Creative guide to Spring Festival topic marketing!

How to do 5-minute topic marketing during the Spring Festival? We mainly start from three creative fronts: topic copywriting, video, and experiential marketing activities , and deconstruct 9 key topics , and then share comprehensively with the analysis of classic brand marketing cases in this theme.

1. New Year Blessings

1. Inspiration words: blessing, dream, New Year greetings, love, growth

The topic copy can be as follows:

• "2022 Master Kong plus Kang plus New Year's flavor" This is definitely tailor-made by Master Kong;
• The home furnishing industry has "The unfinished career dream is far less important than the lamp in the distant home" and "All careful calculations are for love";
• How can the Spring Festival be without alcoholic beverages: "Love should be long and full of wine, and life should be prosperous";
• There are also warm copywriting: "Because of passion, I have come a long way, because of love, I have returned to the starting point" and "Without you, it is not a circle, with you, it is a year";
• Hand-drawn pictures of the Forbidden City: "For good luck", "For liveliness", "For the heart's content", "Hand-drawn picture of the panoramic view of the Forbidden City" contains 600 years of Forbidden City architecture and legendary stories of humanities and history in one picture. Don't come and join me this year.

2. Theme video plot reference

JD.com 2021 "Falling in Love with Someone Who Doesn't Come Home" .

Tear-inducing plot of Malaysia Traveloka's "Fantasy Travel" Spring Festival advertisement. See the world, with someone who means the world to you.

The Douyin program "Lost Hydrangea" was about Xiao Wu losing his hydrangea and messing up the lion dance, but was accidentally photographed and became an internet celebrity, leading the entire internet to look for hydrangeas to boost hometown tourism and traditional art performances. Full of drama.

3. Product experience activities

Regarding the product experience activities for the New Year, I believe everyone has seen a lot, such as:

• Customized commemorative edition products of Spring Festival couplets/door gods/peach charms, or themed packaging, red envelopes, desk calendars, etc.
• For fast-moving consumer goods, you can refer to: 2022 Alps Bang Bang Firecrackers New Year Bang Bang, and the 2022 Wanglaoji Red Can Hundred Family Names which has become popular. Miniso, which won a lot of likes from netizens, painted its building into a giant calendar to welcome 2022.
• There is also a series of marketing that has received rave reviews: Ele.me's "New Year Good Luck" wishes you good luck in food: go to Ele.me/word of mouth to search for a New Year's lucky bag and grab red envelopes; mascots good luck attack, interact with many big brands to create social buzz; subway cars attract check-ins, and KOL influence links online and offline.

2. Year of the Tiger

1. Inspiration words: Year of the Ox, Tiger Roar

• After the Year of the Ox, the Year of the Tiger is here: "Nine Oxen Bring Wealth and Family Happiness, Two Tigers Grow Wings to Welcome the New Year"
• Such a domineering zodiac sign, of course, needs a wave of imposing copywriting: "Both bullish and tiger-like", "2022 Budweiser Tiger Roars and Becomes Red Together", "JD 2022 Authentic New Year Flavor, Year of the Tiger Heartfelt";
• In addition to the domineering ones, there are also cute ones: "I wish you a happy new year" and "I wish the children's grades will be as good as one and two";
• The Year of the Tiger is another year to continue to realize the dream of getting rich. "May your money be more prosperous than ever" and "Last year you worked like a horse and an ox, this year you will be as prosperous as a tiger with wings."

2. Theme video plot

In terms of video, you can try telling the unique stories of how 56 ethnic groups celebrate the Spring Festival. You can also refer to the plots of the movies "Peppa Pig Celebrates Chinese New Year" and "What's Peppa?" and combine them with works with tiger themes.

3. Product experience activities

The popularity of blind boxes remains high and is deeply loved by consumers. We can plan a "Year of the Tiger New Year Blind Box" product experience package in conjunction with the Spring Festival.

