In October, in addition to the traditional National Day and Chongyang Festival, there are also popular holidays such as Chinese Programmer's Day and Halloween to take advantage of marketing. This article will give you more information about these holidays, as well as marketing strategies and success stories for these holidays to help you run targeted marketing campaigns in October.
October is coming, the double festival is also coming, autumn is high, it is a good time for marketing ideas! Xiaopai carefully sorted out the popular festivals and related cases in October to help everyone grasp the marketing hot spots in advance, let's take a look at what festivals worth paying attention to this October~
1. National holidays
1. October 1 National Day
(1) Borrowing elements and directions
Elements: national flag, celebration, family and country feelings, blessings, motherland rivers and mountains
Direction:
- Combined with the elements of National Day, provide users with special offers, discounts or gifts to express their gratitude and blessings to users.
- By excavating the historical significance and cultural connotation of the National Day, combined with the product, it triggers the user's love and pride for the motherland.
- Hold online or offline events with the theme of National Day to increase user engagement and brand awareness.
- Initiate public welfare activities, pay attention to social issues, transmit love and positive energy, establish brand goodwill, and pay attention to the development of the motherland with users.
(2) Pay attention to the situation
- Make sure the borrowed elements match the attributes and brand image of the product itself, and avoid overcrowding festive elements.
- It is necessary to have a clear borrowing theme, highlight the core values related to the National Day, and do not talk in generalities, so as to better resonate with users.
- Avoid factors or behaviors that damage the image of the country and avoid triggering political sensitivities
(3) Reference cases
During the National Day, Tmall Super Brand Day launched the "City Super Adventure" special plan, uniting 8 major brands such as Anta, VANS, Royal, Casio, Rémy Ma, JBL, ROSEONLY, and Rainbow Sugar to set up check-in points in 8 major cities to bury surprises. This National Day holiday, Tmall Super Brand Day hopes to let more people open up another side of the city during their travels and start a wonderful journey hidden in the city scenery through landmark surprises.
Taking advantage of the golden opportunity of the National Day, Yadi took the Guanneng 3 S9 MAX to Ganzi, which has a strong ethnic style, and cooperated with well-known photography bloggers and installation artist Huan Huan to create a creative installation of Tibetan-style electric vehicles. Yadea's National Day marketing perfectly integrates the brand with National Day elements to enhance market competitiveness.
Midea took advantage of the National Day hotspot to design a National Day themed poster to highlight the strength of science and technology and the image of modernization. The poster shows that Midea, as a domestic brand with innovative scientific and technological strength, has developed and grown in the modernization construction.
Through the combination of scientific and technological elements in the image and National Day elements, the status of beauty as the soul of contemporary power is emphasized. Midea's National Day marketing case makes full use of the opportunity of National Day to showcase the power of science and technology through hot posters and highlight the national brand image.
2. October 23 Chung Yeung Festival
(1) Borrowing elements: Borrowing elements and direction
Elements: chrysanthemum, longevity, old age, respect for the elderly, health
Direction:
- With the theme of respecting the elderly and valuing the elderly, combined with festive elements and products, it expresses respect and blessings to the elderly and launches products or services that are beneficial to health.
- Through public welfare activities, volunteer services and other ways, pay attention to the life and health of the elderly, and establish a good brand image and word of mouth.
- Products or services related to family and affectionate care.
- Combined with the history and cultural connotation of the festival, we will launch products that meet the festive atmosphere, such as traditional cultural gift boxes, fine tea, etc.
(2) Pay attention to the situation
- Pay attention to the handling of festive details to avoid losing the particularity of festive elements in the festive atmosphere.
- Respect the elderly.
- The borrowing trend should be in line with the characteristics and positioning of the brand, do not blindly follow the trend, and avoid excessive marketing of the borrowing trend.
(3) Reference cases
Moutai and NetEase News have jointly developed a fun mountaineering H5 mini game, based on the traditional customs of Chongyang Festival. In the ancient painting, users can experience the wide river and red water of the six peaks of Moutai, and incarnate the Q version of Moutai characters to climb step by step, and finally obtain the title. This game allows users to feel the festive atmosphere without leaving home.
The game is themed around the six raised peaks of Moutai Distillery in Renhuai City, Guizhou Province, including "Han Sauce Mountain" and "Feitian Mountain". Users can choose their favorite mountain to start climbing, each with a unique challenge. During the climbing process, users need to overcome various obstacles and collect Moutai liquor-related props to finally reach the summit.
