Brand Marketing: August Marketing Hotspot Calendar

The main marketing nodes this month are:

• August 1: Army Day
• August 7: Beginning of Autumn
• August 22: End of Heat
• August 25: Chinese Valentine's Day

August 1st Army Day

1. Leverage elements

Patriotism, soldiers, passion, positive energy, the cutest people, military uniforms...

2. Direction of leverage

Conventional leverage : Praise soldiers, patriotism, and promote positive energy

Special leverage direction:

• Soldiers have excellent qualities such as high sense of responsibility, rigor, and hard work. Brands can showcase the production workers of their own products, or the service personnel of the platform, who treat product production or platform services with a soldier-like sense of responsibility, rigor and seriousness.
• Make a military uniform changing or question answering test h5 that everyone can play together

3. Case reference

1) Leverage the qualities of military personnel

Ele.me:

In this TVC of Ele.me, several former veterans who have retired from the army are the protagonists. It tells the story of how as Ele.me riders, they still retain the excellent qualities of a soldier, and are highly serious, responsible, and hardworking in their delivery work. It not only pays tribute to veterans, but also indirectly conveys to consumers the high quality of the platform's food delivery riders, and that as a food delivery platform, it attaches great importance to and is responsible for consumers' food delivery orders.

2) Make a hot h5

People's Daily - Changing military uniforms:

Test what kind of soldier you are:

This kind of h5 is available every year and always takes the screen by storm. Unlike Father's Day, Mother's Day and Valentine's Day, Army Day is just a holiday for ordinary people to pay tribute to these lovely soldiers, without much sense of participation.

This type of h5 can just add a sense of participation to ordinary netizens, and at the same time further play a role in subtly popularizing military knowledge.

3) Pay tribute to the soldiers, praise patriotism, and promote positive energy

August 7th is the beginning of autumn

1. Leverage elements

Putting on weight in autumn, keeping healthy, harvest, golden color, cooling down, changing seasons...

2. Direction of leverage

• Food brands: launching their own products with themes such as autumn fattening and health preservation
• Skincare brand: Launched its own products based on the theme that autumn is dry and requires moisturizing.
• Clothing brands: Change your gear with the changing seasons, launch your own new seasonal products
• …

3. Case reference

1) To gain weight in autumn and maintain health

Crown milk:

Ele.me:

2) Autumn is the season of harvest

Jiayuan.com:

3) Seasonal cooling

Vivo:

Vantage:

August 22, End of Heat

1. Leverage elements

Late summer, the heat is fading

2. Case reference

Wufangzhai:

The summer heat is gradually clearing

The heat continues

Amul:

What can't be retained is summer

What stays is delicious

Haier:

End of Heat

Come to the last carnival of summer

August 25th, Chinese Valentine's Day

1. Leverage elements

Cowherd and Weaver Girl, Magpie Bridge, Love, Couples, Singles

2. Direction of leverage

• Talking about the love of ordinary people
• Cleverly use the Qixi allusion (Cowherd and Weaver Girl) to inject brand elements
• Quote classic ancient poems and write love poems
• From the perspective of single people

3. Case reference

Throughout the year, the couples are the ones who love celebrating holidays the most, including February 14th, Western Valentine's Day, May 20th, Modern Valentine's Day, Chinese Valentine's Day... With so many Valentine's Days, how can Chinese Valentine's Day take advantage of this to avoid being homogenized with other Valentine's Days?

Qixi Festival is a traditional Chinese festival, so we have to highlight Chinese elements while leveraging the opportunity. In order to distinguish it from previous Valentine's Days, Xiaopai suggests that everyone can start with the story of the Cowherd and the Weaver Girl, or quote some ancient poems about the Chinese Valentine's Day from past dynasties, and combine it with elements such as the Magpie Bridge and the moon.

Next, I will focus on sharing cases in these three directions~

1) Clever use of the Qixi Festival allusion (the Cowherd and the Weaver Girl)

Juhuasuan:

This video tells the story of the Weaver Girl who prepares to put on beautiful makeup before her date with the Cowherd (played by Zhang Quandan), but always encounters problems with the cosmetics - for example, the lipstick is toxic, the eye shadow is easy to come off, etc. The Cowherd then recommends the domestic cosmetics from Juhuasuan to the Weaver Girl, and finally solves these problems. This advertisement cleverly uses the Qixi Festival allusion of the Cowherd and the Weaver Girl, and also clearly conveys which consumer pain points the domestic cosmetics sold by Juhuasuan can solve, as well as the promotional price advantages.

2) Quote ancient poetry

Shenzhou Special Car:

Weilong:

KFC:

3) Combine elements such as the magpie bridge and the moon

Adoration:

vivo:

Huzhou Laojiao:

The above are the marketing hot spots and cases in August.

Author: Operations

Source: Operational In-depth Selection