3. Reunion/New Year's Goods

1. Inspiration words: Buying New Year's goods, visiting relatives, giving gifts, Spring Festival Gala

• During the Spring Festival, the elderly are looking forward to their children returning home to reunite: "Wherever the elderly are, there is my hometown", "Wait until the worries are resolved, wait until I can rely on you, wait until I am full of joy, then you will arrive at the New Year", "For this New Year, my mother has prepared for a year";
• Throughout the year, it is rare to go home, just like: "The high-speed rail has been built to my doorstep, but I rarely go back home";
• How can a reunion be complete without talking about the ups and downs of the past year: "Reunion is the New Year, if you can't finish talking over one cup, have another."
• Bingfeng Beverage, we were undeterred last year, and this year we are together to make it through the ups and downs.

The copy for the Spring Festival public service advertisement “Luggage”: What will you bring home for the New Year? Bring your harvest home, bring your good skills home, bring your stories home, bring your family home, bring your loved one home, bring everything home, love is the luggage that accompanies us throughout our lives.

Meituan: "This Spring Festival, turn the world into a close place" copywriting: If the heart is thinking of something, the world is also close; if we think of each other, distance is no longer separation.

2. Product experience activities

Transform the "family reunion dinner" into "Spring Festival for one person" and launch a hot pot for one person.

"Write Spring Festival Couplets and Have a Wonderful New Year " Shopping malls or large stores can plan activities to experience writing Spring Festival couplets.

We planned a theme video called "22 Kinds of New Year Flavors" , which tells the story of the Spring Festival flavors in 22 different regions' customs. These 22 stories with beautiful meanings of the New Year flavors are also the beginning of 2022. All flavors from all over the world lead to the same feeling of the New Year.

IV. Epidemic

1. Inspiration words: Spending the New Year in the same place, worrying, isolation, not going home

• The repeated outbreaks of COVID-19 have become the biggest variable in whether we can go home this year. Love is separated by mountains and seas, but our concerns are always connected: "The aroma of my mother's cooking cannot be blocked by the thickest mask", "Love has crossed thousands of mountains, and we will spend the New Year on the spot";
• Even if we celebrate the New Year in the same place, we will have long talks all night long: "Celebrate the New Year in the same place, talk all night long" "You guard your health, I appreciate your hard work" We have no choice but to make a delicious meal for our relatives and friends who are participating in the fight against the epidemic.

2. Product experience activities

Green themed products are launched, with green epidemic codes, challenging the traditional bright red themed products.

Cheetah Mobile has launched the #Greet Your Parents a Happy New Year in Front of the Nationwide People# campaign in 41 cities across the country with more than 11,000 Cheetah shopping mall robots. You can upload a New Year greeting video to help you surprise your parents in your hometown shopping mall.

JD Mobile's new year custom is based on the theme of "Auspicious Beasts Welcome the New Year, Organic Good Luck" and innovates marketing methods to focus on 2020 under the epidemic. We pursue a better quality of life, improve immunity, and naturally health and longevity combined with the guardian auspicious beasts in mythological allusions . The cross-border collaboration New Year’s Goods Festival launches limited edition New Year’s auspicious beasts and auspicious beast figurine sets, and the national trend style IP creates the “Preferred New Year’s Goods for the Spring Festival”.

5. One Year Older

1. Inspiration words: growth, urging marriage, bravery, getting old, nostalgia

• Although the Chinese New Year is nice, time makes people grow old, so we should drink and reminisce during the Spring Festival: "Time has made us strangers, but in the glass we meet again as if we were old friends";
• Shopping malls are the place where the atmosphere of the Spring Festival is at its peak: "All the unhappiness in 2021 will be gone, and everything can be expected in 2022";
• Time makes us grow up, and also distances us from our parents: "When you were a child, you hoped they would say less, but now they hope you will say more";
• There is also a very classic one that has been widely circulated in the circle of friends: "When parents are alive, life still has a place to go; when parents are gone, life only has a way back."

2. Theme video plot

As for the topic of how time makes people grow older, you can refer to Aimer’s “New Year: It’s better to make progress than to grow up” . JD.com’s 8 different “Red Hope” stories start with the highly resonant topic of fear of returning home: Do you have a partner? Where do you work? How much is the salary? When will you buy a house? What's your ranking in the class? It quickly resonated and became a hot topic.

