Are you going to cause trouble during the festival? If you don't understand these, you are just amusing yourself

As the saying goes, every festive occasion makes people miss their loved ones more. The influence of festivals on Chinese people can be said to be deep-rooted. But not every festival is suitable for festival marketing . Before doing festival marketing , you actually need to think about the festival, what the festival theme is, whether it is suitable for the APP you operate , and how to make users aware of it and willing to participate in the event. Let’s take the Chinese Valentine’s Day as an example to discuss how to conduct holiday marketing.

1. Festival status and keywords

1. Current status of the festival

In the eyes of young people, these are days of showing affection, with people posting photos and gifts on Weibo and WeChat Moments . Singles call themselves "single dogs" and use extremely depressing words to describe their hopelessness in being single, with a hint of sourness in their words. There are also those who declare themselves single and do not want to be in a relationship.

The Internet industry plans a variety of activities, competing in creativity, to have fun with users or just to have fun on its own. Take advantage of festivals to organize activities, increase user activity, and increase product sales. If various apps don’t come out to have fun during festivals, users will feel uncomfortable.

2. Festival Keywords

Mainstream keywords: showing affection, love, couples ,

Non-mainstream keywords: single dog

Every festival has its keywords, and hot keywords are often sought after, but this does not mean that themes that go against the trend have no advantages.

2. How do major APPs do marketing?

Keywords: showing affection, love, couple

1. Festival activities

(1) JD APP “Restart Time and Space, Fall in Love with You”

When I opened the JD APP, I found that apart from the discounts on products, the atmosphere of the Chinese Valentine's Day was not very strong. After manually scrolling down the page, I found JD's "Restart Time and Space, Fall in Love with You" mini -game . Users can shake their phones left and right to help the heroine avoid the dark witch and reunite with the hero. They can successfully complete the game and get coupons. This event is aimed at Huawei Honor series mobile phones, so the game audience is relatively small, but only when users successfully complete the game can they get coupons. The design of the event is much more sincere than a simple product discount page.

(2) Meituan APP “Don’t waste my time”

Meituan’s food delivery app created an H5 page , where the currently popular GAI Ye and Li Yugang had a song battle. It seemed as if they invited Li Yugang to suit the occasion, and they roped in GAI Ye to take advantage of the popularity. When the Jianghu style collides with the opera style, the scene... always feels a bit far-fetched. At the end of H5, sharing and grabbing red envelopes are inevitable. It seems that there is no other way to play in the takeout industry except red envelopes.

The above two relatively simple APP activities are just simple activities planned according to the festival, which stop at the point to let users know the existence of the Qixi Festival, without any further extension. From the perspective of event operation , the above two activities did not provide good user incentives and stimulate users to complete the next step.

2. Activities combined with APP functions

(1) Changba APP "Qixi Trial Love"

• You sing and I listen: After the user enters the room, he/she will match with another person of the opposite sex, complete the system-specified behaviors, and receive overall ranking rewards based on the system ranking.
• Online Lovers: Test the user's online lovers. Click to enter the anchor's live broadcast room. Users can give gifts to the anchor while watching the live broadcast. After the event, rewards will be given to the anchor based on the ranking, and the true love around the anchor can also receive rewards.
• Meet by voice: Show other users' recent works on the activity page. If both parties click "like", they can see each other's avatar and become friends.

The activities of the Changba APP revolve around singing, which is consistent with its main product function of "recording user singing". "You Sing and I Listen" and "Meet by Voice" both help users find their other half through singing matching. Users can indicate their emotional status on the "Singles VS Sweet Lovers" page and help their own group. Through rankings, users are stimulated to participate in activities.

(2) Xiami Music APP “I am the love song, you are the theme”

To commemorate the 90th anniversary of Chinese love songs on the Xiami Music APP, an offline lyrics exhibition related to love songs was held. Couples only needed to go there during a specific time on the Chinese Valentine's Day and write down the second half of a love song to get a rose. The online page of the event displays the lyrics of classic songs from various eras.

