A complete review of the 2018 Spring Festival marketing, take the four major tricks for free!

The longest road I have walked is the routine of merchants. After Laba Festival, the atmosphere of the Spring Festival is hyped to new heights by brands . Various posters taking advantage of the situation, various e-commerce New Year’s goods wars, various New Year’s promotional videos... are staged one after another. How about this year's Spring Festival marketing ? Mei Xiaohua has compiled various Spring Festival marketing routines for you. Take them, no thanks.

1. Help you create the flavor of the New Year

As the saying goes, "After Laba Festival, it's the New Year." As the Spring Festival approaches, major e-commerce companies have launched the first shot to add to the "New Year's flavor" - the #NewYearGoodsFestival# battle. In addition to competing on price and quality of goods, one also has to compete on creativity. Weilong, which always loves to stir up trouble, has also changed its official flagship store into a "New Year's goods" version. The style of Master Wei + Young Master Long also brings some joy to the New Year.

Similarly, taking advantage of the #NewYearGoodsFestival# war, @Tmall launched a funny short film "Mahjong Table Detective Story". Both the title and the story scene revolve around "playing mahjong", an important entertainment activity during the New Year. It can be said that it is full of "New Year flavor". The story is full of laughter. A girl who had to live on poverty encountered a "robbery" during the New Year. The fashionable package that was mailed to her home mysteriously disappeared, and in the end she found out that she was "tricked" by her family.

In order to create the festive atmosphere of the New Year, many brands have played the "nostalgia" card, helping everyone regain the "New Year atmosphere" of the past through warm childhood memories. The most successful brand in the nostalgia game is Pepsi . The 2016 "Monkey King" and the 2017 "Home with Kids" both carry a strong nostalgic atmosphere. This year is no exception. The short film "Thunderbolt Dad" has added elements of 1980s pop culture.

Click to watch the video

Another company that also played the nostalgia card was @Tmall Supermarket, which launched a set of posters on Weibo with the theme #Hear the Sound of the New Year#. The two-dimensional style of painting vividly displayed the bustle of the streets and alleys, but the biggest highlight of this set of posters is the "QR code". After scanning the code , you can hear the hawking sounds of neighbors from five places including Beijing, Harbin, Guangzhou, Chengdu , Hangzhou, etc., and hear the local accents before reaching home, which brings people back to the beautiful memories of their childhood hometowns.

(Scan the QR code to listen to the local accent)

Many brands launch limited edition new products before the Spring Festival. 2018 is the Year of the Dog in the traditional Chinese zodiac, and JD.com ’s logo also happens to be a dog. Therefore, JD.com leveraged its channel advantages and brand influence to team up with many brands to create commemorative edition products for the Year of the Dog.

McDonald's , a giant in the catering industry, also launched limited new products before the end of the year, starting a wave of "Reunion with you, more delicious" integrated marketing campaign. It not only took advantage of the popular IP movie "Monster Hunt 2" during the Spring Festival, but also incorporated the indispensable "reunion" element of the Spring Festival. In addition to the online short video advertisements , many offline flagship stores of McDonald’s across the country have also been transformed into Qingshui Town’s Monster World Restaurants.

2. Help you complain

Two major difficulties during the Spring Festival: the battle to grab train tickets and the series of questions from the aunts and uncles. Therefore, Spring Festival marketing is also very active in these two aspects. Brands are eager to enter the context of young people by paying attention to hot topics among young people, so as to achieve good interaction with young people.

The famous sports drink brand Pocari Sweat also severely dissed the "aunts and uncles" this year. In the recently launched Pocari Sweat red-capped New Year package, the routine greetings of the aunts and uncles were blatantly printed on the packaging bottle. At the same time, to match the new packaging, Pulse also collaborated with KOL Baozou Comics to shoot a short film with a unique style, starring Wang Nima and Zhang Quandan.

Pulse red cover new year outfit

In addition, Pulse also invited MC Hotdog to release a hip-hop hit song "Mr. Almost 10th Anniversary Edition", changing the lyrics that originally told about the various aspects of life into a "Spring Festival Complaint Version". Whether it is "It's hard to get a ticket to go home during the Spring Festival" or "Aunts and uncles are asking questions", the lyrics use "almost" to express it, which is a complaint and also the helplessness of young people.

Click to listen to the divine song "Mr. Almost 10th Anniversary Edition"

Using the hottest hip-hop elements to communicate with young people seems to have become the "standard" for brand marketing in the past year. Want Want Snow Cake also recently released a hip-hop commercial, which complained about the Chinese New Year problems that plague young people. However, unlike Pulse, Want Want also incorporated traditional Peking Opera elements into the commercial, creating a collision of modern and traditional.

3. Tear-jerking battle, see who is more "heartfelt"

The end-of-year Spring Festival marketing is bound to be tear-jerking. It’s about parents, love, and family, which are the softest parts of everyone’s heart.

Vipshop ’s tear-jerking short film “Happiness Is Being Together” is adapted from a true story. It tells the story of a stubborn old man who, in order to access the Internet, "makes trouble" in the business hall all day and makes unreasonable demands on the workers who are installing the router. When everyone felt helpless and confused about him, the answer was revealed. It turned out that the old man made such a big fuss just because of two casual words said by his daughter and grandson.

Dove 's New Year slogan "Together with Dove, we will be blessed every year" has been used for several years. Last year, Dove told a story about the love between mother and daughter, and this year it performed a "father and daughter story", starring Golden Horse Award winner Ma Sichun. Ma Sichun's crying scenes and interactions with her father in the film are very contagious.

Click to view Dove Spring Festival short film

Also with the theme of "going home", WeChat has recently launched a theme song and commercial "Set off with the Warmth of Home", dedicated to those who work away from home. The lyrics are compiled based on interviews with real people. They are simple and realistic, and are also a heart-warming and tear-jerking commercial.

In addition, Jiang Xiaobai, which has always been known for its touching copywriting , has also launched relevant Spring Festival copywriting. The graphic and text format is also conducive to triggering dissemination on social platforms.

4. About the "love" story

At the end of the year, topics like #couples are most likely to break up# start to become hot searches, such as getting married, or whose house to spend the New Year at, which seem to have become perennial memes.

Tmall's commercial "The Best Arrangement" tells the story of a couple who had a conflict over #whose home to go for the New Year#. Both the husband's and the wife's home are home. In the end, the story goes from quarrel to mutual understanding, which touches the hearts of many couples.

Another love story advertisement comes from OPPO. The style is very "dreamlike and pure". It stars the popular actress Yang Mi and the popular actor Zhang Binbin, and tells a love story of childhood sweethearts. What’s special about this is that the story takes place on two fantasy planets. On a New Year’s Eve, a young couple quarreled because of a misunderstanding, but when they planned to apologize to each other the next day, the two planets were separated forever.

The above is Mei Xiaohua’s review. Finally, let’s look forward to Alipay ’s “Five Blessings” marketing. I wonder what new gameplay will appear this year. I will continue to supplement you later.

Finally, I wish you all a happy New Year!

This article was compiled and published by @梅花网(Qinggua Media) when reprinted. Please indicate the author information and source!

Product promotion services: APP promotion services Advertising platform Longyou Century