Summary of new media marketing hot spots and wonderful cases in May

Brand promotion can greatly increase exposure by making good use of hot spots at low cost. If you want to successfully catch up with hot spots, you must prepare in advance. Let’s take a look at the marketing hotspots and exciting cases in May.

The hot spots that come regularly touch people's nerves every year.

We always say that we should take advantage of the situation to follow hot spots, but in fact, many times it is not about following hot spots at all, but about making all preparations and waiting for the hot spots to come. More and more brands will list possible hot spots in the industry in advance to prepare for the future.

So this time, it’s still the old rules. I will still share with you the new media operation hotspots every month in 2018, familiar channels and familiar people.

Well, here is the new media marketing hot calendar for May 2018!

Throughout May, there are four major marketing nodes - Labor Day, May 4th Youth Day , Mother's Day , and 520 Valentine's Day .

First, the key points:

May 1st – Labor Day

On May 1, 1886, more than 200,000 workers in Chicago went on strike for an eight-hour work system. To commemorate this great workers' movement, this day was designated as International Labor Day.

During the three-day May Day holiday, you need to plan carefully in advance whether to stay at home and browse your Moments or to live in other people’s Moments. There will definitely be a lot of regular discount promotions during the three-day holiday.

Related angles: Keywords such as praising workers, selecting model workers, complaining about overtime, protecting labor law rights, and traveling on May Day can serve as a foothold for creative holiday communication.

Format: Pictures, texts, H5, small games , posters, live broadcasts , Weibo, Moments, videos and all other hot formats can be used.

Case reference:

Lagou.com - "Lagou Daily Internet Company Overtime Ranking " H5:

The overtime ranking list of Internet companies published by Lagou Daily selects Labor Day to take stock of these companies that work overtime, and to express condolences and encouragement to the working people of the listed companies. The perspective is very novel.

Tongcheng - Tongcheng train ticket "lazy cancer detection" H5:

Coca-Cola - Xiaoke May Day Travel Guide Poster:

Of course, there are some brand posters that are definitely indispensable:

May 4th – May 4th Youth Day

After May Day comes May 4th. What kind of festival is May 4th? The company doesn’t even give us young people a holiday. I’m complaining.

In this way, conventional posters, Weibo, Moments, H5, pictures, videos, and even topics can all be used. Most of them are still based on posters.

Case reference:

2017 Alipay ——#May4YouthNoCash# series of activities:

Alipay has joined hands with six top KOLs , internet celebrities and artists: @Rainbow Chamber Choir, @Kanba Chairman Ma Rui, national younger brother singer @Xu Hao, writer @Zhang Haochen, @NASA Chinese and @Office Ono to jointly advocate the aesthetics of cashless living.

Of course, there are also a number of brands taking advantage of the posters:

May 13 – Mother’s Day

The second Sunday in May is Mother's Day, a holiday to thank mothers. This holiday first appeared in ancient Greece, while modern Mother's Day originated in the United States.

This is a hot topic that major brands are flocking to take advantage of, but most of them revolve around two ideas: expressing gratitude for Mother's Day, describing the hard work of mothers, and expressing love for mothers; or using irony to sensationalize that mothers are liars, and how to celebrate this holiday in an unconventional way requires some imagination.

Case reference:

Reflective: Rehtom - Recruitment video:

Rehtom posted a demanding job ad for an " operations director " position, with many applicants being interviewed via video.

During the interview, the recruiter said: This position is very responsible and requires you to know everything. So you have to work 24 hours a day, 365 days a year, without vacation or salary. There is not even time to eat or sleep.

One candidate asked: Is that legal? Answer: Absolutely legal. And this job is called mother.

The video eventually seemed to get nearly 30 million hits.

Childlike type: FOTILE - accompany you to live in a fairy tale:

On Mother's Day, FOTILE teamed up with a well-known illustrator to launch the most ingenious Mother's Day customized gift - the mother in a child's "painting".

As long as everyone uploads a photo with their mother on Weibo and adds the hashtag #Accompany you to live in a fairy tale#, they will have the chance to let netizens and their mother live in a real childhood "painting".