The main function of the Xiami Music APP is to provide users with high-quality music. The love song exhibition launched on the traditional Valentine's Day , Qixi Festival, is consistent with the main function of the product. Moreover, music itself has a profound impact on people's emotions. The combination of Qixi Festival and love songs is such a timely activity that naturally attracts users to participate.

The Chinese Valentine's Day activities of Changba APP and Xiami Music APP allow users to feel the atmosphere of Chinese Valentine's Day, and the activities are combined with the functions of their own APPs. Driven by both the festival and the APP functions, users are happy to participate in the activities, and the user activity of the APP has also been improved.

3. Multi-threaded parallel activities

NetEase Yanxuan APP "Strictly Selected Qixi Festival"

• Carefully selected Chinese Valentine's Day: Products are discounted, orders over 770 yuan for Chinese Valentine's Day will receive a 77 yuan gift, and selected products are on sale for a limited time.
• Love Museum: Use comics to tell the stories behind Yanxuan products. Users can also submit their own love stories on the "Join Yanxuan" page, and these stories will be displayed at the bottom. A carefully selected love museum was also held offline for people to visit.
• Give it to her/him/yourself: The best gift selected for a specific person, no longer has to worry about buying gifts. The "Give it to yourself" product page also reminds users not to forget to love themselves while loving others.
• Love monologue album "Don't Give Me Gifts": A CD will have two sides, A and B. This album tells the stories of the gifts they encounter in their lives from the perspectives of men and women respectively. The gifts separate them from the wrong people and eventually bring them together with the right people. Touch users through hearing.
• Love Season: Cooperate with the program “We Are in Love” to launch holiday-exclusive discounts on the Black Pineapple series of products, and use the influence of the program “We Are in Love” to sell more products.

NetEase Yanxuan’s “Yanxuan Qixi Festival Event” can be said to be a big move, selling products by playing the emotional card in many ways. We carefully selected holiday merchandise and offered limited-time discounts to encourage users to place orders; we built a love museum to showcase the love stories behind the users of the merchandise, allowing users to feel the warmth of the merchandise; the monologue album "Don't Give Me Gifts" touched users' sense of hearing; and the Black Pineapple series of merchandise, co-created with the hit show "Let's Fall in Love," became the main merchandise for the Chinese Valentine's Day.

Keywords: single dog

Attitude activities

(1) NetEase Yanxuan’s “Caring for Singles”

The gameplay of the activity is very simple. Click to enter the page, and you will be prompted with "You have been determined to be a single dog by big data ." The page is interspersed with the chirping sounds of single dogs, and other single dogs adopted by NetEase Yanxuan are displayed at the bottom of the page.

The scene was so tragic that it could not be described by just one word. But for single guys, they have long been accustomed to single life and self-deprecating. On festivals like Chinese Valentine's Day, they will even make fun of themselves. While others are celebrating the festival, they just eat dog food in silence. As for love or something, it's fine if they don't have any.

(2) “Be Yourself”

The fashion watch Wei Lu Shi booked the Shenzhen subway during Chinese Valentine's Day to speak out for those single people. It doesn't matter whether you are in a relationship or not. You can still be cool while living alone.

Is it bad to eat alone and live alone? No, it is not. Enjoy life with yourself. Don’t become someone else to please others. Just be yourself. The offline poster of Weilushi watch speaks for those single people, saying that we can live alone and live a cool life.

When it comes to Chinese Valentine's Day, most people will think of the sweetness and beauty of love, but ignore the single group. NetEase Yanxuan and Weilushi are brands that speak for the single group. Being single is not a public nuisance. Whether people are single passively or actively, they are all working hard to live and should not be ignored. On such a special festival as Chinese Valentine's Day, planning relevant activities for single people not only makes them feel that someone cares about them, but also helps them to strengthen their own values.

Summarize

A good holiday marketing campaign should not be just a form, it should combine the festival with APP functions to let users use the APP. If you want to operate a deeper event, you also need to apply emotions well, combine festivals, APP functions, and user emotions, let users participate in the event, identify with the event, and spontaneously spread your event.

This article was compiled and published by @活動盒(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising