Today we will learn about topic marketing in 5 minutes. We will share with you how to conduct social marketing and topic dissemination during the Chinese Valentine’s Day. We will share with you from the aspects of topic copywriting, product socialization, marketing experience activities, and case sharing.

1. Festivals

Related words include: Qixi Festival, Qiqiao Festival, and Girls' Day.

Topic copywriting can be: "Don't look at the sky, look at the street" (Niao Niao Niao, Durex) "Your seven breaths, my Qixi Festival" (Mei Niang) "A little wine to soothe the mood, not suitable for children" (Jiang Xiaobai) "All fairies are wearing a coat that is loved by someone." "Not just the Chinese Valentine's Day, I want to be with you every day and every night" (Home) "On July 7th, we must be in pairs" (Qia Qia) "'A lifetime, two people, three meals, four seasons' are not just talk" "Give her seven colors on the Chinese Valentine's Day, and she will be in a good mood every day" (Lipstick). "This Chinese Valentine's Day, take off your disguises and face love directly without disguise" (Home).

In terms of product socialization, many products on Valentine’s Day will be sold in sets, which is very suitable for clothing and cosmetics. "Be in a good mood every day of the week" can be made into gift boxes with different moods. In addition, tea and wine can be packaged in small boxes and given as gifts to elders, colleagues, or friends, which is also very appropriate.

Activities can be related to the Qiqiao Festival. As a traditional festival in ancient China, the Qiqiao Festival includes customs such as worshiping the moon for blessings, worshiping the Weaver Girl, eating Qiaoguo, and begging for marriage. Shopping malls, real estate, and cultural tourism can all expand on these customs. For example, hold some ancient fairs, wear ancient costumes, and create a festive atmosphere.

2. Warmth, Encounter

Related words are: distance, care, and protection.

Topic copywriting can be: "Before I met you, I never thought that there was someone who would share the same journey with me" (Ctrip), "The center of the world is (1°32′E, 47°13′N) and my center is (you, you)", "For you, no matter how far away it is, it is not a distance" (Real Estate), "It is like spring here all year round. The only things that remain unchanged are the temperature and the heart that loves you" (Culture and Tourism), "Let's drink this glass, and I will accompany you on this road from now on" (Wine). "There are many passers-by on the road of life, everyone has his own direction, and I am heading towards you" (Real Estate) "I was going to travel around the world, but when I met you I thought I could stop for a while" (Royal Jelly) "The whole world is filled with the sweet and sour taste of showing affection, and only I care about whether you have a good meal" (Catering) "No matter how far the distance is, love can write it off" (Travel).

You can do the opposite of "The Happy Life of Single People" at the event. Shopping malls or real estate agencies can create a topic wall or display activities on a large screen. You can scan the QR code or write a message by hand, telling stories about happy single life and the most popular stories, and receive a small gift for singles on Valentine's Day.

3. Infatuation, Love

Associated words include: sincerity, simplicity.

Copywriting on love topics can be: "Love is complicated, IKEA is simple", "My heart that loves you is full of power" (Automobile), "My love for you is pure and unadulterated", "Love is the last spicy strip left, and I only want to give it to you" (Weilong), "No matter how mediocre I am, I always feel that my love for you is beautiful" (Real Estate), "I love the smell of your perfume, but I love your smell of fireworks even more" (Catering), "You stare at me, and you say that I blush if I touch a little alcohol, but that's not the case" (Jiang Xiaobai), "The light shines into the warm current, the flowers bloom on the branches, the spring is just right, I will plant myself in your body, and then hide in the wrinkles of time together" (Durex), "Love words can be learned, but the love of food is innate" (Catering).

The event can recreate classic scenes from classic movies, such as "A Chinese Odyssey", and use them as photo-taking spots.

Shopping malls can post relevant love words or hold up signs. You can also make a display board and invite everyone to leave a message on it, and then vote for the best message to receive a small gift.

You can also create a "Lie Recycling Box" and let everyone post the most fake words you have received over the years in the recycling box. The person who posts the most fake words will receive a consolation gift package.

4. Confession

Related words: like, own.

Topic copywriting can be: "Love begins with confession" (cosmetics), "I used to like someone, now I like someone" (alcohol, home furnishings), "You are my warm gloves, cold beer, a shirt that smells like sunshine, and my dream day after day" (real estate), "When you come, my heart is full" (alcohol). "You are the best. If there is someone better than you, I will pretend not to see it" (Catering) "After all, my criterion for choosing a partner is just one word: you" "I once declared that I would travel around the world, but now I realize that with you, I own the whole world! "(travel).

