June Hot Marketing Calendar Strategy

As June arrives, most of 2022 has passed. By June, the summer is in full swing and life is full of vitality. Along with the soaring temperatures come several important nodes that cannot be missed. Without further ado, fellow marketing brothers and sisters, let’s take a look at the hot topics collected and sorted out by Xiaopai in June~

1. National Festival

1. June 1 Children’s Day

(1) Leverage elements and directions

Elements: cute, joyful, childish, nostalgic, nostalgic, charity

direction:

• Create gameplay that highly combines festival elements and brand elements to effectively interact with users;
• Cut into the nostalgic features and reinterpret the brand tone through cross-border collaboration;
• Create brand IP activities and form an IP marketing closed loop;
• Think in reverse, impress users with sincere content, and trigger thinking about the festival.

(2) Points to note when leveraging momentum

• There is nothing new and it only exploits consumers’ nostalgia;
• A multi-channel approach improves the dissemination rate of holiday marketing activities;
• Brands must have their own creative characteristics and should not chase hot topics just for the sake of chasing hot topics;
• Brands should use marketing differentiation to stand out;
• The content of brand activities should be in line with the festive tone.

(3) Reference cases

The offline event "Smart Fun Space Station" created by Beijing Hyundai features a poster that looks like a giant claw machine, which transforms a car into an alien-shaped claw machine for users to grab, capturing the scene of parents taking their children to entertain on Children's Day. And increase consumer online participation through the Douyin topic "Hi Fun Children's Day". It perfectly illustrates the marketing approach that closely integrates festivals, brands and consumers.

Every year on Children's Day, Anta Kids holds the brand IP event "Sports Games", combining sports and fun games. The children in the poster also appear to be happily exercising. The concept of "playfulness" is tied to the special occasion of Children's Day, forming an Anta children's unique brand concept.

White Rabbit Toffees and the Smell Library have jointly launched perfumes, body lotions, shower gels, hand creams and other products. White Rabbit is a childhood memory for many people. This collaboration with the Smell Library not only breaks people’s traditional impression of the brand, but also marks a new start for the brand. For brands, cross-border marketing undoubtedly provides creative soil for Children's Day marketing and also brings novel product experiences to users.

Children's Day should be full of laughter and joy, but Mead Johnson used reverse thinking and turned its attention to another group of special children. It filmed a micro-film "Brother". The text at the beginning of the video was adapted from a true story, which is also moving. It not only allows users to understand the brand concept of "user first", but also triggers deep social thinking, which is also very innovative in Children's Day gifts.

2. 6.3 Dragon Boat Festival

(1) Leverage elements and directions

Elements: green, traditional culture, rice dumplings, taste

direction:

• Play with the homophonic pun "zong", "gao"zong", "wan"zong"zhuan, etc., and link it with the college entrance examination node;
• The flavor and packaging of Zongzi are creatively produced and can be selected through interaction with users;
• Combined with traditional culture, the packaging highlights the characteristics of Chinese style.

(2) Points to note when leveraging momentum

• Avoid using traditional culture to play tricks;
• Brands need to attract young people, and old brands need to be rejuvenated;
• Promote localized marketing through traditional festivals.

(3) Reference cases

Wahaha launched the "Haha Zongtuan" product during the Dragon Boat Festival. The beverage products that we used to drink frequently, such as AD calcium milk, ice cream matcha, and eight-treasure porridge, have been turned into rice dumplings. When the refreshing drink is paired with the soft and sticky texture of glutinous rice, it can instantly activate the taste buds on the tip of the tongue. The national brand Wahaha actively seeks product breakthroughs, using its own products to create rice dumplings with a unique taste, bringing users a novel product experience, while also shaping the brand's fresh, unique and youthful image.

In terms of rice dumpling packaging, Bestore’s Dragon Boat Festival gift box perfectly combines traditional Chinese style with a youthful and trendy temperament. Not only is the packaging cover based on a bright green color, but the gift box is also designed to be hand-held, which looks exquisite and high-end.

