In order to help you accurately capture the pulse of marketing in May and explore potential market opportunities, Morketing Research has compiled the global hot marketing calendar for May 2024 for you to see.
This calendar not only covers traditional Chinese festivals and solar terms, but also includes important hot festivals and high-profile events in the field of e-commerce. Among them, the following festivals and e-commerce events are particularly noteworthy:
- Holidays: Labor Day, Youth Day, Mother's Day, 520 Valentine's Day, World No Tobacco Day
- E-commerce events: [Taobao] Spring and Summer Jewelry Trends, Taobao May Day Eating Festival, [Taobao] Mother's Day 2024 Event, 55 Promotions
In addition, we have also selected the more representative festivals, combined with past successful cases for in-depth analysis and interpretation, to provide you with a wealth of marketing inspiration.
May 1 International Labor Day
- Keywords: labor spirit, May Day, compensatory leave, small long holiday
May Day, also known as International Labor Day, is a labor holiday in most countries around the world. The purpose of this festival is to praise the working people, promote the spirit of labor, encourage the working people of the world to unite and fight, and promote world peace and development.
In China, May Day is a statutory holiday, and people will enjoy the holiday, carry out tourism, leisure and other activities, and it is also an important time to recognize and reward advanced workers.
- Case Study
@腾讯地图: Labor Day Sedentary Challenge
On May 1, 2019, in order to pay tribute to the "iron-beaten" drivers, Tencent Maps launched a sedentary challenge.
In the video, the participants of the event left the venue due to helplessness, anger and other factors after sitting for a long time. And the winner who sat in the end was only 100 yuan, and this is the daily life of the drivers.
Once the video of the event was launched, it aroused positive responses from all fields of society. Zhang Yixing and countless netizens, major brands Blue V relay voices, China News Weekly, Sanlian Life Weekly, Vista Watch the World and other news media have reported one after another. It has also received the support of the Traffic Management Bureau of the Ministry of Public Security and the public security traffic management departments across the country.
- Case Study
Tencent Maps chose Labor Day as a special time node to launch this challenge, fully demonstrating its respect and care for workers, especially drivers. Labor Day itself is a day to pay tribute to all workers, and drivers, as an integral part of the city's functioning, are often overlooked. Through this activity, Tencent Map successfully attracted the public's attention to the driver group, and also demonstrated the brand's sense of social responsibility.
Secondly, the content design of the event is also very creative and engaging. By simulating the scenario of a driver sitting for a long time, participants can experience first-hand the hardships of the driver's work. This experiential event design not only allows participants to empathize, but also creates a strong sense of empathy and empathy among the audience. At the same time, the final winner of the event only received 100 yuan, which cleverly highlighted the meager income of the drivers' daily work and further strengthened the public's respect and care for the driver group.
Finally, the event was also forwarded by the Traffic Management Bureau of the Ministry of Public Security and public security traffic management departments across the country, which further enhanced the authority and influence of the event. This kind of participation of official institutions not only increased the trust of the event, but also injected more positive energy into the brand image of Tencent Maps.
May 4 Youth Day
- Keywords: patriotism, remembrance of history, 54 youth
May Fourth Youth Day originated from China's anti-imperialist patriotic movement in 1919 "May Fourth Movement", which was a thorough patriotic movement against imperialism and feudalism, and also the beginning of China's new democratic revolution.
In 1939, the festival was designated as China's Youth Day by the Northwest Youth Salvation Federation of the Shaanxi-Gansu-Ningbo Border Region, and has been used to this day.
During Youth Day, a variety of commemorative activities will be held in various parts of China, and young people will also focus on various social volunteering and social practice activities. In addition, there are many places where coming-of-age ceremonies are held during Youth Day.
- Case Study
@bilibili × Mo Yan: "Don't Be Blown Down by the Wind" commercial
On the occasion of the May Fourth Youth Day in 2022, Station B invited Mr. Mo Yan to answer the question of the youth on its official account, "What should I do if I encounter difficult times in my life?" with a letter.
In the letter, Mr. Mo Yan used "a book" and "a person" to help him get through the ups and downs as examples, and wrote his own story when he faced difficulties.
At the end of the film, Mo Yan tells the young people that "hope is always generated in times of disappointment or even despair" with a dialectical attitude of "no pole Tailai", so as to encourage the young people to regroup and move forward, life may be able to defeat us, but it must not be allowed to defeat us!
Station B chose Mo Yan, not only because he blended his unique sense of network and literati attributes, with his own attention, but more importantly, since he opened his personal public account last year, Mo Yan has continued to maintain communication with young people, often answering practical puzzles for young people with a relaxed tone and unique insights, and has won the favor of many young people.
- Case Study
First of all, Bilibili's choice of Mo Yan as the partner is a very strategic decision in itself. As a representative figure of contemporary Chinese literature, Mo Yan's profound literary attainments and extensive social influence make this cooperation highly concerned and topical.
The content design of the advertising film is also very creative and in-depth. By inviting Mo Yan to answer the young people's question "What should I do if I encounter a difficult time in my life?", Bilibili successfully aroused the resonance and thinking of the young people. Taking his own experience as an example, Mo Yan conveyed the courage and wisdom of facing difficulties to young people through the stories of "a book" and "a person". This kind of content presented in a story-based way not only makes the advertising film more enjoyable and infectious, but also more likely to arouse the audience's emotional resonance and recognition.
Finally, the communication strategy of the advertising film is also commendable. Station B chose to release the advertising film at the special time node of May Fourth Youth Day, which not only fits the theme of the festival, but also makes it easier to arouse the attention and discussion of young people.
May 5 Lixia Festival
- Keywords: summer, sun, sun protection
The beginning of summer is the seventh of the 24 solar terms and the first solar term of summer, usually between May 5 and 7 of the Gregorian calendar every year.
In traditional Chinese culture, Lixia marks the growth of all things in the peak season, as the almanac says: "Dou refers to the southeast dimension, for Lixia, everything has grown up so far, so the name Lixia also." ”
On the day of Lixia, there are many traditional customs among the people, such as eating "Lixia rice", eating eggs, weighing people, and tasting three new things. In addition, different regions also have their own special customs, such as the "egg fighting" in the Jiangnan region, the Lixia tea in Jiangxi, the "Lixia Bun" in Northeast Jiangxi, and the black rice in Hangzhou.
- Case Study
@小米手机: Eat an ice cream and welcome the arrival of summer together~
Xiaomi mobile phones have won the love of consumers with their excellent performance, stylish appearance and affordable price. And in the hot summer, a refreshing ice cream is an excellent choice for people to quench their thirst. When Xiaomi mobile phones meet ice cream, it seems to bring us a cool and pleasant summer experience.
- Case Study
Xiaomi mobile phones choose ice cream as an element of summer marketing, which is very in line with the seasonal characteristics. In the hot summer, ice cream, as a representative of quenching thirst, has a wide audience base and a strong emotional connection. By combining Xiaomi phones with ice cream, the brand subtly conveys a cool and pleasant feeling, bringing consumers a relaxed and enjoyable brand experience.
Moreover, this type of marketing has a strong visual impact. The bright colors and attractive shapes of the ice cream complement the sleek and sophisticated look of the Xiaomi phone. This visual harmony and unity not only enhances consumers' memory of the brand, but also enhances the reputation of the brand.
Strong interactivity is also a feature of this ad. By inviting consumers to participate in the "Eat Ice Cream, Welcome to Summer" campaign, Xiaomi phones have successfully sparked consumer enthusiasm for participation. Consumers can enjoy the ice cream while feeling the coolness and pleasure brought by Xiaomi mobile phones, thereby enhancing their sense of identity and loyalty to the brand.
April 12 Mother's Day
- Keywords: motherhood, motherhood, flowers, family, gifts
Mother's Day is celebrated on the second Sunday of May every year. On this day, people express their gratitude and love for their mothers in various ways, such as sending flowers, greeting cards, gifts, or spending quality time with their mothers. Many families organize dinners to enjoy food together and enhance the emotional connection between family members.
The significance of Mother's Day is to promote mother's love and express respect and gratitude to every mother. On this day, people can generously express their deep feelings for their mothers, so that mothers can feel the love and warmth of their families.
- Case Study
@美团外卖: For the best moms in the world
On Mother's Day 2023, Meituan Takeaway launched the short film "To the World's Best Mother", writing love words to mothers on the cake, and also taking this opportunity to send love and blessings to the best mothers in the world.
The cake is sweet and sweet, the most soothing, you have to eat it on your birthday, you have to eat it when you are sad and happy, and you can eat it without anything, as if there is nothing that this sweetness can't solve.
Meituan Takeaway uses all kinds of cakes as a carrier to send blessings exclusive to mothers, whether it is video screen or copywriting, there are no bells and whistles, starting from the mother's daily life, the blessings are sincere and heartfelt, interesting and full of life, not only to see the different colorful life of each mother, but also to experience the love of the children for their mothers, so that everyone who sees it can resonate. Finally, Meituan's cake delivery business was also brought out here, deepening the impression of users.
