Labor Day Marketing Case Study

In the past, I thought that the inevitable "adjustment of the May Day holiday" every year was the biggest hardship suffered by workers. Now, due to the epidemic, I cannot go out with peace of mind on May Day, and I have to queue up for nucleic acid tests every day. It is really "tiring", no matter whether it is May Day or not.

So, no matter whether you are a "poor guy" who has only one day off and cannot take a holiday this Saturday, or a "laborer" who has to continue working after the holiday, or a "defender" who can't step out of the house while looking at the beautiful scenery in the distance... before May Day arrives, let's take a look at how different brands welcomed May Day in the past? I hope everyone can feel the atmosphere of the May Day holiday in advance through these creative ideas, which can help everyone dispel the gloom in their hearts.

1. Not working is the best way to celebrate Labor Day

As we all know, "Labor Day" is a holiday established to fight for workers' rights. "Not working" is naturally the unspoken "wish" among the vast majority of workers.

Therefore, "smart" brands choose to stand on the side of workers, either through third-party persuasion, or directly help workers find a reasonable excuse for "not working", or find someone to help you share the housework? The ways of expression are different, but the purpose of expression is the same, that is - no labor!

Coca Cola

Stop busying yourself and take a break.

Li Ning

No work, exercise

Tongcheng train tickets

"I want to be lazy"

Because "I want to be lazy", society continues to progress. On Labor Day, "I want to be lazy" can be said to be a very normal desire.

Vantage

"He and She Share" Household Labor Contract

It is worth mentioning that in Vatti’s “He and She Share” housework contract, Vatti also attracted Lin Gengxin to be the “Party B” and launched a Weibo topic with the same name. The novel viewpoints and highly interactive social topics quickly set off a social circle.

2. Salute to workers from all walks of life - the eternal theme of the times

From ancient times to the present, there has never been a shortage of people who work hard and strive to move forward. Therefore, many brands choose to express their true feelings during May Day to show their respect for workers from all walks of life. Of course, strong and abstract emotions need to be expressed through some concrete carriers in order to have substance.

For example, the "Disappearing Labor Tools" we have seen in Tencent H5 before uses an old book to carry a piece of history and takes you back to the ancient tools by answering questions. It not only allows future generations to learn about these almost forgotten tools, but also expresses respect for the workers of the past.

Or during the Labor Day in 2018, Wufangzhai officially sent out 100 Weibo posts in a row to pay tribute to the front-line employees!

They wrote down the names of the craftsmen. Even though each zongzi has no name, the names of the workers behind them are deeply remembered by the brand...

There is also a very touching short film "Ordinary but Great" released by Minsheng Credit Card.

It uses the camera to restore the scene of working people from all walks of life "taking a nap when they are tired", and then uses real data and pictures to show how hard the working people are busy, expressing the brand sentiment of "thank you for your hard work every day".

Of course, there are also brands from all walks of life. They either focus on every microcosm of the era with an objective perspective, or pay tribute to everyone in the era with beautiful visions and prospects for the future! Restore the original meaning of Labor Day.

3. Product selling point is festive - all citizens welcome May Day together

May Day should also be a holiday for "shopping and eating" and "liberating the body and mind". Therefore, whether it is a food brand, home appliance brand, travel brand, office software, etc., they will naturally not miss this good opportunity to "show their skills" and demonstrate the "charm of their products". Generally speaking, there are three ways for brands/products to “participate”:

1. Product “humanization”

KFC has released a set of posters like this before. Its products, such as hamburgers and chicken legs, are just like everyone else, as people are all in the “holiday state” of the May Day holiday. Some people follow the crowd to travel, some stay at home to watch TV series and eat snacks, and some carry suitcases to see the world’s scenery… It truly reproduces people’s holiday state while also adding a bit of playfulness and cuteness.

The same is true for home appliance brands. For example, Fotile described the under-sink dishwasher as a "model worker" and listed its various "achievements".

Products such as Midea and Meiling are competing to be "model workers" and provide "support" for everyone.

There are also some entertainment brands that "humanize" entertainment facilities. (Unfortunately, the chances of going out to play are slim now due to the epidemic!)

Last year, DingTalk released a song for the May Day holiday - "No More Kneeling! DingTalk Emoji Holiday Song” humanizes the emojis in the office software and tells everyone that they will be on holiday on May 1st. “Please don’t use them during the holiday, okay?”

2. Exaggerated products

This is mostly reflected in food brands, and the main purpose is to reflect the health, deliciousness and hard-earned nature of the products, and to show the relationship between the products and the workers behind them. For example, Qia Qia melon seeds, Liangpin Shop, Guizhou Xijiu, etc.

3. Product “emotional”

It mainly links people’s feelings with product selling points, and emphasizes the feelings and experiences brought by the product. It doesn’t state the selling point so directly, but it is easier for everyone to empathize with it.

JD Home Appliances

Renew Your Life

4. Sharp comments - directly hitting the hearts of "working people"

Of course, there are also many "workers" who still have to work overtime and do not take a holiday on Labor Day. Some brands have seized on this pain point and used a sarcastic and joking way to accompany everyone through the May Day holiday. It really hits my heart~

New Elite Career

Lenovo

For some brands such as Durex and Jissbon that are good at taking advantage of the situation, "scale" has become a point of great concern. However, for these "old drivers", they can always use their imagination to concisely link the content of the brand with the "May 1st Labor Day" holiday.

There was a topic on Weibo recently, asking "What would you be doing on May Day if there was no epidemic?"

Many people commented that they wanted to go out and have fun, eat hotpot with good friends, go home and hug their parents... Because the epidemic is still ongoing, both ordinary people and people from all walks of life are experiencing a state of frustration, and the advertising industry is no exception.

Compared to the past, people have placed more emphasis on imagination and creativity in gameplay. This year, during the May Day holiday, more and more brands should pay attention to the inner hearts of ordinary audiences, focusing on "positive energy" and motivation, so that people can find more inspiration and energy at this special time.

Finally, I would like to end with a quote from 360 that was written during the May Day holiday: “Give your body and mind a break, but don’t relax when it comes to safety.” Let’s keep going on May Day!

♦️♦️♦️

Image source: Internet, official accounts of various brands, etc.