My next stop has nothing to do with age. Olay's "Next Stop" advertisement arranges the life train at each station according to age, just like the Spring Festival travel rush, allowing people to complete various life tasks in a hurry . The insight and creativity are special and can be used as a reference.

Land Rover Evoque : Don’t be afraid to admire yourself, don’t be afraid to seek popularity, and don’t be afraid to get tired of the old and love the new. Goodbye, 2021. Learn from this: Never again be timid, never again give up easily, never again be polite and modest, goodbye, 2021.

3. Product experience activities

You can refer to Suning.com's "Spring Festival Self-Help Guide" for similar topics about fear of returning home, and expand your creativity: you can make small gifts, hoodies, hats based on these topics about fear of returning home, to shut adults up during the Chinese New Year.

6. Going Home/A Foreign Land

1. Inspirational words: expectation, difficulty, can’t go back

• Going home for the Spring Festival is our biggest wish after a year away from home: "Not going home is bad news, but a good idea", "Going home happily for the Spring Festival is the winner in life";
• Expressed from the perspective of scenes: "The G2022 train is coming, passengers returning home, please be ready to board the train", "1.4 billion kinds of New Year, 1.4 billion reunions. 1.4 billion blessings, guiding 1.4 billion ways home", "A bulging 28-inch suitcase, filling up the entire hometown", "Every child who travels across most of China to go home for the New Year is the director of life".

But there are also times when you are a stranger in a foreign land: “Sometimes, after taking a bite, I burst into tears. It’s not because the peppers are too spicy, but because my hometown is too far away”, “A person’s life is on the way home.” Some people go home to fulfill their promise. Some people carry their promises with them. Some people regard the world as their home” , Land Rover’s “Go Home with Land Rover”, and CCTV’s public welfare film “Wait Until”.

2. Theme video plot

Plan a video marketing campaign with the theme of "For That Day When I Go Home" in a relaxed and down-to-earth style. For example, write a 3-5 minute rap with the theme of "For That Day When I Go Home", and perform it in the form of rap + lyrics corresponding to the picture. The copywriting is similar to: "For that day When I go home, I went to the mall and bought a new pair of shoes... yeah~ I am the legendary successful person in the village." This triggered viral marketing.

3. Product experience activities

You can refer to Wanglaoji-"Ji" time to go home "My Way Home" online interactive H5.

7. Red Envelope

1. Inspiration words: get rich, New Year's goods, lucky money, year-end bonus

• Purchasing New Year goods is an essential part of the New Year: "Rural Taobao, don't let the urge to make money stop you from visiting your mother";
• There is also the same version: "Xiasha Outlets, discount is true love";
• The year-end bonus is the confidence to go home for the New Year at the end of the year: "My year-end summary: the starting point is a foreign land, the center is my parents, the focus is the New Year's Eve dinner, the performance is the red envelope, and the best path is a rocket", "Fun year, fun, busy, crazy, fun, make money, golden year, golden day, happy in the golden night", "With lucky money, the whole year will be red";
• In fact, what your family cares about most is you: "Being remembered by your family is the best New Year gift."

2. Product experience activities

JD Computer and Digital's "Gods Come Down to Earth to Bring Goods" teamed up with the New Year Picture Creation Camp to collect local custom New Year pictures from seven places including Foshan, Tantou, Kaifeng, etc. and produced them into 7 video advertisements. In order to let everyone have a good new year, the God of Wealth, the God of Food, the God of Blessing, the God of Examination, the Door God, the God of Encouragement... all the gods try their best to PK and promote the products.

LU.com Lufax×Taoyuan Military Village New Year Reminder: "It's Not Easy at Work, Be Careful with the Empty Cakes" not only exposes Lufax's brand and IP mascot, but also the chef's carefully baked cakes, the "luxury house cakes" with both form and spirit, the "dividend cakes" with profound meaning, and the nine-layer "Gaosheng cakes" that are absolutely filling give consumers a reason to go into the store and have a taste. The luxury house, salary increase, and dividend cakes are all made into entities, realizing the cross-border integration of financial brands and food brands.