- Case Study
First, Meituan Takeaway chose Mother's Day for marketing, which fully demonstrates the brand's concern and respect for consumers' emotions. Mother's Day is a day to pay tribute and blessings to mothers, and Meituan Takeaway integrates emotional elements into it in the form of short films, making the whole event more humanistic and warm.
Second, the content design of the short film is also very creative and infectious. Through a variety of cakes, Meituan Takeaway conveys the love and blessings of children to mothers all over the world. As a symbol of sweetness, the cake is not only in line with the atmosphere of Mother's Day, but also more likely to arouse the resonance and emotional resonance of consumers. At the same time, the copywriting in the short film is sincere, interesting and full of life, which further enhances the audience's awareness and favorability of the brand.
Third, Meituan Takeaway cleverly incorporated its own business elements into the short film. By showcasing the cake delivery business, Meituan Takeaway not only deepened users' impression of the brand, but also further enhanced users' trust and dependence on the brand. This way of combining branding with emotional elements makes the whole marketing campaign more natural and fluid.
May 20 520 Valentine's Day
- Keywords: love, flowers, chocolates, couples, gifts
520 Valentine's Day, also known as Cyber Valentine's Day, is a popular holiday among young people. It originated in the early 21st century and was originally spontaneously organized by hundreds of millions of netizens, and is scheduled to be held on May 20 and May 21 every year. The festive homonym "I love you" makes this day an excellent time to express love, propose, and confess.
On Valentine's Day, many young people choose to celebrate with flowers, chocolates or special trips. At the same time, due to the wide spread of this festival and the marketing promotion of merchants, it has also become an opportunity to promote consumption.
In addition, 520 Valentine's Day also carries some specific cultural customs, such as May 20 is generally considered to be a day for men to express their love, and May 21 is a day for women to respond.
- Case Study
@康师傅茉莉清茶: Smell the fragrance and look for jasmine, I'm here for an appointment
On May 20, 2023, Master Kong Jasmine Tea and virtual person Liu Yexi will explore the Jasmine Metaverse together, restart the fragrance of flowers, and awaken those who were once beautiful.
In the film, Liu Yexi traveled thousands of miles to go to the appointment, but the fragrance of jasmine flowers is slowly dissipating. After some exploration, it turns out that jasmine carries some good memories, the fragrance of flowers disappears, and everyone slowly forgets these agreements, and does not remember the surprise and excitement when they first met, nor do they remember that today is actually an important day...... Fortunately, Yoo Ye-hee thought of a solution to perfectly integrate flowers and tea, retain the fragrance of jasmine, and also retain good memories.
With the help of popular metaverse elements, Master Kong's jasmine tea combines it with the atmosphere of 520, and then tells the origin of jasmine tea and its special fragrance in the mouth of Liu Yexi. It is important to associate the scent of jasmine tea with good memories and give the product an emotional value, which is more flattering.
- Case Study
Master Kong Jasmine Tea chose to cooperate with the virtual human Liu Yexi, which is an innovative marketing method. As a virtual character, Liu Yexi has a wide audience base and strong social influence, which can bring higher attention and topicality to the brand. Through the joint exploration activity with Liu Yexi, Master Kong Jasmine Tea successfully combined the brand image with the virtual world, bringing a new brand experience to consumers.
Secondly, with the theme of "Smelling the fragrance and looking for jasmine, I came to an appointment", the event combined product characteristics with emotional value by telling the origin and special fragrance of jasmine tea. Jasmine tea itself is a drink with a rich floral aroma and unique taste, and Master Kong Jasmine Tea further strengthens this feature through activities, allowing consumers to feel the emotional care and cultural heritage of the brand while tasting the product.
Finally, Master Kong Jasmine Tea also conveyed a positive value of pursuing a better life through the event. In the film, Yoo Ye-hee retains good memories by exploring the fragrance of jasmine, and also encourages people to cherish the present and pursue their dreams. This value is in line with the brand image of Master Kong Jasmine Tea, which further enhances consumers' sense of identity and loyalty to the brand.
In summary, marketers can make the most of this global hot marketing calendar for May to discover the marketing strategy that suits them and accurately capture every potential business opportunity. At the same time, we also hope that everyone can combine past success stories to use creativity to create more attractive marketing campaigns.
At the same time, in the coming June, we will continue to organize the global hot marketing calendar to provide strong support for marketers.