Here is an interaction that someone else did. Beijing SKP designed an interactive H5 mobile phone app for the Chinese Valentine's Day with the theme of "Walking in a Magnificent Wonderland". The picture design is beautiful and dreamy. Jewelry and watches hidden among the plants are shining brightly, exuding the scent of sweet love everywhere. You can continue to view more exquisite accessories, unique product display methods, and a 360-degree panoramic experience, allowing people to completely immerse themselves in the wonderland.

5. Desire, Wish

Associated words are: stability, outcome.

Topic copywriting can be: "I only have two wishes: you are by my side, by your side" (real estate) "I never believed in love at first sight until I met you" (beauty) "Life will be sweeter with you" (milk tea/dessert) "I am nothing, but I like someone and want to give her the best ending" (car). "I want to keep you in my heart for the rest of my life while we have wine and meat" (Wine) "I want to waste time with you, like looking down at the fishes, watching them swim around searching for something; like sitting in the corridor in a daze until all the dark clouds in your eyes disperse, as long as you are there it's enough" (Real Estate).

You can make a "Wish Exchange Box" at the event, which is suitable for shopping malls. Consumers can take their shopping receipts to the door to draw prizes. The prizes are small balls in a box and presented in the form of a wish on a paper note.

For example: If you want to eat for free today, you can get a dining voucher. If you want to have a boyfriend today, the shopping mall can broadcast marriage advertisements, etc.

6. Romance

Related words: future, life.

Topic copywriting can be: "Tonight is suitable for dating, giving gifts, and kissing using Elephant" "In this life, I only want to do two things with you: three meals a day" (catering) "The most romantic thing I can think of is to get younger and younger with you" (skin care products) "Missing you is the supreme romance in my ordinary life" (fragrance). "The romance of two people is better than the carnival of tens of millions of people" (home appliances) "Every pen of mine knows your name" (stationery) "I suspect that the world is plotting to make me happy" (real estate, home furnishings) "I am here to give you a lifetime of romance and pampering, and together we will paint a picture of perfect sweetness in the map of love" (map software).

You can do "Heart-beating Station" at the event. Shopping malls or brands can organize a series of check-in activities, such as game interactions between couples, and those who check in and pass the levels can get small certificates such as heart-warming certificates. There can be more games in the level-breaking section, and multiple brands can be sponsored.

7. Magpie and Magpie Bridge

Related words include: join hands, bless.

Topic copywriting can be: "Every road I walk with you is a magpie bridge", "The clouds in the sky gather and disperse, disperse and gather again. I think it is because you are not here and they cannot find the magpie bridge leading to you", "Lying on the summer night, looking at you and me on the Milky Way" (home), "On the night when the Cowherd and the Weaver Girl meet, I want to go to your room to see the moonlight" (camera). "Love is like a mountain. We are all brave for love, that's why we travel across the ocean" (Culture and Tourism) "The grapes under the grape trellis listened to the Cowherd and the Weaver Girl's confession of longing for each other, and brought all their relatives and friends to bring you unprecedented sweetness" (E-commerce Fruit Industry).

You can create an "Old Objects Repair Company" at the event, which is suitable for real estate. Recruit craftsmen to repair damaged old items in everyone's home for free. It can also be exhibited, with each old object coming with its own unique story. The stories and objects with the most votes will receive real estate brand gift packages.

8. Nostalgia

Related words include: reunion, miss.

The topic copy can be: "We have learned how to give money, wine and roses, and have forgotten the purity of the original feelings. #Chinese Valentine's Day# Do you still remember your first kiss? 》《Do you still remember the shrimps and lotus by the Daming Lake》(catering, scene of shrimp sandwiches)《** years have passed, and we are still the same as before》(cosmetics, love is staying the same together)《The longer the time goes, the more I miss you》(beverages). "The days flow forward in a trance, and the exclusive love remains unchanged at all times; #Chinese Valentine's Day# What is the most touching gift you have ever received? 》《Time stole my heart and my body, and gave them all to you》《Time Thief - Real Estate, Wine》.

You can collect short videos of "See You There" at the event. You can do shopping malls, real estate, and drinks. Collect those promises you have made, and the little stories, little warmth, and little surprises along the way to fulfilling them. No matter what kind of love it is, it warms ordinary people and irons their ordinary hearts.

9. Songs and Poems

Related words include: friendship, separation.

