3 tips to teach you how to leverage marketing opportunities on Women’s Day!

Women's Day is not a big festival in the year, but festival marketing has become a promotional interactive battlefield that businesses must compete for. How to differentiate or make the festival exclusive to the company requires each brand to think hard.

March 8th has become an important festival for women in spring. At a time when the word "March 8th" has a slightly derogatory meaning, most brands related to women have changed " March 8th Women's Day " to "Goddess Day, Queen's Day"... In short, women on this day have privileges, red envelopes, and discounts...

I wanted to write an article earlier about the brand strategy for leveraging the "International Women's Day", but the timing was not right. However, I can make a brief summary now and give you some suggestions. Since this festival comes every year, keep it for future use!

Method 1: Use copywriting and pictures to take advantage of the situation

Suitable for business types: those with weak relationship with women's products, non- e-commerce , focusing on brand communication, and only for social operation needs

Thinking angle:

1. Respect - do whatever it takes to make a woman happy! For example, "The Queen uses my card today and gets XX discount"...
2. Blessings - You will never get tired of saying blessings a thousand times, but blessings with a little bit of heart will still be more classy. For example, a copy like "Happy holidays to the goddesses" is nothing new. You can change it to "The editor got up early to wish the goddesses a happy holiday" or something more in-depth like "The editor got up early to call XX special car, and arrived before everyone goes to work to wish the goddesses a happy holiday!" Add an action in front and the feeling will be different.
3. Care - Give a little touch, the company's caring greetings. As a female customer, you should feel the brand's love on this day. For example, "Today at 3:08 pm, all the queens who come here will get free meals!", "After 364 days of hard work, today you are the queen, you have the final say, and we listen to you!"...

Format suggestion:

1. Playing with words: Generally, choose words containing elements of Women's Day such as "goddess, queen, woman..." in the text. The second method is to use acrostic poetry, such as splitting the three words "Goddess Day". In addition to Chinese, English is also available.

For example: (for illustration only)

• The Queen Arrives
• China Car
• happy holidays

Examples:

Shenzhou Private Car "Safety Theme" (This is a poster of Shenzhou Private Car on March 8, 2016)

Durex (March 8, 2017 poster)

The copy on Durex’s official Weibo account is “Because of you, I have always been in love with it.” With the picture below, the three words “women, female, she” are blurred into “men, male, he”, and the “picture + copy” immediately becomes more profound.

2. Homophonic method: Homophony is also a common method in festival operations. March 8th Women's Day is often cited as "March 8th Father-Daughter Day". If your product is related to fathers or men, you can use this theme.

For example:

Women's Day = Father's and Daughter's Day

Game 2: Differentiated event planning

Suitable for business types: Businesses related to women's products, e-commerce, stores, services, conversion registrations or sales

Thinking angle:

1. Warmth - interactive activities such as sending a message and talking about privileges are more suitable for playing on Women's Day.
2. Giving gifts - this kind of activity can be carried out in advance, especially on e-commerce platforms, which can launch similar activities such as "Give your goddess a mysterious gift" on March 1st. Suitable for women's favorite brands such as cosmetics, women's clothing, snacks, etc. to participate.
3. Discounts - Discount policies are given around March 8, or on that day, suitable for e-commerce and offline stores (flower shops, restaurants, coffee shops, cake shops, women's clothing stores, etc.).

Format suggestion:

1. Interactive gift-giving type:

On March 8 or if you plan an event in advance, the theme can naturally be related to the queen, goddess, and women's privileges. You can also start from some small details, such as participating in the official WeChat event "Give your goddess the warmest words", and users can just reply directly.

Examples:

Coca-Cola (official Weibo interactive event on March 8, 2017):

Coca-Cola has great social content on every important holiday. Its official WeChat account mainly uses interactive topics. This time it is "Tell me what kind of privilege you want today" 3 exclusive gifts for the Queen, one topic + 3 gifts, with a creative picture of playing cards. Netizens were quite active in the interaction.

China Auto (official WeChat interactive event on March 8, 2017):

The theme of the WeChat push of Shenzhou Special Car on International Women's Day in 2017 was "【Goddess Voucher】What is the most beautiful girl like?", quoting the question and answer of Zhihu netizens. At the end of the push, it did not forget to encourage users to participate in the interaction and also gave out goddess coupons in the "read original text" section. This is the combination of “content, interaction, and coupon issuance”!

2. Privileged preferential type:

It is easier to combine with own products and businesses for products related to women, such as cosmetics e-commerce, maternal and child e-commerce, etc. Other unrelated companies can also participate in holiday marketing by giving privileges among copywriting and female user groups. The simplest way is, for example, "Female members can enjoy 38% off on March 8th!", "38 yuan discount on March 8th"...

Examples:

China Minsheng Bank (official WeChat account, March 8, 2017):

China Minsheng Bank is not closely associated with women's products, but it also used the "International Women's Day" style in its WeChat tweets. The few tweets pushed on that day were basically about goddess privileges and women-related content. The headline "Goddess Day, giving you a pampering with real money" is a good title . "Real money" is closely related to its own products, and it also emphasizes that the strength of "pampering" is sufficient. The article finally turns to the bank’s “ Golden Red Packet ” product.

JD.com (official WeChat account as of March 8, 2016):

It is not surprising that e-commerce is involved in holiday marketing. If there is no holiday, they will create one. So promotions are inevitable on Women's Day, and women are the main consumers.

Gameplay 3: Interact with the official WeChat account to gain popularity

Suitable for business types: Businesses not related to women's products and with weak creative capabilities

Format suggestion: Official WeChat comment interaction

This type of gameplay is very popular at present. Corporate official Weibo operations can follow excellent Weibo accounts, such as Durex, Coca-Cola, etc. Interact under their Women's Day Weibo, but please note that it is not as simple as just leaving a message. A few things to note:

1. Be quick: It is best to lock on to one or two target Weibo accounts, refresh their Weibo posts at their regular posting time in the morning of the same day, and reply as soon as possible.
2. Witty response: It is not enough for the reply to be fast. It also needs to be able to echo the topic of the main Weibo. For example, if someone says "Queen's respect", you can reply "What is the respect you give to the Queen".
3. Comment interaction: Replying to a comment is not the end. To take advantage of the trend, your comments need to be popular enough, such as the number of replies and likes. First, you can actively interact with netizens under his Weibo, and second, you can invite friends, colleagues, and even big Vs to participate.

Examples:

Durex official Weibo + Wunv Mountain Scenic Area & CC Live Broadcast & Laoshan Beer... (Durex official Weibo on March 8, 2017):

On March 8, 2017, after Durex posted on Weibo, several corporate Blue Vs quickly joined in the interaction, and all kinds of jokes were very lively.

Women's Day is not a big festival in the year, but festival marketing has become a promotional interactive battlefield that businesses must compete for. How to differentiate or make the festival exclusive to the company requires each brand to think hard. For example, if everyone just takes advantage of the popularity on March 8, it would not be enough. Some e-commerce and service brands are thinking about how to combine operations with marketing. For example, Baidu Nuomi held a " Girls' Day " on March 7, which made people feel that Girls' Day was exclusive to them.

March 8th, queens, are you celebrating?

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by the author @魏家东 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map