January is quietly coming, in this festive month, you are preparing for marketing planning, you should seize the opportunity!
In January, winter is accompanied by the arrival of a first snow, and time rushes us to usher in 2024, in this moment full of hope and opportunity, New Year's Day, Laba, Big and Small Cold and other festivals are coming.
The success of marketing for major brands is of course inseparable from just the right timing and high-quality content, come and revisit the classic marketing cases of previous years with Pimax and think about how to succeed in this dynamic January!
1. National festivals
1. January 1 New Year's Day
(1) Borrowing elements and directions
Elements: New Beginnings, Wishes, Good Luck, Positive Energy, Growth, Gifts
Direction:
- New Year's Eve elements are combined with products to create a festive atmosphere;
- Introduce life scenes into the ad copy to build momentum, such as year-end inventory, New Year's resolutions, etc.;
- Grasp the keyword "New Year" and start "anew" in combination with brand interpretation, such as "New Year's Don't Promise", "I Wish You, Start from "Fresh"" and so on to attract users to participate.
(2) Precautions for borrowing
- The festive atmosphere should be festive and not dull;
- Combined with the characteristics of the product, there are not many elements in the refinement;
- Pay attention to online and offline linkage to expand marketing effects.
(3) Reference cases
Nayuki's tea "CUP Art Museum" and artist AKIJIANG have launched six New Year's Eve cups, picking out the "most eager to step out of the TOP6" to review this extraordinary year, and then borrow some courage from the New Year to step out of the shackles and be a better version of yourself.
Meituan's takeaway courtesy season, don't ask for gifts for the New Year!
Xiao Yueyue's sentence "Swallow, I love gifts" evoked the youthful memories of countless people, and also opened a blockbuster of Meituan Takeaway's New Year's fancy "gifts". Combined with the brainwashing copywriting of "xxx, in place immediately", Meituan's service goal of delivering in as fast as 30 minutes is further deepened.
Andy Lau said that "to be a king of heaven starts from being a newcomer", this newcomer's momentum is quite consistent with the brand spirit of Head & Shoulders, just as New Year's Day is a new beginning. Head & Shoulders uses the "newcomer spirit" to connect the artist, the brand and the audience, so that everyone can meet Andy Lau, a "newcomer" who has debuted for more than 40 years, in the New Year, and call on everyone to "start from scratch and start from the newcomer".
2. January 18 Laba Festival
(1) Borrowing elements and directions
Elements: Laba porridge, homecoming, reunion, New Year's flavor, lively, nourishing
Direction:
- crispy young people's health literature, combined with Laba porridge and other products for marketing;
- excavate the connotation of the festival, highlight the warmth and liveliness, and awaken the memory of the New Year;
- Combined with the brand tonality, product placement is carried out to create an emotional connection and a sense of companionship.
(2) Precautions for borrowing
The Xi customs of the north and the south are different from the traditional food, so don't confuse them.
(3) Reference cases
As the saying goes: Laba is the New Year, but now it is difficult to see the lively scene of the New Year when I was a child: adults sit around at home and eat melon seeds and pull homely things, and children rarely get together to play games harmoniously and go out to set off firecrackers...... The taste of the New Year is fading, and there is no lively scene of greeting each other and walking around during the New Year, which is quite nostalgic. At this juncture, CMB Wealth Management found a story that everyone can empathize with, and presented a Chinese New Year film with a smile and warmth for everyone.
Taking the "Silver Heron" train, from the green train to the high-speed high-speed rail, the time that has passed away is a long-time unheard fireworks in the world. Yinlu's short film recreates the long-lost fireworks in the world and awakens the childhood memories of many strangers. No matter how rapid the times are, the mood of returning home remains the same, just like Yinlu, the original intention of "bringing love home" will not change.
Ele.me has launched the "Ele.me Seasonal Official" program, which has launched a new track of influence in the traditional cultural marketing of "seasonal food customs" in the field of local life, leading the current Chinese people to chase the social trend of seasonal food. Through the adaptation of familiar poems, coupled with the festival symbol Laba porridge, and a funny note as an innovation, it not only arouses the attention of everyone's traditional culture, but also creates a festive atmosphere.
3. January 26 International Customs Day
(1) Borrowing elements and directions
Elements: cross-border e-commerce, customs, duty-free, limited-time discounts, international logistics
Direction:
- Keywords such as discounts, duty-free, and customs days to attract the attention of the audience, and promote promotional activities for overseas shopping, limited-time discounts, etc., to attract consumers;
- Cooperate with domestic and foreign logistics companies and cross-border e-commerce platforms to carry out co-branded marketing to increase the brand's exposure on social media;
- Plan activities in customs-related scenarios to increase user participation.
