have actually started their New Year marketing, PARKLU for everyone to collect some brands this year's New Year marketing, may wish to take a look, hope to provide you with reference and inspiration.
Jiaonei launched the "Red Project" public welfare project
The new domestic brand Banana has recently launched the 2022 "Red Plan" public welfare project. The brand joined hands with artists Zhu Jingyi and Fansack to present the new red products in a modern and creative form with more than 25 new products such as underwear, loungewear, hats, scarves, towels and so on.
On December 10, Banana Inner Official Micro released the "Tiger Mountain Trip" red plan concept film, which was released on mainstream social platforms such as Weibo, Douyin, and Station B. Subsequently, brand spokespersons Wang Yibo and Zhou Dongyu shared their new year basic models and New Year's good things list respectively, sending New Year red luck gifts to fans, and reached more than 200 million on social platforms.
At the same time, Banana joined hands with the "Partnership Program" of the Central Committee of the Communist Youth League to help the relocation project of poverty alleviation, and filmed the public welfare film "Remember", which was reprinted and reported by 100+ media, and the well-known blogger "Museum Magazine" also relayed and forwarded.
On the day of the Tmall Super Brand Day in banana, the single-day transaction volume of its Tmall store exceeded 25 million, and 4 super new products successfully occupied the first place in the categories of warmth, home wear, bras and underwear.
From the PARKLU data monitoring platform, it can be seen that from December 1, 2021 to January 2, 2022, Jiao Nei's platforms such as Weibo, Xiaohongshu, and Douyin were mentioned by 139 bloggers in 148 articles, and the total number of interactions reached 802,000, creating a media influence value ™ of 7.2 million. Among them, Weibo bloggers @ Shijiu Youzai, Xiaohongshu bloggers @AyanWang, @ Li _Linghui_, @Li Lifeng, etc. have all been shared and discussed on social media platforms.
The image comes from parklu KOL's relationship management and data analytics platform
PepsiCo taps into emotional resonance and builds relationships with young consumers
PepsiCo has always used "emotion" just right in New Year's marketing, firmly grasping people's deep feelings about "home" to do articles. At the end of 2021, Pepsi Spokesperson @ Wang Jiaer, @GEM Tan Ziqi, @ Li Xianing, Mei Nianda Spokesperson @TFBOYS - Wang Yuan and Pepsi New Year Spokesperson @ Liu Haocun jointly performed Pepsi 2022 # Bring Le Home # New Year Celebration Film. The film is cut into the scene of Chinese New Year's Eve meals on Chinese New Year's Eve night, from a drop of Pepsi to the scroll, the traditional Spring Festival world in Danqing is activated in an instant, unfolding a beautiful picture full of tension, which is both freehand and vivid.
This time, PepsiCo also used the perspective of young people to create 4 new year theme jars of rui beasts: the golden lion, tiger, magpie and koi four rui beasts appeared on the body of the can, bringing out "Pepsi Cola", "Seven Joys Linmen", "Mei Nian Tengda", "Tiger tiger shengwei" New Year auspicious words, conveying the meaning of New Year blessings. Not only that, PepsiCo also integrated the red envelope customs of the Spring Festival into the digital experience, and joined hands with Tencent and Alipay to bring a comprehensive upgrade of the red envelope activities, crossing the restrictions of time and space, and driving two generations to share the youthful interaction of the traditional Spring Festival.
As of January 2, 2022, the Weibo topic #New Year's Day Pepsi has received 210 million reads and 2.799 million discussions. Brand endorsers publish videos and participate in events on their accounts to increase brand exposure and event engagement.
From the PARKLU data monitoring platform, it can be seen that from December 20, 2021 to January 2, 2022, PepsiCo was mentioned by 116 bloggers in 137 articles on social media such as Weibo, Xiaohongshu, and Douyin, of which 27% were big bloggers, 12% were middle bloggers, and 60% were small bloggers and grassroots bloggers; as of now, the brand has created a media influence value ™ of 6.7 million yuan.
If Rolife comes to launch the national tide gift box, online and offline linkage marketing
If the new domestic cultural and creative brand Rolife comes to launch the Year of the Tiger Good Luck Guide Creative TVC, it is released on social media platforms and uses the game of forwarding the lottery to increase the reach. During this period, the popular new Nanci Twenty-Four Solar Terms, Autumn Harvest Winter Collection series was launched, triggering a rush of fans.
Ruolai also held SURI Su Rui "Star Dream Galaxy" 丨 Winter Theme Exhibition in Guangzhou, Shanghai and Wuhan respectively, "Fubao Driving, Jingxi Linmen" is the first exhibition in the country, and the special exhibition of the Year of the Tiger in the Year of the Five Tigers, which attracted bloggers and audiences to take photos and punch cards on the spot.
The linkage between online and offline has increased the popularity of Ruolai and enhanced brand awareness. From the PARKLU data monitoring platform, it can be seen that from November 25, 2021 to January 2, 2022, Ruolai was mentioned by 160 bloggers in 191 articles on social media such as Weibo, Xiaohongshu, and Douyin. Among them, Weibo blogger @ Unbox Superman, Little Red Book blogger @ Magic Fairy Bean's Blind Box, @Twelve Demolition, etc. have all posted articles to participate in the discussion.
Shanghai Nanjing Road Pedestrian Street carried out whole-street linkage marketing
Shanghai Nanjing Road Pedestrian Street for the first time to carry out the whole street linkage market, more than 10 time-honored brands, the same model of Jinbo, Shangbo Cultural Creation jointly settled in the New Year's Market, in Nanjing Road Pedestrian Street Seventh Heaven Building opened the curtain. Xinghualou's New Year gift box, Taikang's "Shanghai dialect" element new products, Shangbo Wenchuang's "tiger" shaped pillow, the old city god temple pear paste candy and the well-known IP Qiaohu, cross-border launch of "Tiger Tiger Shengwei New Year Gift Package", etc., through the main Nanjing Road Pedestrian Street this big "IP", so that "a group purchase coupon, buy all over Nanjing Road" becomes a reality. It is understood that tens of millions of group purchase coupons were sold out in a short period of time on the first day of the launch.
After reading these New Year's marketing cases, have you learned?