The beginning of May is a marketing war, are you ready? Xiaopai has sorted out the relevant festivals and cases in May, marketing should be prepared in advance, first take a look at the marketing strategy in May and then make specific arrangements, I hope it will help you prepare for marketing in May.
1. National festivals
1. May 1 Labor Day
(1) Borrowing elements and directions
Labor is the most glorious, salute to laborers, holiday arrangements, May Day holiday, travel supplies, May Day different postures
(2) Precautions for borrowing
- The brand pays tribute to workers in different fields from its own characteristics, and can send condolences and praise for labor behaviors for traffic police, captains, conductors and others who still stick to their posts on May Day, or pay tribute to workers in related fields in combination with brand culture.
- During the May Day period, online shopping platforms can carry out promotional activities, such as group purchases, limited-time flash sales, shopping discounts, etc., to attract people who have not traveled to spend online and increase the sense of participation during the holiday. Offline supermarkets or restaurants can also join promotions to stimulate consumption.
- When making a holiday travel strategy, in addition to introducing the beautiful scenery and travel routes of other cities and the city's food recommendations, you can also make additional introductions to the cameras in the scenic spots that are suitable for taking photos and punching in, so that people who like to take photos and check in can take beautiful photos and leave a good impression of the city.
- Brands can use their own characteristics to align with the direction of travel goods, such as clothing brand stores can promote travel wear, makeup-related brands can use travel makeup to promote and build momentum, daily necessities stores can use travel to promote and so on.
(3) Reference cases
With the slogan "Salute to the workers, you live up to the top is so beautiful!", vivo used its brand mobile phone to take a photo of all kinds of workers looking up together, which means that in this festival belonging to the workers, it recorded the appearance of 30 workers living upward. Raise your head from your busy work, feel the spring air, and enjoy life!
Coca-Cola's slogan, "Don't be busy, take a break," features a group of people working in various occupations sitting above the city, calling for "no work on Labor Day."
Fliggy used AI technology to draw a set of posters in different styles for various tourist destinations around the world, calling on everyone to see is believing. Use posters to attract the public to travel on May Day, and use Fliggy to solve travel problems.
2. May 4 Youth Day
(1) Borrowing elements and directions
Youth spirit, dreams, struggle, attitude
(2) Precautions for borrowing
- A generation has a generation's cultural spirit, and the mental state that young people in the contemporary era always mention: crazy. Brands can cater to young people on May Fourth Youth Day, launch crazy literature slogans to attract young people, and complete every task in a state of madness.
- Young people have a wide age range, which can promote the beauty of youth of different ages in different ages and alleviate the age anxiety of young and middle-aged people. Beauty brands can advertise that everyone is beautiful and age is not an issue.
- Different brands can use the attitudes and behaviors of contemporary young people to promote, such as young people's internal friction and positive, both lying flat and hard-working.
(3) Reference cases
On the May Fourth Youth Day, Want Want designed a young image of Want Want named "Scholar" to celebrate the May Fourth Youth Day.
As the official supplier of the 2022 Hangzhou Asian Games, ARROW Sanitary Ware designed a poster on the May Fourth Youth Day, which has both brand products and silhouettes of a man and a woman jumping, with the slogan "Love and always move forward".
The theme of the poster designed by NetEase Cloud Music on Youth Day is "Strugglers are Youth", and the color of the poster is red as the main color of NetEase Cloud Music logo, and there is a character image with a hurdle in the middle.
3. May 12 Mother's Day
(1) Borrowing elements and directions
Mother, companionship, thoughts, blessings
(2) Precautions for borrowing
- Break away from the traditional image of a selfless mother and break down prejudices. With the topic of mothers in the new era as the topic of publicity, brands can also interact with netizens on Mother's Day, inviting netizens to share two or three things with mothers, so as to attract the attention of the public.
- Brands can launch gift sets such as "Must-Have List of Gifts for Mom", "Mom's Intimate Little Padded Jacket", and "You Can Let It Accompany Mom" in advance near the festival to attract the audience to place orders and achieve publicity effects.
(3) Reference cases
Japan's Uniqlo and "Asahi Shimbun" published a monologue of Maruko and her mother on page 6 and page 23 of the "Asahi Shimbun" on Mother's Day. The distance between the two pages may seem far away, but as soon as the reader removes the newspaper sandwiched between them, he will find that the pages of the two are actually connected. There is a feeling that the two are in dialogue.
Pantry's Best launched the "What Festival Do You Have with Mother" campaign on Mother's Day to promote the diversity of mothers, combining all kinds of cakes, all kinds of flowers, and all kinds of festive atmosphere, in line with all kinds of mothers' expectations for Mother's Day. What's more, the pre-ordered Mother's Day themed cake has also changed from a single one to a variety of options, and the childlike, romantic, and girly styles have enriched the level of the festival. To further promote the diversity of mothers.
The All-China Welfare Center released a Mother's Day poster "Mother's Soul Splitting Full Record", "Have you seen these mothers' fickle "faces"?". Through the contrast of the mother's two attitudes, the mother's love for the child is introduced, and then the blessing of Mother's Day is expressed.
