How can you write a good copy for the Double Ninth Festival that will be a big hit?

There are so many copywritings that take advantage of the situation, but few of them are really worth reading.

This is also a good thing, as it leaves us with great opportunities. Poster copywriting made by interested netizens can have good dissemination. So as long as we pay a little attention, there will be good results.

So how do you write the copy for the Double Ninth Festival? Here are three ways to leverage the momentum.

1. Folk customs

Every festival hotspot has its own folk activities. For example, on the Double Ninth Festival, people go climbing and appreciate chrysanthemums.

2. Senior Citizens’ Day

The ninth day of September is designated as Senior Citizens' Day, so the Double Ninth Festival is also called Senior Citizens' Day. It is mainly about being grateful to parents, respecting the elderly and so on.

3. Numbers

September 9th, this number is quite special. Ninety-nine, 99 can also be used as an element of festive hotspots.

It is not difficult to find from past brand posters that all leveraged content is inseparable from these three directions. However, most brand posters are just holiday greetings and have little relevance. Just look at two cases and you will understand.

Pepsi

It’s the Double Ninth Festival again, and filial piety comes first in everything. On the Double Ninth Festival, besides missing you and wishing you the best, maybe we should do more...

Poster copy like this has nothing to do with the brand or product, and can be used with any other logo. The elements of Pepsi Cola are not combined with the Double Ninth Festival, which is not good enough.

Jiaduobao

Today is the Double Ninth Festival. Xiaobao wrote a poem, climbed a high place, looked far away, and admired the chrysanthemums. It should have been a happy day, but it turned out to be the most tragic thing in the world. grateful.

Although Jiaduobao appears in both the poster and the copy, this forced integration is a bit awkward. This isn't a poster that takes advantage of the situation; it actually feels like a TV promotion.

Comparing it this way, I think the poster that Midea refrigerator used last year was excellent. This is also one of the few Double Ninth Festival copywritings that is worth reading.

Midea Refrigerator: On the Double Ninth Festival, a hundred kinds of filial piety are celebrated.

Filial piety is an element of the Double Ninth Festival, and keeping things fresh is the function of the refrigerator. The two are combined with the phrase "Filial piety is the freshness of all virtues". This is the real copywriting that takes advantage of the situation.

So, how do you write a qualified copy that takes advantage of the Double Ninth Festival? Let me practice with a few products. Well, I will still write from these three directions: folk customs, Senior Citizens' Day and the number 99.

1. Condoms

When I got the condom product, the first thing that came to my mind was the number 99, which means Double Ninth Festival. Jiujiu, try to convert it into long, long, long, long, the copy would be something like this.

Condoms: Double Ninth Festival, long and lasting.

It feels a bit simple, barely passable at best. After thinking about it for a while, I think the number 99 can be used. I searched on Baidu and confirmed that 99 is also a sex position. The final copy is this.

Condoms: On the Double Ninth Festival, use 99.

In addition to the number 99, you can also use folk customs. Climbing high and picking chrysanthemums, these two contents can be used. That's what the Elephant Condom is, and I think it's quite creative.

Elephant Condoms: On the Double Ninth Festival, climb high and pick chrysanthemums!

The poster design is a bit smudgy, but I like it. There is one thing to note here. Although the poster should be eye-catching, there should be a bottom line. Telling dirty jokes regardless of the occasion is either stupid or foolish.

Therefore, don’t consider the direction of Elderly Day. Indeed, Durex and other condom brands did not take advantage of the Double Ninth Festival, perhaps because of this consideration. However, the two directions of number 99 and climbing high to appreciate chrysanthemums are OK.

2. Weight loss pills

Looking at the folk customs of the Double Ninth Festival, I think climbing high can be used. It is difficult for fat people to climb high, not only to the scenery, but also to the peak of their career. So, the content of the copy could be something like this.

Diet pills: Lose weight and climb higher everywhere.

It may be a bit difficult to write from the perspective of Senior Citizens' Day. I thought about it for a while and used a simple text trick. In fact, you can also write this copy in this way.

Diet pills: Reduce your legs and belly, but your filial piety will not decrease.

Finally, from the number 99 of the Double Ninth Festival, I quickly thought of weight. 99, just under 100 pounds. So the copy came out very quickly.

Diet pills: Fortunately it is the Double Ninth Festival, otherwise there would be no future if the number exceeded 100.

3. Underwear

The first direction is to take advantage of the momentum from climbing the mountain during the Double Ninth Festival. When climbing a mountain, I shyly thought of breasts. Perhaps underwear copywriting can be written from this perspective.

Underwear: The mountain I most want to climb during the Double Ninth Festival.

From the perspective of respecting the elderly and being grateful on Senior Citizens’ Day, the tone of the content should be more stable. Don't jump too much, and it's best not to be dirty. The first word that came to my mind was, “If your breasts are not big, how can you gather filial piety?” The tone is wrong and it cannot be written like this, as it risks bringing negative impact to the brand. Because this product is not suitable for this direction, you can choose not to do it, or you can write such copy.

Underwear: #Double Ninth Festival# I am grateful to my elders for protecting me from childhood to adulthood.

Hotspots are a good thing, after all, they provide a lot of free traffic . However, most people take advantage of the situation just to join in the fun. So if you can aim at an angle, it's easy to stand out. If you write good copywriting that leverages the situation, you may be the next Durex.