The Mid-Autumn Festival and National Day are approaching. How do major brands do marketing?

It is said that there are less than 100 days left until 2018? but! ! ! The National Day holiday will be the last holiday of this year! Want to go home? Want to take a vacation? Want to go surfing every day? Wake up, has the National Day campaign that your boss urged you to do been launched? Have you finished writing the copy for the National Day holiday? Have you figured out how to improve platform user retention during the holidays?

Whenever your mind runs out, do you feel like banging your head against tofu? So, how can operators take advantage of the National Day holiday? Here are a few cases for your reference.

1. Content Operation

How to spend the holidays? This is a problem

1. Durex

Although they did not launch marketing campaigns during the National Day, Durex's copywriting still adheres to its usual style, which makes people want to...

Sharing can also stimulate fan activity and interaction, which is one of the essential ways for content operation.

2. DR diamond ring

Since DR diamond rings swept the subway on Valentine's Day, its actions have attracted considerable attention from people in the industry.

This Weibo post was published in the form of a calendar with pictures. The format of "avoiding" and "doing" is still very popular among users. Maimai has a long-term cooperative calendar with "Ming Huo Bai Zhou", and its calendar's seaside copy is occasionally very heartwarming.

3. Guess interaction

Clicking on animated images and guessing the answer is a common way of interaction on Weibo.

The content of the National Day holiday is basically about where to travel. In the first picture, there are celebrities such as Lu Han and Yang Yang, while in the second picture, the reason for not traveling is "poverty". Both methods grasp the user psychology and use user curiosity to attract users to click and browse.

4. Photography Recommendations

The National Day holiday has become a must-have holiday for travel, so photography and taking pictures are indispensable. Content platforms can share some photography tips, and the number of views during this time period will definitely not be low.

Content platforms must first grasp user psychology and understand user needs, and at the same time add hot topics around their own brand concepts in order to attract users.

Simply taking advantage of the popularity for the sake of taking advantage of it is detached from the brand and users, and also deviates from the essence of content operation.

2. Activity Operation

1. ofo: My national card collection activity is amazing

Ofo also held a similar event during the previous Chinese Valentine's Day, referring to Alipay 's "Collect Blessings" event, whereby friends shared and rode together to collect cards.

For event-based tools , through event operations, on the one hand, they can attract users to use their products and consume, and on the other hand, they can improve the platform's activity and user retention .

2. Amap

Overtime red envelope activity

The short holiday is coming soon. In order to have the holiday, you must have worked a lot of overtime this week, right? Amap has set up an "I'm a workaholic" activity on its opening page and activity page, where users can get red envelopes by clicking buttons frantically, in order to attract users to register and log in.

Its series of actions can, on the one hand, enhance platform activity and user interaction, and on the other hand, convert users into registrations, thus playing a role in attracting traffic .

3. Tourism Marketing

For travel platforms, how can they miss this hot spot during the 8-day National Day sale! All major platforms are constantly coming up with new tricks, each one is lower in price and more attractive than the other. Let’s take a look at how these platforms do it:

1. Tuniu

11th session venue + recommended tourist destinations

2. Fliggy

Home page banner + branch venue

3. Meituan

Home page banner + free discount for branch venues

Meituan.com’s travel venue is quite eye-catching, which shows that it has invested a lot of money in the competition for tourism promotion during the short holiday.

In fact, in addition to the discounts, the three travel platforms also have different methods.

Tuniu focuses more on content recommendations for tourist destinations, and its main purpose is to attract users to click and browse. Fliggy attracts users with special sales, while Meituan attracts users to travel in groups with “free meals”, which results in higher consumption.

4. E-commerce Marketing

1. JD.com home appliance promotion

JD.com’s big home appliance promotion during the National Day holiday seems to be about to start with a big move judging by the recent warm-up actions. From online to offline, the ultimate goal of JD.com’s cooperation with major platforms is to lead to its own marketing activities .

Online: cross-border cooperation to continuously expand brand exposure

When you click on Maimai, Lizhi FM, Himalaya FM and other platforms, you will find that there will be a "See JD.com for Eleven Home Appliances" promotional page when you open the screen.

At the same time, promotional pages were launched on the banner of JD.com’s main page and in branch venues.

Searching for the keyword "JD.com" on the search page of QQ browser will also lead to the barrage advertisement of JD.com's home appliance promotion.

JD.com has gained enough attention from users through cross-border cooperation with major platforms, while also bringing new life to the platforms.

It seems that this cooperation is a marketing activity of the e-commerce platform, but while JD.com is exploring brand marketing methods, it has also created new topics for itself, thereby achieving continuous exposure and popularity of the brand.

Offline: Subway UGC content captures user psychology and resonates with them

Offline, JD.com also put up UGC ads in subway advertising spaces . Among them, content such as "Why can't home appliances be delivered to your home" and "You can never buy everything when you go to a home appliance store" precisely captures the user's pain points and demands, thus resonating with users.

Today, UGC has become an important part of content marketing and brand strategy. Not only Internet companies such as JD.com, Zhihu, and DR Diamond Ring, but also "12 Universities in Hangzhou Subway Confessions" has attracted the attention of a large number of users.

Therefore, brands must learn to accept the voice of users and extract important shared content to form a good marketing ecosystem, attract more new users, thereby enhancing user loyalty and increasing sales.

There are many ways to organize activities during the National Day holiday, but how can you keep users who want to travel on your platform during the holiday? For Internet users, both operational actions and marketing actions are indispensable.

Understand user needs clearly, grasp user pain points, and launch activities around the topics that users are most concerned about during the National Day holiday. Perhaps, organizing the next holiday event will be easier than you think.