How can I not blame you? You are so unique to me, all the time, like an unnamed song that can't stop playing on repeat - "Like"

I never get tired of reading you a thousand times. Reading you feels like March, a romantic season, an intoxicating poem - "Reading You"

At that time you were running on the playground, shouting, I love you, do you know? - "We are all good children"

Maybe we'll end up in different places, maybe we'll meet again - "Mid-Air"

My meeting with you is the most beautiful accident——《Meeting》

I won't cry anymore, because I believe we love bravely - "Beautiful Love"

At the very beginning, some things are destined to last until old age - "Lost Beauty"

The sky is as cool as water at night, I lie down and watch the Altair and Vega stars - Du Mu's "Autumn Eve"

If love lasts forever, why should we be together day and night? - Qin Guan, "Magpie Bridge Fairy·Fine Clouds Playing Skillfully"

When I meet the Qixi Festival in a foreign land, I feel more depressed when I stay in the hotel - Meng Haoran, "Qixi Festival in a Foreign Land"

On this day, the six armies were stationed together, and on the Qixi Festival, they laughed at Altair and Cowherd. - Li Shangyin, "Mawei, Part Two"

When the golden wind and jade dew meet, it is better than countless things in the world - Qin Guan's "Magpie Bridge Fairy·Fine Clouds Playing Skillfully"

10. Time, once

Associated words are: get, lose.

The topic copy can be: "Crying and then laughing, that is love, laughing and then crying, that is also love" (Wine and Beverages) "Can we start over again? ” (Home furnishings, return and exchange guarantee, starting over is also the best) "It was you when I was 20, and fortunately it was still you when I was 30" (The scenery I have seen is all in the company, culture and tourism). "Time won't keep you young forever, but we can" (cosmetics) "Those unspoken love words are hidden in the cracks of time and take root and sprout" (real estate).

The product can be made into a private and exclusive gift of "Our Moonlight Treasure Box", with videos, texts, etc. to show the past.

The event can include a photo collection with the theme of "The Tenderness of Time". Shopping malls and real estate agencies can collect old photos and letters of love between parents for display and record.

You can also do the "At Your Side, You Are By Your Side" activity. Before the event starts, we recruit couples who have difficulty meeting each other, such as soldiers and those in long-distance relationships, to create opportunities and surprises for them to meet and shoot different short video stories.

XI. Case

The Valentino brand interprets the subtle thoughts of ambiguous men and women. Valentino is a well-known Italian high-end fashion brand founded in 1960. This year on Chinese Valentine's Day, Valentino invited Yang Yang and Yang Zi to co-shoot a heart-warming short film called "VLoveTN Chinese Valentine's Day Limited Series". The short film is about 1 minute and 11 seconds long and uses three scenes to interpret the communication and interaction between boys and girls during the ambiguous period.

The main plot of the short film is: the short film uses props and scenes such as the Rubik's Cube and spiral staircases to show the subtle mood of lovers in the ambiguous period, and interprets the little thoughts such as cautiousness, anxiety, excitement and ecstasy vividly, thus arousing empathy from all couples. In the short film, the man and woman wore Valentino's two-color Qixi limited edition clothing, which not only told a story but also made the brand's clothing appear appropriately.

This short film was also widely circulated in the circle of friends. In this way, while using videos to fully display the brand and products, H5 further achieves social marketing, using games and interesting holiday topics to attract more consumers to participate, and maximize the dissemination of the brand and products.

Burger King's "Breakup Box" Although Burger King's breakup box was not made on Chinese Valentine's Day, it is still worth learning from.

On Valentine's Day 2020, some Burger King stores in New York, Los Angeles, San Francisco and Boston will have "breakup boxes" themed on the movie Birds Of Prey. If you bring a photo of your ex into the box on February 14th, you can get a free Burger King signature burger.

If you really can't find a photo of your ex, you can also bring a letter, stuffed toy, or clothing from your ex to get a free burger at some Burger King restaurants in New York. Burger King has also thoughtfully opened an online participation channel. There is a 5-question quiz in the Burger King APP. If you answer 4 questions correctly, you can get a free burger worth $3 on the APP. This marketing campaign using breakup as a gimmick on Valentine's Day has gained Burger King a lot of popularity and it has to be said to be very creative.

Counterexample: Balenciaga’s tacky Chinese Valentine’s Day advertisement failed. Balenciaga created a series of “tasteless” advertisements for the Chinese Valentine’s Day. The 90s rural photo studio style, combined with bright red and green colors, is also made into a gif format.

All kinds of fancy hearts reveal fashion that you don’t understand. Doesn’t it look like the emoticons of middle-aged and elderly people?

There are also hot-selling bags specially made for the Chinese Valentine's Day, with the screen full of "I love you, you love me"...

Of course, this kind of tacky marketing was ridiculed by netizens.

Although earthy marketing is very popular, brand marketing needs to formulate marketing strategies according to its own style and goals. Blindly following the trend will not only fail to please consumers, but will also backfire.

Author: Creative Call

Source: Creative Calls