Through this game, Moutai shows its traditional cultural heritage to users, and also conveys to people the concept of maintaining health and pursuing self-breakthrough. As a fun and beautiful game, it will allow users to feel the festive atmosphere at home, and also provide an innovative publicity platform for the Moutai brand.
"What Do You Say" Baidu Chongyang marketing campaign successfully interprets the communication gap between parents and children. According to Baidu's big data, the elderly secretly search for popular words of young people, eager to be closer to their children. Taking this as an opportunity, he planned the "What Do You Say" event, and the name was inspired by the mantra of the elderly. The "What Do You Say" campaign takes the Chung Yeung Festival as an opportunity to call on everyone to care for and accompany their parents in a way that young people love, and deepen the emotional connection of the brand.
Family is our first "insurance" against health risks, and it is also our lifelong "insurance". Ping An Health Insurance partnered with Sesame Watermelon to launch a popular short film "Insurance for a Lifetime" at the Chung Yeung Festival, based on this insight. Through this touching story, we hope to convey our cherishing and gratitude to our families and call attention to health protection, especially during the traditional festival of Chung Yeung Festival.
3. October 24th China Programmers Day
(1) Borrowing elements and directions
Elements: code, programs, programmers, keyboards, innovative technologies
Direction:
- With the theme of celebrating Programmer's Day, display and promote innovative technologies, cutting-edge technologies and other programmer-related products or services.
- Plan related topics, emphasize the professional ability, creativity and teamwork spirit of programmers, share the efforts and efforts behind programmers with users, and deliver positive energy.
- Provide technical training, online sharing sessions and other activities to encourage users to learn programming and technical knowledge, and stimulate interest in scientific and technological innovation.
- Combine the atmosphere of Programmer's Day to launch innovative products or services that meet the needs of programmers to attract target users.
(2) Pay attention to the situation
- For the programmer community, you can cover more in-depth technical topics or content, but pay attention to the popularity of language expressions and avoid over-specialization.
- In the process of borrowing the situation, it is necessary to respect the professional identity and work results of the programmer, and avoid belittling or satirizing the image of the programmer.
- Ensure that the content used to leverage the event or promote is of real value to programmers and meets their needs and expectations.
- The momentum should be consistent with the positioning of the product, focusing not only on technology, but also on the practicality and user experience of the product.
(3) Reference cases
On October 24, TCL Bird Lab released a promotional video about programmers, breaking people's stereotypes of programmers and making people realize the other side of programmer diversity.
On October 24, JD Computer Digital × Social Touch released a short film focusing on the daily real life of programmers "Love Code Out of New World".
Programmer Festival, Tencent held a technology week, not only a series of activities such as customized couplets, on-site interaction, etc., but also prepared gift bags for Goose Factory technicians, including neck pillows, eye masks and earplugs.
4. October 31 Halloween
(1) Borrowing elements and directions
Elements: Halloween, pumpkin, ghost, wizard, horror, makeup, candy
Direction:
- With the theme of Halloween, we will launch themed events related to ghosts and wizards.
- Combine Halloween elements to create products that suit the festive atmosphere.
- Host Halloween interactive events through online social media platforms.
(2) Pay attention to the situation
- Respect and preserve the cultural connotation of Halloween and avoid over-commercialization or the glorification of terror, violence and other inappropriate behavior.
- Avoid using images and content that is too scary or gory to cause discomfort or trigger adverse psychological reactions for some users.
(3) Reference cases
Holly has partnered with Halloween to launch two unique holiday products. The first is the imp cake, not only the cake itself presents a cute little ghost image, even the dinner knife is also designed in the style of the little ghost, and the packaging is even more ingenious, giving people a strong sense of substitution. The other is "What the hell frisbee bread", which combines Halloween with the current hot Frisbee sport, showing a combination of fashion and fun.
In the Halloween video, Holly cleverly blends scenes of everyday life with Halloween, wittily presenting "After work for a meeting, what the hell?" "Weekend team building, what the hell?" The situation of "what the hell is it if you don't sleep at night". Holly breaks the traditional imagination in a creative way, filling young people with surprise and fun. The Halloween series of products attracts more young people to participate and creates a strong festive atmosphere for consumers.