4. May 20 Cyber Valentine's Day
(1) Borrowing elements and directions
Love, youth, confession, bravery
(2) Precautions for borrowing
- Brands can start from the perspective of "love", which can be a young and ignorant love, or an adult's emotional pull, of course, it can also talk about love from the perspective of family affection, express love loudly to parents, or it can be the love of friendship.
- Online Valentine's Day can express "love" between brands, for example, sub-brands under the brand can interact with each other to "compete for favor", and humorous expressions are easier to attract the attention of the audience.
- Brands can design 5·20 Valentine's Day packages, design items related to couples, and combine them with brand content for promotion.
- Reverse marketing: On the day of 520, the user is positioned in the single group, and the promotion of "it is better to spend money for a man than to spend money for yourself", "don't talk about love dogs", etc. For example, the takeaway platform can promote the product with topics such as "love can be late, but takeaway can't".
(3) Reference cases
520, Kiehl's, together with Zhizu GQ and China Youth Daily, joined hands with 30 universities and brand ambassador Xu Guanghan to specially plan the brand's first micro-film "Confession" for the 2023 graduates. Graduation is a grand farewell, and Kiehl's uses this real and moving image to encourage everyone to take advantage of 520 to say their love, and let confession replace goodbye.
"Honor of Kings" co-branded I Do 520 collaboration diamond ring, following the unique design of the princess ring, inspired by the skin color of the Honor of Kings.
Xianyu, as a large-scale persuasion platform, when other places are surrounded by 520 romantic atmosphere, Xianyu, there are a group of young people who are reselling gifts overnight "Boyfriend sent", "Licking dog sent", "brand new unopened" Every baby keyword that is hung on Xianyu tells us a story of love and resentment. And this kind of behavior is also defined by us as "idle learning", that is, the new trend of young people in the idle fish business life.
Xianyu took advantage of 520 to launch the Xianyu annual cultural IP "Xianxue Behavior Award", and based on the insights of 520 Xianyu young people, the theme of 520 Xianyu was proposed: one side of the edge, hanging Xianyu described that 520 received the gift immediately after hanging the Xianyu and the gift has only one side.
Second, the solar term festival
1. Lixia
(1) Borrowing elements
Summer, everything grows, vitality, sun protection
(2) Leverage the direction
- Summer is vibrant, and the brand's promotional posters can express the vitality of summer through green tones, or use cool colors to achieve a cool and refreshing visual experience to promote summer drinks.
- When summer arrives, everything is luxuriant, which means that summer is coming, clothing brands can prepare summer outfits in advance, food industry brands can launch cool and cool diets, and some brands can promote in the direction of sun protection.
- Reverse marketing: When summer comes, you can carry out low-price promotions on winter clothes, clear inventory, and reduce inventory pressure.
(3) Reference cases
According to the product composition of different category structures, the official account communication of the head brand and Douyin Weibo, etc., a series of communication actions, Douyin talent promotion, WeChat circle of friends communication, and different group communication, to carry out seasonal search volume through the different requirements of the season, carry out peripheral design, and have a greater communication effect.
The poster of Renren Loan is mainly green and blue, and the lotus leaves and watermelons on the ground make people feel the arrival of summer.
Dr. Chunyu designed a poster based on the weather of Lixia and reminded the public to pay attention to thunderstorms.
2. May 20 Xiaoman
(1) Borrowing elements
Mature, heat-proof, moisture-proof, healthy
(2) Leverage the direction
- In the small full season, everything is luxuriant, the growth is the most vigorous, the physiological activities of the human body are also in the most vigorous season, and the nutrients consumed are more than other solar terms. Food brands can launch meals such as heat-clearing and nourishing for close promotion.
- At this time, the plant grows luxuriantly, and the brand can combine the plant aspect with the product to make relevant posters, and can also combine the plants used in the brand's products to further publicize.
- The arrival of Xiaoman means that the rainy season with heavy precipitation and humid weather should be paid attention to dampness and moisture-proof, and relevant brands can use this to promote.
- 520 homonym "I love you", can be combined with the word "full" of the small full solar term for publicity, "520 small full consummation", merchants can use this to do publicity and promotional activities.
(3) Reference cases
Ele.me proposes a new way to play "Small Satisfaction Day" during the small full solar term, using a sense of ritual in the niche season. "Small full day, big satisfaction!" catchy slogan. It not only promoted Xiaoman's solar terms, but also promoted the takeaway platform and its food.
The movie "Warm" issued a poster during the Xiaoman season to promote the Xiaoman season and promote the upcoming movies in the summer.
Didi Chuxing integrated the elements of wheat fields into the picture in the poster of Xiaoman's solar term to reflect the characteristics of Xiaoman, and applied green and orange in the brand color system as the main colors to reflect a pleasant and refreshing atmosphere.
3. Summary
Different festivals in May have different focus on publicity, remember to associate the brand's own characteristics with the festival, and do not blindly promote it. There are many festivals in May, so publicity should be planned in advance and attention should be paid to the rational use of time.
Author: Zhen Ruwen, Official Account: Operation Pai(ID: yunyingpai666)
This article was originally published by @Operation Pai on Everyone is a product manager, and it is forbidden to reprint without permission.
The title image is from Unsplash and is licensed under CC0
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