The Dragon Boat Festival is always close to the college entrance examination, and the two time points can be effectively combined. The picture of the top high school students rowing dragon boats, coupled with the homophonic pun "Gao Zong", is full of meaning. It not only celebrates the Dragon Boat Festival and expresses blessings to the college entrance examination students, but also reflects the lively tone of the Oreo brand.

3. June 19th Father’s Day

(1) Leverage elements and directions

Elements: blue, silence, stability, fatherly love

direction:

• Explore the relationship between fathers and children, and express it through posters, copywriting and illustrations;
• Use memories and daily life to talk about fathers in everyone's eyes, form topics, collect relevant materials, and interact with users online;
• Combined with the product tone, express your concern for your father through product sharing.

(2) Points to note when leveraging momentum

• Let’s jump out of the traditional image of fathers, put aside prejudices, and talk about the current state of fathers;
• Integrating real life and heartfelt activities can resonate with users the most;
• It reflects the father's sense of responsibility.

(3) Reference cases

How can I enjoy a lively conversation with my father at the dinner table without the company of wine? As a liquor brand, Jiang Xiaobai has a unique marketing advantage during Father's Day. And the dads this year seem a little different... They can catch up with hot memes, understand trending searches, and can say "Come on" as "Oli Gei". They seem to be getting younger and younger as they get older. In fact, all these changes and efforts of theirs are intended to get closer to us.

The first time you experience the joy of driving in your life is when your father takes you to experience the passion of "pushing back" for instant acceleration, appreciate the wonderful scenery of "drifting" and enjoy the "control" of direction without deviation... BMW combines the characteristics of its products with the image of a father, and the driving experience brought by BMW for the first time will be like the care and protection that our father brings us.

It is said that father's love is like a mountain, and deepness is the most common way to express father's love. Seriousness and uprightness may be the most common impression of father in our memory, but in fact, under the father's silence, there is often a rich inner drama. He is just not good at expressing his love. Shenzhou Private Car uses the emotional expression with his daughter to show that when the father is at home, he is a stable support. When the user is traveling far away, Shenzhou Private Car will also provide safety protection for the user.

2. Topic Marketing Day

1. June 7th College Entrance Examination Day

(1) Leverage elements and directions

Elements: Positive, exciting, life choices, vision, heartfelt

direction:

• Simulate the college entrance examination questions and generate creative admission tickets to bring users into the atmosphere of the college entrance examination scene;
• Online simulation of high school days, a wave of nostalgia;
• Poster copywriting helps with the college entrance examination.

(2) Points to note when leveraging momentum

• When remodeling the product appearance, it should be consistent with common elements related to the college entrance examination, such as answer sheets, test papers, textbooks, etc., and co-branded with teaching auxiliary products to launch new products;
• The poster copy should not highlight the depressing atmosphere, but should be positive and optimistic;
• Don't brag too much about the good things about college life, such as playing games every day.

(3) Reference cases

By simulating college entrance examination questions and making creative admission tickets, candidates can be instantly brought into the atmosphere of the college entrance examination scene, and users can further understand Audi products.

In high school, we were used to using correction tapes to correct wrong questions and typos. The long picture of correction tape in Deli’s college entrance examination day poster also symbolizes the long years of study of college entrance examination students, and also implies “extraordinary performance”, which can be said to be a double entendre.

Mercedes-Benz cleverly combines knowledge points from physics, English, and mathematics with the stability, speed, and design tone of its products, highlighting its brand concept. Every sentence of the copy is very thoughtful and creative.

Regarding the college entrance examination, a hot topic among the whole nation, China Guangfa Bank Credit Card evokes everyone's memories through the introduction of online scenarios and heartfelt copywriting.

China Mobile used the copywriting "Only two days left to watch TV series, games and live broadcasts with 4G" to take advantage of the college entrance examination. Although it motivated the candidates to a certain extent, it has the implication of guiding children to play games in college, which is not worth learning from.

2. 618 Topic Marketing Day

(1) Leverage elements and directions

Elements: carnival, coupons, gifts, stars

direction:

• Seize the tonality of the "buy, buy, buy" shopping festival, combine online and offline activities, and guide consumers to consume;
• Large coupons and gifts attract consumption;
• Use sales volume to attract consumption, such as through celebrity endorsements.