With Halloween just around the corner, Uber Eats released a spooky Halloween-themed mini-movie, Don't Run Out. As a well-known food delivery software, Uber Eats is an independent application for Uber to provide food delivery services around the world. This micro-movie borrows classic Halloween elements in the styling design, giving people a familiar and terrifying feeling. Through music, graphics, and visual design, the micro-film creates a terrifying Halloween atmosphere and uses supernatural events and fears to remind people to have candy ready for Halloween. If you're not ready, buy it with Uber Eats.
KFC cooperated with the mobile game "The Fifth Personality" to launch the "Halloween Detective Adventures" event, which brought surprises to young mobile game players. Participating in the event is very simple, just register as a KFC WOW member, order food buffet through the APP or mini program or purchase a designated set menu in the store, and you can get a precious fashion Miss K upgrade prop for the role of perfumer in the mobile game.
This cooperation not only targets the young group behind the mobile game IP, but also highlights the "fit" between the KFC brand and the "Fifth Personality" IP. The two have a high degree of compatibility in terms of absurd gothic style, suspenseful brain-burning plot and Halloween atmosphere. KFC chose to cooperate with the "Fifth Personality" IP, making full use of the characteristics of IP in line with the festive atmosphere, creating more creative content, making the entire marketing natural and smooth, and avoiding the embarrassing mismatch between brand, festival and IP.
2. Solar term festival
1.10.8 Cold dew
(1) Borrowing elements
Elements: autumn leaves, frost, cold air, cooling, warmth, tonics, health, persimmons
(2) Borrowing direction
- The elements of the cold dew solar term can include natural landscapes such as autumn leaves, frost, and cold air, and these elements are used to convey changes and temperature drops in autumn.
- The cold dew solar term is a solar term that enters the cold stage in autumn, which can take advantage of the situation to convey the concept of warm and nourishing diet, introduce warm ingredients or provide warm food to meet the needs of consumers.
- The cold dew solar term is an important period for health maintenance, which can take advantage of the situation to pass on the concept of caring for health and preventing colds, and launch related health care products or provide health consulting services.
(3) Reference cases
iFLYTEK Cold Dew Solar Term Chart, using posters to create a relevant atmosphere, "Qi leads to cold dew, light closes to the sunset". I also wish everyone a good and happy cold season!
The persimmons, wine, chrysanthemums and other elements in the Tmall Hanlu solar term map complement each other with the content of the theme of cold dew in the copywriting, and jointly convey the image of autumn, harvest and beauty through the combination of vision and text, and deepen the reader's understanding and feeling of the solar term.
By depicting climate change and reminding to keep warm, it conveys concern for the reader's health and creates an emotional connection with the reader in combination with the brand positioning. This kind of copy can not only resonate with readers, but also help establish the brand image of 360 Company.
2. October 24 Frost
(1) Borrowing elements
Elements: Autumn and winter transition, cold, frost, warm, pine cone, stove, tonic health
(2) Borrowing direction
- Take the frost and solar term as an opportunity to pay attention to the elderly in the community, the lonely elderly and other people in need of care, and hold warm care activities.
- Take advantage of the autumn-winter transition to promote a healthy and nutritious diet.
- With the cold climate as the background, the home warmth products are launched to make consumers feel warm and comfortable.
- Take advantage of the frosty natural landscape to carry out outdoor adventure activities, so that people can get close to nature and enjoy the beauty of nature.
(3) Reference cases
Canon made a poster indicating #Frostfall# today. Dew deep flower air cooling, frost crab paste fertilizer.
Tmall launched a frost solar term chart to remind consumers to pay attention to temperature and seasonal changes.
Frostfall is one of the twenty-four solar terms in China, marking the end of autumn and the beginning of winter. As a popular drink, cola has always been associated with joy, vitality and sharing. Joint marketing can combine frostfall with elements of cola to create unique campaigns and promotional effects.
III. Summary
The above is the October marketing nodes and cases compiled by Xiaopai for everyone. In the October calendar, each holiday has its own unique characteristics and core values, and we need to find elements that match the brand and create a unique marketing strategy.
I wish everyone a marketing road full of inspiration and creativity in October, and a full harvest~
Author: Li Miao; Official Number: Operation Party (ID: yunyingpai666)
This article was originally published by @OperationPai on Everyone is a product manager, and reprinting without permission is prohibited.
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