Touching and Warm Type: Mystery - "Thank you, Mom" ​​H5:

Have you ever washed clothes for your mother? Do you know how many dirty clothes your mother has washed for you over the years? These mysterious questions are simple and warm.

It doesn’t matter what the answer is. The brand cleverly combines its product with doing laundry for mom on Mother’s Day to achieve holiday promotion effect.

Haagen-Dazs - Share sweet moments with mom H5:

Upload photos with your mom and recapture the sweet moments between you and her. After entering your and your mother's birthdays respectively, several pictures and texts with corresponding times will be automatically matched, and finally the content of the activities of the Haagen-Dazs store will be introduced.

Heart-wrenching type: Aidi Palace - Shenzhen Metro Special Train

"How are you? I just learned how to send WeChat messages , so I'm sending this to you for a try. I'm your mom."

"Mom's little cotton-padded jacket did not become her bulletproof vest in the end"

"Your figure is getting smaller and smaller, and I am getting bigger and bigger"

The copywriting of Aidi Palace’s Mother’s Day subway special train uses the simplest language, which is exactly what is most touching, and these words coming from a brand like Aidi Palace are even more touching.

Creative idea: JetBlue Airways - 1 crying child on the plane = 25% discount

When a child cries on a flight, not only will the passengers feel annoyed, but the mother will also feel embarrassed and at a loss.

On Mother's Day 2016, JetBlue announced that for every time a child cried on a four-hour flight from New York to California, passengers on that flight would receive a 25% discount on their next flight.

This means that as long as children cry four times, they can fly for free next time.

When the fourth cry was heard, the passengers who had received free tickets couldn't help but burst into warm applause. JetBlue hopes that more people will understand the difficulties faced by every mother traveling with her baby.

After the creative video of Sky Baby was posted on Twitter, it received 130,000 hits in just one day after being uploaded, and received a huge response.

May 20th – 520 Valentine’s Day

Because "520" is homophonic to "I love you", May 20th of each year has become a festival spontaneously initiated by hundreds of millions of netizens - Internet Valentine's Day.

Related angle: Leverage online Valentine’s Day themed promotions. Discounts, promotions, free trials are the norm, as well as various 520 combination prices and combination packages.

Basically, all hot forms such as pictures, texts, H5, small games, posters, live broadcasts, Weibo, Moments, and videos can be produced.

There are also various 520 topics, various wall activities, various displays of affection, various event marketing , and even a confession H5, which can be divided into anonymous confession and real-name confession...

Case reference:

Brands join hands to show off their love - #520Let's roll together#:

Weiquan Daily C Confession Bottle (Confession Love Letter):

BLOVES - "Let Myself Go" video:

BLOVES shot a TVC for all those who are trapped in love, and wrote 9 sentences with the theme of "Let go of yourself". Every love with a story is worth remembering. Let's listen to you on 520.

Now that we have touched upon the main points, let’s move on.

May 2 – Honesty Day

Honesty Day, also known as "Don't Lie Day", is established on May 2nd every year in Montero, Wisconsin, USA. It was established to commemorate an 8-year-old boy who gave his life for insisting on honesty.

Related angle: Brands use positive confessions, paradoxical statements, etc. to tell consumers their brand propositions.

May 5th – Beginning of Summer

Lixia is the seventh solar term in the twenty-four solar terms in the lunar calendar and the first solar term in summer. All things are growing and thriving!

The Beginning of Summer marks the farewell to spring and the beginning of summer. People usually regard the Beginning of Summer as an important solar term when the temperature rises significantly, the hot summer is approaching, thunderstorms increase, and crops enter the peak growth season.

If there are no special circumstances, basically a picture or text or a hot poster can be posted on WeChat and Weibo. It is usually a competition of creativity.

May 8 – Red Cross Day

The key words for World Red Cross Day are: humanity, peace, independence, public welfare, assistance, love, health, and a better life.

The Chinese Red Cross Society also has humanitarian purposes and works to protect human life and health. We often see the Chinese Red Cross in many major disaster relief operations.

Related perspective: The most impressive thing about such a hot topic should be large-scale charity activities, and the others can be operated normally. It is recommended that those with official accounts can post about it, which also shows the love of the brand.

