December marketing hotspot calendar, keep it!

In the blink of an eye, there is only one month left in the magical year of 2021. Let’s take a look at the marketing KPIs set at the beginning of the year. Have you all completed them?

If you haven’t finished yet, don’t be discouraged, there is still a chance! Double 12, Christmas, New Year’s Eve…the highlight of marketing is at the end of the year! Take this marketing calendar , and you can still go for it!

Next, Enjoy:

Heavy snow on December 7

"If you have time, you will come and see me, to see how the snow ages and how my eyes melt."

Heavy snow is a romantic solar term. For marketers, there are also many creative inspirations worth exploring.

Keywords

Snow, Warmth, Romance, Cold

Angle reference

1. Weather related: As the weather is getting colder due to heavy snow, you can take this opportunity to send warm greetings to consumers and convey the warmth of your brand.

2. Customs related: There are traditional customs in the Big Snow solar term such as taking tonic food, pickling meat, and eating sweet potato porridge. These festival customs can be combined with the product and cleverly integrated into the poster.

3. Positive energy related: In traditional Chinese culture, "heavy snow" is also likened to difficulties and adversities, which can be used to spread and convey positive brand values.

4. Romance related: Fancy expressing love during the Great Snow Festival is also a common tactic used by brands to leverage on the trend.

Case reference

• Huang Shang Huang, Haier, Manifen and Tongcheng Travel have successively sent "warmth" on cold days;

• Cha Yan Yue Se, JD Fresh, Kweichow Moutai, and Xiaomi play with festival customs;

• Hongqi, GAC, Tomson I-Pack, and Asus are not afraid of the "wind and snow";

• Baihe.com, Ctrip.com, Meituan, and Jiayuan.com all express their love to "you" in various ways.

December 12th, Double 12

In a word, the key to a brand’s success during the Double 12 shopping spree is “discounts”.

Keywords

Discounts, shopping festivals, benefits, shopping

Angle reference

1. Focus on the product, use advertisements or posters to show product features and highlight preferential information;

2. Build an image, start from the perspective of environmental protection and green, and initiate related topics or offline activities;

3. Be innovative and create eye-catching effects and a sense of freshness by focusing on keywords such as “anti-consumerism” and “rational consumption”.

Case reference

• NetEase Yanxuan’s “reverse thinking”

Anti-routine marketing has become the standard of NetEase Yanxuan. The "implied advertising" on Double 12 saves money and makes money at the same time:

• Meituan's "Four Words" Official Announcement

Meituan’s Double 12 announcement was unexpected, with a short four-character official tweet: Shen Teng, Jia Ling, but signed by seven editors. A bunch of cool operations won a lot of comments on the screen:

• Alipay launches green initiative

Alipay avoids promotional hot spots and takes the environmentalist route. On Double 12, it encourages users to choose public transportation more:

• Taobao holds product talent show

Taobao tells the stories of products from the perspective of "people's treasures" and gives them independent emotions:

December 21 Winter Solstice

Commonly known as "Winter Solstice is as important as New Year's Day", Winter Solstice is a very important solar term in the eyes of Chinese people. In previous years, on this day, both the south and the north would stage a debate on "what to eat during the Winter Solstice".

Keywords

cold, warmth, dumplings, glutinous rice balls, reunion

Angle reference

1. Satisfy consumers’ emotional needs: Winter Solstice means family reunion, so brands can incorporate thoughts and wishes about home into their posters;

2. Use relevant elements: Short days and long nights, dumplings and glutinous rice balls are all unique elements of the winter solstice, and combining them with products is also a good way;

3. Give back with gratitude: remind people to pay attention to health preservation and keep warm, and send warm care.

Case reference

December 24 Christmas Eve/Christmas Day

Although Christmas is a Western religious holiday, with the rise of Generation Z consumers, this foreign festival that is loved by domestic consumers has long gone beyond the scope of a simple holiday. More and more brands want to show their talents at Christmas.

Keywords

Santa Claus, elk, carnival, blessing, apple

Angle reference

1. In the warm and festive Christmas, we launched related co-branded products and peripherals to protect children's innocence and spread love;

2. Combine Christmas Eve, apples, Christmas trees, Santa Claus, Christmas hats, Christmas stockings, gifts and other characteristic elements to hold offline activities, create Christmas scenes and build a festive atmosphere;

3. Focus on the keywords of "reunion, companionship, and blessing", and then combine Christmas elements with the characteristics and selling points of the products according to the positioning of the brand and the theme you want to convey;

4. As the global epidemic recurs and mutates, jointly "fighting the epidemic" is also an important theme of Christmas.

Case reference

• Advertising Film

①Marks & Spencer and McDonald’s protect children’s hearts at Christmas:

②Coca-Cola shares the joy of Christmas:

• Limited products and peripherals

① Starbucks launched the "Red Cup Season" limited event and launched limited products:

②DIOR uses the store's street view as a printing element in its Christmas limited countdown calendar:

• Leverage poster

December 31 New Year's Eve

The Little Prince once said: A sense of ritual is what makes a certain day different from other festivals, and a certain moment different from other moments. New Year's Eve is undoubtedly the most ceremonial time of the year. On this day, we can press the "restart" button for ourselves, say goodbye to the past year, and embrace the new year.

Keywords

New Year's Eve, New Year, Blessings, Farewell to the Old and Welcome to the New, Wishes

Angle reference

1. Say goodbye to the old: At the end of each year, there are always various year-end summaries, and brands are no exception. Looking back at the past year is a common New Year’s gesture for brands;

2. Welcome the New Year: The new year represents a new beginning. Giving blessings and making wishes for the new year is a killer move for brands to get closer to consumers.

Case reference

• Genki Forest released the "New Vitality Declaration" on New Year's Eve

• Tmall Guochao held the "1231 New Domestic Products New Year's Eve Live Show"

• Lynk & Co launches the "time capsule" H5 that roams the universe

• Leverage poster

All the past is a prologue.

See you next year!

Author: Mad Men

Source: Mad Men