8. New Year’s Eve Dinner/Spring Festival Gala

1. Inspiration words: taste, mother, cooking

• Everyone has their own unique memories of the New Year's Eve dinner, but they all share the same love: "Hometown, the most fragrant place when you come back", "I took pictures of so many dishes, today I took pictures of my mother's dishes", "I can't remember the dishes outside, but I can't forget my mother's dishes", "The whole country reserves the same table: my mother's New Year's Eve dinner";
• There is also a great insight combined with the current dining scene: "In the past, the elders were asked to pick up their chopsticks first. Now, let the younger generation take photos first", and the desire to go home: "Love has no direction, the New Year’s Eve dinner is the navigation."

2. Theme video plot

CCTV Spring Festival Gala's heartfelt public welfare short film "Waiting for the New Year": tells the story of the journey home for the New Year and the joy of arriving home. When you arrive, the New Year has arrived. It conveys every Chinese's deep feelings for home.

3. Product experience activities

"My Family's New Year's Eve Dinner" online h5, make your own family's New Year's Eve dinner.

In the online h5 "New Year Fortune", you can select different main dishes and side dishes to generate three dishes of your own creation to form a lucky New Year's Eve dinner. The dishes are your fortune telling, predicting good luck for the new year.

9. Poems/Quotes/Lyrics

Children, don’t be greedy, after Laba Festival it’s New Year; on the 23rd, sticky sugar melons; on the 25th, grind tofu; on the 26th, buy meat; on the 27th, slaughter a chicken; on the 28th, let the dough rise; on the 29th, steam buns …” This nursery rhyme perfectly expresses the “food” of the traditional Spring Festival. Can it be composed and branded and turned into a nursery rhyme?

Full of vigor and vitality, the lucky tiger is prosperous, the tiger is mighty, the tiger roars in the mountains, the dragon brothers are tiger brothers, the dragon soars and the tiger leaps, a team of tigers and wolves, the tiger walks and the dragon walks, the tiger sits and the dragon coils, the dragon and tiger are in the wind and cloud, like a tiger with wings, full of vigor and vitality.

The year ends with the sound of firecrackers, and the spring breeze brings warmth to the wine. In the bright sunshine, people in every household replace the old charms with new ones. ——Wang Anshi, New Year's Day

Try your best tonight, young people can still be proud of themselves. ——Su Shi's "Keeping the New Year's Eve"

The north wind blows snow at the beginning of the fourth watch, which is a good omen from heaven and the New Year’s Eve. The half-cup of Tusu is not yet finished, and a peach charm is written on the grass in front of the lamp. ——Lu You, "Snow on New Year's Eve"

During the 35th day of the 4th month, there are bright lanterns and every household is filled with the sound of drums and flutes. ——Liu Yong, "Welcome the New Year·The Weiguan Tune Changes to Qinglu"

During the Lantern Festival this year, the moon and the lanterns remain the same. ——Ouyang Xiu's "Shengchazi·Lantern Festival"

The New Year is here, and everyone, young and old, is happy. The countdown echoes in heaven and earth, and the twinkling stars bring joy to the world. Stay up all night and don't think about sleep. ——Spring Bank Xiaoxing "Remembering Jiangnan·New Year"

The old year ends tonight, and the new year begins tomorrow. ——Zhang Shuo of the Tang Dynasty: "Keeping the New Year's Eve in Qinzhou"

Things welcome the spring and bid farewell to the last days of the year, and the year ends tonight. Dai Fugu's New Year's Eve

Say goodbye to the old year and welcome the new year, and everything changes, and spring fills the world. ——"Lang Tao Sha·Happy New Year"

We met in Mai Street to visit the flower market, but the arcade looked like a gallery. Potted plants are arranged in rows, and the grasses and trees compete with each other for fragrance. The lights are on all night and the place is crowded with people, singing and enjoying themselves. This year the scenery is beautiful, with thousands of red and purple flowers heralding the arrival of spring. ——Lin Boqu, "Visiting the Flower Market during the Spring Festival"

There are three hundred and sixty-five sunrises in a year. I send you three hundred and sixty-five blessings.

