Just "volume" after the completion of the 520 Valentine's Day, Qixi Valentine's Day has quietly arrived, as the most romantic Chinese traditional festival, such a hot node, how can the brand let go? Brands have their own tricks, there are creative short films, posters, innovative products, as well as joint cooperation, there are fun and interesting, and there are romantic and moving...
Today, Trend Jun has brought 8 brands of Tanabata marketing cases to see how brands break through the "love" barrier.
Luckin × sad frog, Tanabata does not grunt
Case Introduction
The sad frog became popular on the Tanabata network two years ago because of its "grunting" call, and this "lonely and widowed wind" has been blowing to this day. Every Valentine's Day, the sad frog is moved out, and single people use it to express their "widowhood" and "sadness" on the day of the holiday.
Luckin Coffee invites this most popular IP on Valentine's Day, Sad Frog, to become the messenger of Luckin Tanabata, and recommends Tanabata Special Drink, Baili Sweetberry Latte and Warui Strawberry Latte while sending blessings to everyone. The sad frog is hot because of the harmonic stem, then the harmonic stem continues, and the frog Rui is the meaning of the very, representing the union of the sad frog and Luckin. Tanabata does not grunt, frog Rui likes you!
Trend interpretation
Whether it is a joint brand with coconut palm juice, which set off a wave of coconut juice and coffee in the spring and summer of this year, or tanabata and sad frog cooperation, Luckin is good at finding the most suitable IP at the marketing node. Carry out creative cooperation with matching IP in products, packaging, publicity, etc., to achieve the effect of 1+1>2.
Luckin's continued popularity is not only due to fun and fun marketing, but also because it continues to launch new products that are loved by consumers. This year's Tanabata special drink Baili sweetberry latte and Wa Rui strawberry latte, two cups of coffee have the same appearance, but the soul is different, one cup represents micro-drunk, one cup represents sweetness, scene segmentation, demand segmentation, suitable for different groups of people. The Baili Sweetberry Latte adds a little mellow and smooth Bailey's liqueur to the Wow Rui Strawberry Latte, combining the "morning c and evening a" that young people love at the moment.
Hanashiko "Tanabata Thrush"
Case Introduction
Hua Xizi launched the first flower shadow animation "Zhang Chang Thrush" at the Qixi Festival, which is one of the four major romantic love affairs in ancient China. The animation tells in detail the sweet story of him drawing eyebrows for her, bringing a more intuitive visual feeling to the audience, so that the story is no longer more than verbal and book, but more vivid. Use historical stories to inherit the subtle and affectionate Oriental romance that belongs to the Chinese people.
Trend interpretation
Behind this Tanabata Oriental romance, we can see Hua Xizi's hard work in promoting oriental aesthetics, and maintain the continuity and unity of oriental communicators from packaging design, product technology, interactive experience, brand building, etc.
Along the new process of Chinese culture, we extract user emotions and brand cores, and find a balance in the collision of "youthful expression" and "interpretation of traditional culture", so as to continuously improve our brand power. Whether it is emotional interaction or cultural sublimation, at such an important node as Tanabata, brands are more conscious than ever to create their own magnetic field.
The first marriage proposal in the metaverse, dare I DO?
Case Introduction
Tanabata is a popular time for marriage proposals, and I DO opened a meta-universe marriage proposal today - the princess adventure. Users can choose their own identity, invite the other half to unlock the meta-universe space exclusive to the two, and explore different love moments across time and space. Before the marriage proposal began, the I DO jewelry cabinet in the meta-universe was designed, and 3 I DO True Love Coronation Series Princess Diamond Rings were launched for users to choose, and the happy moments of the marriage proposal will be retained forever.
Trend interpretation
As a global wedding ring master, I DO expresses the precious emotions between lovers with works full of love and happiness. Before Tanabata, the first launch of the True Love Coronation Series Princess Diamond Ring, "True Me", "Love" and "The Only Crown" 3 new products all use royal design elements, and add the love stone ruby, the two crown true love together, guard true love.
The metaverse marriage proposal launched on the day of Tanabata adopts the most popular metaverse concept of the moment, love, can cross dimensions, can also cross time and space, who will refuse to create a moment of love with the loved one in the I DO metaverse?
Bottega Veneta: Love, on the road
Case Introduction
Today, Bottega Veneta released a one-minute Tanabata advertising video in which two couples wearing Bottega Veneta's Tanabata limited pieces ride their bicycles around Qingdao. Beaches, streets, green spaces and shades of trees are full of youthful atmosphere and summer atmosphere.
The short film does not have a single line, even erases the human voice, and in the soothing background music, it only shows the couples' feelings for the city of Qingdao and their love for their lovers. There is no deliberate highlight of any product, the product and brand are like a breeze, gently integrated into the short film.
Trend interpretation
With the rise of China's consumer market, major luxury brands are paying more and more attention to the marketing of traditional Chinese festivals. In 2016, DIOR launched the Tanabata special model and officially launched the "Tanabata Scramble" for luxury brands. However, due to various reasons such as cultural differences, luxury brands often overturn the marketing of traditional festivals, which is counterproductive. However, this year's BV short film has aroused unanimous praise from inside and outside the industry and has become a work out of the circle.