Case reference:

Colombian Red Cross "Stuff the Flag" campaign

The Colombian flag has three colors: yellow, blue and red. The red color represents the blood shed by "killing the enemy before surrendering". The "fill the flag" activity planned by McCann Advertising Company for the Colombian Red Cross Society turned into a blood donation for the Red Cross Society.

The authorities turned the Colpatria, the tallest tower in the financial district of the capital Bogota, into the three colors of the national flag, and the red at the bottom became a statistics of blood donations, calling on the people to donate blood to "fill the void."

May 8 – Cannes Film Festival

The 71st Cannes Film Festival will open on May 8 in the southern French city of Cannes.

The Cannes International Film Festival, also translated as the Cannes International Film Festival, is one of the most influential and top international film festivals in the world today. It is known as the three major international film festivals in Europe along with the Venice International Film Festival and the Berlin International Film Festival. The highest award is the "Palme d'Or".

Needless to say, everyone should be familiar with this. There are too many hot topics, such as celebrities, interesting things, awards, red carpet, on-screen and off-screen, judges, guessing results, various clothing competitions, award-winning movies, etc.

Too bad I can't use any of them.

May 11th – Avengers 3 released in mainland China

The film will be released in the United States on April 25, 2018. Unless you disconnect from the Internet and isolate yourself from the world in the past half month, you will have already been spoiled.

Go ahead and complain, I won’t say anything more.

May 12th – 10th anniversary of the Wenchuan earthquake

It has been 10 years since the Wenchuan earthquake. We can launch a 10th anniversary series reviewing the 10 years of joys and sorrows of the survivors, and then look at the Wenchuan earthquake from other perspectives.

Taboo: Don’t show any traces of marketing. Days like this are more sincere.

May 18 – International Museum Day

International Museum Day is scheduled for May 18th every year. On this day, museums around the world will hold various publicity and commemorative activities to celebrate their own festival, let more people know about museums, and better play the social functions of museums.

If you are interested, you can take a look at the theme of this year's International Museum Day. There is a corresponding theme for this day every year.

For general industries, just do it if you want to, and forget it if you don’t have time. In fact, you can also turn your products into a museum like Durex ’s museum H5 to show the brand history.

Durex——AiR Love Thin Goods Museum:

May 21st – Grain Full

Grain Full is one of the 24 solar terms and the second solar term in summer. Xiaoman - its meaning is that the grains of summer crops begin to fill with juice but are not yet mature. It is only Xiaoman, not Daman.

Similarly, a hot topic poster can be posted on WeChat and Weibo, and it is usually used to compete for creativity.

May 31 – World No Tobacco Day

In November 1987, the World Health Organization recommended that April 7 of each year be designated as World No Tobacco Day, and it was implemented from 1988. However, starting in 1989, World No Tobacco Day was changed to May 31 of each year because the next day was International Children's Day , and it was hoped that the next generation would be protected from the harm of tobacco.

Case reference:

FOTILE - "Give me a lollipop in exchange for one less cigarette you smoke" public service advertisement:

A little girl walked onto the street and exchanged a lollipop for a cigarette in an adult's hand. Many people were melted by the little girl's smile. Even a rough man took the lollipop with a smile and put out the lit cigarette in his hand.

FOTILE - "Refuse to smoke before meals" video advertisement :

This case is also very classic. Fangtai invited two national mothers to perform a video advertisement of "Refusing a Cigarette Before Meals". Mothers are so focused on getting you to quit smoking and protecting your health that they neglect themselves.

The fumes they inhale every time they cook a meal are no less harmful than smoking a cigarette, and they are the ones who are most harmed by the fumes.

So the result is that we not only care about you, but also your family's health. We hope that you and your mother will quit smoking and refuse to smoke before meals.

Look, what a great advertisement.

Or, you can do this: as long as you post a short video on WeChat Moments, Weibo, Tik Tok , etc. and @ the brand on that day, you can get corresponding rewards.

Finally, there are several hot spots that you can choose from:

May 2 – Leonardo da Vinci dies

May 3 – World Press Freedom Day

May 12 – Nurses Day

May 25 – World Stroke Day

The above, welcome to add to it!

I hope this is helpful to you all and that new media marketing operations will take a step further. See you in June.