This year's Qixi marketing, big brands are doing it this way

It’s Chinese Valentine’s Day again! ! !

Such dog-torturing festivals always come quickly and go slowly, and major brands are eager to release their Qixi Festival advertisements half a month in advance. Chinese Valentine's Day is a very important festival of the year for advertisers and public relations professionals, not only because it is our Chinese Valentine's Day , but also because every time this "sweet moment comes, there is always an irresistible urge to consume. It goes without saying that those who have a partner naturally want to buy, buy, buy to comfort themselves, and many single people also want to buy.

Although it is a dog-torturing festival, quarrels among some young couples are inevitable on this day, probably half of the time it is because the boys have forgotten what holiday it is. This is when the advantages of us advertising and public relations dogs come out. Even if we don’t remember anything, we can still recite the festivals by heart. However, I don’t know whether we remember to buy gifts. Anyway, Qixi Festival advertising is indispensable. It’s the same for us. It’s not important whether we buy gifts or not. What’s important is that we must organize advertisements to take advantage of the Chinese Valentine’s Day.

We first compiled the first wave of brands that took advantage of the Qixi Festival to run advertisements, including vivo , Tmall , NetEase Yanxuan , Changqing, Land Rover, Tissot, Burberry, Tiffany, Cartier, and Coach.

vivo #Light up your heart on Valentine's Day#

Chinese Valentine's Day advertisements always include sweetness, affection, and romance. However, this year's Chinese Valentine's Day advertisements are not just about love. Who says that only love is beautiful? Why isn't being single beautiful? vivo launched two versions of posters before the Chinese Valentine's Day this year. Love is beautiful, and being single is also beautiful.

Single Version

Love Version

Tmall X Local Climate

It doesn’t matter whether you are in love or not, you must support your couple. In the past two years, various CPs have emerged one after another. They can become a CP as long as they appear in the same frame, and they can also be edited into a CP even if they don’t appear in the same frame. This year, Tmall "found" various classic CPs in history for the Chinese Valentine's Day, such as Heshen and Ji Xiaolan, Yang Guifei and Emperor Xuanzong of Tang, Liang Shanbo and Zhu Yingtai, Jia Baoyu and Lin Daiyu, Zhizunbao and Zixia Fairy, and Xiang Yu and Yu Ji. Who do you support this time?

This time, Tmall’s Chinese Valentine’s Day advertisement was launched in cooperation with Local Climate. The Local Climate that made Pechoin popular also attracted a lot of attention to Tmall’s Chinese Valentine’s Day hot advertisement. The retro yet cute style and the combination of classical characters and modern scenes add a lot of fun. The style of Jia Baoyu liking Ultraman and little monsters, and Lin Daiyu liking bags is quite harmonious.

NetEase Yanxuan

The recent news of the opening of China's first offline physical hotel has made NetEase Yanxuan a hot topic among major media. NetEase Yanxuan is actually a very young e-commerce brand, which was only established in 2016. Its biggest feature is that it produces and sells its own products and has direct connections with major manufacturers, so its price advantage is obvious. Taking advantage of the popularity of the physical hotel, NetEase Yanxuan will of course use the Qixi Festival to promote itself again.

As a shopping platform, NetEase Yanxuan turned the daily life between two people into true confessions and invited 9 cartoonists to create 9 posters.

In addition to these 9 comic posters, NetEase also portrays simple gifts as romantic confessions. You would never have thought that giving a pot or a pair of slippers on Valentine's Day could be so romantic.

Changqing#Love is as rare as Changqing organic yogurt#

Changqing sponsored the latest season of the celebrity dating reality show "We Are in Love: Love is Destiny" this year. The popularity of this variety show on the Internet has been increasing recently. From the love topic of Zheng Kai and his official girlfriend to the sweet clips of Pan Weibo and Wu Xin, Changqing must not miss the hot spot of Chinese Valentine's Day this year.

This time, Changqing’s Qixi Festival advertisement also invited Zheng Kai from "We Are in Love: Love Is Destiny" to help out. In addition to Zheng Kai, there are also many celebrities such as Zhang Jiajia, Mimi Meng , Ding Yichen, Anthony, and the little vest for memories. This time, Chang Qing chose the most popular subway station this year as its main location, and spread these celebrity love letters all over the Nanjing Metro.