Tanabata limited series of clothing, BV did not do the so-called Chinese style innovation on the surface of the product, but continued the brand style of "simple but not simple". In the short film, the protagonists wear black and white suits, BV green knit shirts, carrying classic CASSETTE bags, the costumes and environment are just right to blend together, and at the same time, the romantic retro style brings a full sense of atmosphere.
Meituan: "Tanabata Flower Language"
Case Introduction
Tanabata, Meitu worked together to write a lifelong love of Aunt Qiong Yao to create a short film "Tanabata Flower Language". This is a TVC that only has the voice of Aunt Qiong Yao, the opening introduces a variety of flower language, different flowers represent different love, but flowers have flowering periods, love is also the same, when life chai rice oil salt and love collide, love will be transformed into other ways into life. The short film explains the truth that love begins with a vigorous beginning and eventually leads to plainness and eternity.
Trend interpretation
How many people's initial imagination of love comes from Qiong Yao drama? Meituan and Aunt Qiong Yao linked up to impress users with feelings and memories. This short film jumps out of the sweet shackles of love and insight into the true nature of love. When the enthusiasm of love dissipates and goes flat, Meituan sends suggestions for users, it is better to add some sense of ceremony for love, send a gift of love to each other on Tanabata, give the user a soft blow inside, and circle the brand.
Tmall: "Love Meets"
Case Introduction
Tmall's "Love Looking" short film tells six love stories about the eyes, the picture is six pairs of loving couples, and the voice comes from six brand stars, who are called "Tmall Love Support Officers".
The short film begins with the question "Does love deceive people?" The question, which was then given the answer," was "The look of love for a person never deceives."
"Everyday Eyes" is voiced by Rado brand ambassador Jin Chen, a couple walking together, talking about whatever they see, because with you, everything is boring and fun. "Acacia Eyes" tells the story of the girl who is on a business trip, hiding her partner's "careful thoughts of love", and Song Zu'er, the spokesperson of the Kao Le erya brand, voices the story. In addition, there are determined eyes, indulgent eyes, expectant eyes and eager eyes, with Li Qin, Liu Lian, Zhou Ye and Zhou Yutong as Tmall love support officials."
Trend interpretation
In love, the most overlooked, but most moving and sincere, is these moments of eye contact. Tmall takes this as an entry point to tell an ordinary and beautiful love story that touches the audience. Carefully prepared clothes for the date, lover secretly hidden in the bathroom in the suitcase, lipstick, aromatherapy ... These objects themselves are extremely ordinary, but because of love, they have a deeper meaning, changing from objects to relics.
These love stories come from Tmall users, so the short film takes the core of the user, and the brand and the star take a step back to let the user feel the heart of Tmall on the day of Tanabata.
Perfect Diary × China Post: Weaving Love with "Letters"
Case Introduction
Chinese Tanabata is a festival with the legend of the meeting of the cowherd weaver girl Queqiao, perfect diary continues the design of "envelope gift box", returns to the traditional Chinese Tanabata story, extracts the theme of "weaving love", and launches a new Tanabata limited edition gift box.
Trend interpretation
Judging from the perfect diary Tanabata limited gift box, the brand's focus is still on pulling node sales with the help of Tanabata. However, for the bridge section of "letter communication", many consumers believe that the brand's operation has a sense of temperature. "Communicating by letter" not only increases the sweetness of consumers, but also differentiates the emotional bond between brands and consumers.
Most importantly, Perfect Diary's approach of "condensing tenderness into envelopes and weaving honey into delicate makeup" has continuity. Relying on the combination of products and emotions, Perfect Diary not only creates a sense of festive atmosphere, but also cleverly conveys the brand's concept of love and quality.
Alimama: Talk about love with "love vegetables"
Case Introduction
Alimama's big brand New Day joined hands with seven brands to create a "Tanabata Love Vegetable Cultivation Base", creating seven exclusive "love vegetables" through carefully cultivated vegetables with strange shapes, expressing love and recommending new brand products.
"Fresh love pepper" said "I love love Not finished", the secret of preservation is the double Liren vacuum preservation bag; "Drunk tomato" feels that its "open smoking" is to be slightly drunk with you, and slightly drunk on the small universe to drink bayberry liquor bubble water; "Baota dish" is our love will definitely want the pagoda to stand, talking about love is like playing a game, need to operate and guard, buy an alien game book...
In addition to creative short films and posters, Alimama also launched the same doll of "Love Vegetables" and the digital collection of "Tanabata Love Vegetables" to keep this "Love Vegetables" forever.
Trend interpretation
What gifts to give on Valentine's Day has made many people in love rack their brains, and Alimama's Tanabata creativity this year can be described as full of hearts and interlocking.
"Love vegetables" have become the carrier of "love words", holding the same doll, and then using NFT forever hidden, so that lovers can express their love in a strange way. In addition to the heart, there is more novelty. There are many people buying vegetable dolls at high prices, and a "vegetable" is difficult to find.
Although the Tanabata marketing of these brands has its own characteristics, they all follow the principle of innovating on the basis of maintaining the connotation and characteristics of the brand, and no matter when, the brand cannot forget the original intention. At the same time, wonderful marketing, should have good products as the basis, good content and good products are "1", only with this "1", can we use good marketing to add "0" to the back.