Spring would be wonderful if you were still here. ——Leslie Cheung, "Spring, Summer, Fall, Winter"

The nine films in the 2022 Lunar New Year period include "The Antique Bureau Midstream", "The Accidental Murderer 2", "Crossing the Yalu River", "Flames on the Plain", "The Myth of Love", "Anti-Corruption Storm 5: The Final Chapter", "Hug You Through the Cold Winter", "Love in Years", and "Li Mao Replaces the Prince" .

10. Classic Brand Marketing Compaign

1. NetEase Youdao "English Spring Festival Couplets"

NetEase Youdao Dictionary launches English Spring Festival couplets. Completely breaking the lack of novelty in Spring Festival couplets... These 16 pairs of Spring Festival couplets, both in terms of copywriting and creativity, have changed the traditional impression of Spring Festival couplets. There is no grammar involved, you can understand it as chilish at a glance.

2. Budweiser IP "Ants Celebrate Chinese New Year"

The traditional plot and inherited IP interpretation provide reference for brands that want to build IP strategies: This time, the little ants in Indiana Jones still try their best to get beer, and wait for the New Year’s fireworks to bloom at the last moment, how comfortable!

3. Vanke: "More Northwest, More Character"

We don’t play with sensationalism, we play with identification, and we have to be cool when returning home. Vanke Northwest, "The More Northwest, the More Personality" The Northwest personality is straightforward and generous, as well as affectionate and delicate. No matter family, friendship, or love, they are all their reasons for staying in/returning to the Northwest. Combined with returning home at the end of the year, it calls on the target audience to return to the Northwest.

4. Wang Laoji "Red Can Hundreds of Surnames"

The "Surname Can" and "Blind Box Can" launched by Wanglaoji this year also focus on young consumer groups. The fun of "I copy myself" and the personalization of "exclusive and customizable" made the surname jars quickly popular.

5. NPLUS New Year Gift Box

During the epidemic, we feel a lot of bad emotions, such as fear, anxiety, irritability, disappointment... The theme of NPLUS Digital New Year gift box is "DELETE Unhappiness", which means to pack up and delete all the unhappiness and bad emotions in the past, and be your happy self again. The gift box items include: "Double Happiness" cards: not only playing cards, but also a board game that makes you feel uncomfortable, foldable attitude cup: remove plastic bottles and bottles, and adhere to environmental sustainable development.

6. Other classic Spring Festival advertisements

Budweiser New Year advertisement "Marathon" , like the plot insight.

Apple's "Three Minutes" has a touching plot.

CCTV's "Chopsticks" New Year short film.

Watsons’ nonsensical product placement in “Celebrate the New Year with Beauty” .

"The Disappearing Home" .

Alipay "Qilidi" .

Pepsi "Star Reacher".

Supercell "New Year Travel Good Market".

National Post "The Man Chasing Time".

Meituan "Hearing".

Mercedes-Benz "Where the Heart Desires"

Public Service Announcement: "Thank You for Being Extraordinary."

Malaysia Traveloka "Fantasy Travel" .

Budweiser "A Letter Home" .

Alipay "National Trend Blessings".

McDonald's "Spring Festival Metamorphosis".

NetEase Cloud Music "The Shortest Road to Home" .

Wait, everyone can interpret and learn from it.

This is the end of this issue of 5-minute topic marketing. In fact, we have only given an introduction. With more insights and efficient methods, I believe that your case works will also be popular.

We also need to be encouraged to follow, leave messages and forward.

In addition to holiday copywriting topics, we also want to do some creative deconstruction of topics such as how brands can make fun of themselves, sports-themed marketing, etc. We hope you can give us feedback.

Finally, I have compiled a set of “tiger”-themed posters and illustrations, and I wish every partner in advance that “the tiger will always roar loudly in the Year of the Tiger.”

Author: Creative Call

Source: Creative Calls