(2) Points to note when leveraging momentum

• Avoid being flashy and unrealistic, and make users feel that the discount is significant;
• Comprehensive online and offline promotion, combined with creative interactive activities;
• Use the celebrity effect to promote products.

(3) Reference cases

When the World Cup and 618 coincided, TCL teamed up with Ma Tianyu and Neymar to release a poster of strength testimony, accompanied by passionate copywriting, and through creative activities such as live broadcast, H5, and offline pop-up stores, it triggered the participation of all fans online and offline. TCL's dual-channel promotion of entertainment + sports IP marketing is a model of successful marketing during the 618 Shopping Carnival.

The brand Little Swan uses hand-painted cute dogs and cats surrounding the main washing machine. This poster design can instantly catch the attention of "poop scoopers". The gift boxes and coupons on the ground also hint at the generous gifts and huge discounts during the 618 promotion.

The skincare brand Pechoin used skin care elements such as "rejuvenation", "reducing wrinkles" and "baby face" combined with the concept of beverages to create a sense of déjà vu of "The Wizard of Oz". Compared with other 618 marketing posters that are flashy and use bright red and purple colors, the overall look is refreshing, clean and comfortable.

3. Solar terms and festivals

1. June 6 Grain in Ear

(1) Leverage elements

Elements: yellow, harvest, hard work, farmer

(2) Direction of leveraging momentum

• The poster has a beautiful artistic conception and the copy is inspiring, which inspires users to look forward to a better life.
• Discuss efforts and struggles from the perspective of harvest labor;
• Combine whole grains with branded products, such as alcohol and condiments;
• The temperature is getting hotter, which can also be associated with sunscreen products.

(3) Reference cases

During the Grain in Ear season, cereal crops are cultivated and alcoholic beverages are brewed from grains, which is consistent with Wuliangye products. The wheat is ripe in Grain in Ear, and the plum rains are coming. Around the time of Grain in Ear, the air is humid and the weather is hot and humid. You may want to enjoy a glass of good wine with a light meal to relax your body and mind.

It’s officially summer! The joy of harvesting wheat means a good harvest; the busy sowing means the beginning of gestation. Life will be worth every drop of your sweat. Every time you go all out will eventually reap rich rewards. You will reap what you sow. This is consistent with Red Bull’s brand philosophy “Your energy is beyond your imagination”.

Lotus flowers bloom in the green pond, and the hot wind and rain stop. The Grain in Ear season has arrived and midsummer is around the corner. As the weather gets hotter, remember to apply sunscreen when going out.

2. June 21 Summer Solstice

(1) Leverage elements

Elements: Green, Heat, Air Conditioner, Fan, Watermelon, Popsicle

(2) Direction of leveraging momentum

The brand approaches the issue from the perspectives of coolness and length of daylight, visually creating a strong summer atmosphere, with the poster base dominated by refreshing blue and light colors.

(3) Reference cases

The summer solstice has arrived. Even though the temperature is very high, AUX can provide you with the most comfortable temperature and take you across latitudes. You can feel the temperature of the World Cup even at home.

Sunshine, beach, iced Wanglaoji and the feeling of Ode to Joy will satisfy all your fantasies about summer.

The days are getting shorter, I hope we can be together longer. After the summer solstice, even if the nights grow longer, we must use gathering together to prevent loneliness from being prolonged. Jiang Xiaobai’s heartfelt copywriting can touch people’s hearts more.

IV. Summary

The above are the marketing hotspots and cases in June that Xiaopai has compiled for everyone~ There are many popular nodes in June, including Children's Day, Father's Day, Dragon Boat Festival, Grain in Ear Summer Solstice, 618 Carnival, College Entrance Examination Day... Among them, the Dragon Boat Festival and the College Entrance Examination Day are close, and brands can use these two time nodes to leverage marketing.

But in the final analysis, brands must perfectly leverage marketing opportunities based on their own brand concepts and product tonality. Blindly following the trend will only backfire.

Remember these marketing nodes and let June be better to you~

Author: Wang Hui

Source: Operation Party (ID: yunyingpai666)