Land Rover#What is Xi Mengyao wearing? #

Land Rover invited supermodel Xi Mengyao to play a suspense game on Valentine's Day this year. Around August 14, Land Rover released a suspense video. Xi Mengyao kept changing clothes on the way to the show. In the end, which dress did Xi Mengyao choose? Eight days later, Land Rover gave the answer.

Tissot Watches

Tissot watches launched a love short film this year and invited Liu Yifei and Huang Xiaoming as the protagonists. Liu Yifei has always been the spokesperson for Tissot, and this collaboration with Huang Xiaoming reminds people of the scenes of "The Return of the Condor Heroes" more than ten years ago. The rhythmic music in the background feels like the ticking of a pointer. Two people who truly love each other will always meet again after separation, just like the two pointers on a watch.

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On Chinese Valentine's Day, apart from e-commerce platforms, perhaps the most "exciting" things are some luxury goods. In the romantic and special atmosphere of Chinese Valentine's Day, jewelry must be a hot consumption item for people, as well as bags. According to a survey, in China, bags and lipsticks are the two categories with the highest popularity on social media . Moreover, in the past two years, luxury brands have paid more and more attention to the Chinese market and often launched limited edition products in China. After all, the purchasing power of Chinese consumers is obvious to all. For these foreign brands, in order to make consumers feel the importance of the Chinese market, they need to have special marketing plans for the Chinese market. Qixi Festival, a special festival with Chinese traditions, is a good time to do so. This is why many luxury brands will not miss the hot spot of Qixi Festival.

Burberry

This year for Chinese Valentine's Day, Burberry created an H5 and invited a group of elves to transform into elf messengers to deliver their confessions to you. These mysterious messengers are the people below. If you want to hear their secret confessions, you can scan the QR code to listen.

Scan the QR code to experience H5

Cartier Opens a Romantic Sky Tour for Chinese Valentine’s Day

Cartier is doing something different this year. Usually, the luxury advertisements we see always feature romantic locations like the top of the Eiffel Tower and hot air balloons. In order to find a different confession spot, Cartier is preparing to send you up into the sky by helicopter during the Chinese Valentine's Day, allowing you to have a unique and perfect confession. Moreover, I heard that the helicopter has been painted in the cool "Cartier red".

Tiffany & Co. Tiffany#Love, the best choice#

This time on Chinese Valentine's Day, Tiffany invited Mark Chao to shoot a series of commercials - "Love, the Best Choice". However, Mark Chao, who already has Gao Yuanyuan, seems to be showing off his love every minute.

Tiffany "Love, the Best Choice" Warm Special Edition

Tiffany "Love, the best choice" sweet and fresh version

Scan the QR code to watch the video

Tiffany "Love, the Best Choice" Love Essence Edition

Scan the QR code to watch the video

COACH #If I hadn't met you#

Before this year's Chinese Valentine's Day, COACH launched a love short film starring Ren Jialun and Yao Xingtong, telling the story of two people who met in a bar and fell in love at first sight with one glance, but love is never so easy. They passed each other by again and again, but finally met again and found each other.

Durex

Overcoming everything to be close to you

Durex x Dettol

Durex

Informal flirting

Geely Auto X Elephant

elephant

KFC

I love you

McDonald's

Mengniu yogurt

Tongyi Old Style Pickled Cabbage Beef Noodles

Ctrip

Golden Arowana

Xiao Ming

Jiang Xiaobai

Juewei Duck Neck x Soup Master

#Chinese Valentine's Day True Love CP Talent Show#

Mengniu

China Merchants Bank Credit Card

Baidu Map

Are you hungry?

Tanabata Special Pop-up Store

Jiayuan.com

Cowherd and Weaver Girl Elop Game

Scan the QR code to play games

Jiayuan.com X Sogou

Jiang Xiaobai

Forbidden City Cultural Jewelry

#My new way to celebrate Chinese Valentine's Day#

Didi Chuxing x Xiaokaxiu

Tmall

Zhenai.com

2017 Single Population Survey Report

pulsation

Real Fruit

Jianlibao