(2) Precautions for borrowing
- The marketing planning process must ensure that the event is legal and compliant;
- It can be combined with educational content to introduce international trade, cross-border logistics, customs policies and other related knowledge.
(3) Reference cases
ICBU是InternationalCoreBusinessUnit的缩写。
Founded in 1999, Alibaba International Station is the first business segment of Alibaba Group. Now it has become the world's leading B2B e-commerce platform for cross-border trade. This time, he used short video advertising to promote ICUB at home and abroad, and has formed his own cultural keywords, telling users about his brand culture: authenticity is not pretending, global awareness, active collaboration, innovation and efficiency.
Tmall Good Luck Claim Office: Luggage is in transit, and life is also in transit. At the baggage claim area at the T3 arrival place of Hangzhou Xiaoshan International Airport, it was changed to [Tmall Good Luck Claim Office] by Tmall Explosion, you can't hide as long as you are waiting for your luggage, because you will always stare at the conveyor belt...
"Good luck is turning its way to you"
"Luggage is in transit, life is in transit"
"Along with the luggage, I am happy to carry it: no hurry, no water reversal, less worry, no trouble"
"In 5 minutes, the wind in Hangzhou will hug you"
There are also words such as "On the way, there will be a transfer", etc., in the context of departure and arrival at the airport, which makes people smile. The whole event was carried out in a special commercial medium, which not only fitted the scene, but also reached users in a relaxed way, which well conveyed the theme of "good luck per capita".
Second, the solar term festival
1. January 6 Xiaohan
(1) Borrowing elements
Snowflakes, cold winter, warmth
(2) Leverage the direction
- In the production of flat posters, cold colors can be the main color, supplemented by some warm colors as embellishments, adding a sense of atmosphere of solar terms;
- Combined with the dietary avoidance in the cold season and the special node at the beginning of winter, the corresponding food products are launched, such as health preservation, warm winter, winter care, etc.;
- Experience activities related to Xiaohan culture, such as Xiaohan Xi display, cultural experience activities, etc., increase the cultural connotation of the brand.
(3) Reference cases
Xiaohan marks the official beginning of winter, in this coldest season, what do you rely on to warm yourself? Manual screenshot, get the most suitable "Xiaohan" warm winter items for you! I hope you can have this warm winter item that belongs to you in the next year. While enhancing user participation and interaction, Buick's new products are added to the warm winter products, which is in line with the publicity concept of "spending the winter with you, a little cold is not cold".
According to phenology, Migu Video combines various elements in diet, Xi, and solar terms verses to produce a series of exquisite small cold calendars and related topics, such as: 239 on a small cold day, freezing to shivering; going home for the New Year, are you looking forward to it?; one waiting for Yanbei Township, two waiting for the nest of the bird, etc., accurately cutting into the climate characteristics and cultural connotation.
2. January 20 Great Cold
(1) Borrowing elements
Homecoming, welcoming the New Year, warmth, companionship
(2) Leverage the direction
- seize the opportunity of the approaching New Year, combined with the cold to build momentum for the Spring Festival;
- Combined with the theme of returning home and accompaniment, the warmth of home is contrasted with the coldness of the solar terms, and then the product fit is found for marketing.
(3) Reference cases
Just in time for the great cold, Huawei launched a short video titled "The Great Cold is Coming, the Year is on the Road", which presents the New Year's flavor of the herdsmen in the extremely cold grassland. The snow-capped glacier is still a good scene for galloping horses, the smooth and fragrant milk tea boiling on the stove, and the children's childhood fun – snowman, which fits the theme of "the great cold has arrived, and the year is not far away", and also arouses everyone's eagerness to return home.
"The cold does not feel cold", Arrow Sanitary Ware reminds everyone, even in busy days, do not forget to add a warmth to the home, pass on love to the family, and at the same time pay attention to keeping warm, so that the heart is warmer.
Going home is the best gift, Jiang Xiaobai's marketing copy "Home is enough to resist the cold, and it is not easy to store you", home is a place that does not require you to return to your hometown to shelter you from the wind and rain, and when you go home, take off your guard and accompany your family with sincerity is the best way to survive the cold.
3. Summary
The above is the January marketing nodes and cases compiled by Xiaopai for everyone, when planning the festival, we should pay attention to finding the meeting point between the brand and the festival, and avoid blindly following the trend!
Remember to promote cultural experience according to the characteristics of solar terms, find the right user reach channel, and convey the cultural connotation of the brand.
I hope that in the new year, everyone's marketing will be booming and achieve better results!
Author: Ding Ziran
公众号:运营派(ID:yunyingpai666)
This article was originally published by @运营派 on Everyone is a Product Manager and is not allowed to be reproduced without permission
The title image is from Unsplash and is licensed under CC0
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