Marketing tricks for Children's Day topics!

Let’s talk about how to do topic marketing on Children’s Day. We will do it from three aspects.

The first is the topic copy, the second is the video plot, and the third is the product and brand experience.

VOL.1 Childlike innocence and fun

Related words include: childish, childish words, playful, and toys.

The copywriting can be written as follows: "I'm not a stupid kid, I know everything my mom says", "Only those with a baby face can be fearless" (beauty products), "What remains unchanged is the playfulness, what remains unchanged is the concentration", and "My childishness is that I never give up easily".

You can also talk about the adventurous spirit of childhood, "Save the World, Always Online" (Honor Mobile Phone) , "No matter how dangerous the world is, I will go on adventures with you! 》 (360 Security Guard) , "It's still the "children's" model of that year" (FAW Mazda) .

Or "The only downside to kids drinking Telunsu is that they can no longer get free tickets without realizing it."

Video plots can be used as reference:

Baidu AI's "Childish" video begins by telling the story of a group of children doing things that are not understood. As the camera turns, it is discovered that these children are adults with "childishness" who persist in their passions and ultimately reap the rewards.

Gu Jiajia Furniture x Shanghai Animation Film Studio: "True or False Dad" puts the real contradictions between parents and children in front of people's eyes, and stages a good show of "true or false dad" through the secondary creation of the true and false Monkey King.

Product experience activities can be designed as: "Children of the Future" online H5 interactive game, see what your future children will look like with the person you like, upload photos, and virtually synthesize them.

You can also make wall stickers, floor stickers and display boards of children's words.

Scene experience activities: experience making toys that you played with as a child, such as cotton thread and paper cup megaphones, marbles, hoop rolling, etc.

VOL.2 Family and Children

The words that can be associated are: family, tolerance, and care.

The copywriting can be written like this: "Only family members will tolerate your childishness", "Children decorate your home, and you decorate children's dreams" (Sanxiong Aurora) , "Give children more space and give yourself more freedom" (Real Estate) .

Or "When I was a kid, it took 9 steps to play hopscotch, but when I grow up, it only takes 1 step to build a house", "You are a troublemaker, you are also happy water" (Tubatu) , "My childishness is double-purified air" (Hitachi Air Conditioner) .

The plot of the video can be referenced from: Telunsu's "A Better Childhood", dedicated to all parents and every child.

The protagonist of the short film is a little boy who suffers from tear incontinence and cannot control his tears. After he turned 10, he decided to work hard to become a strong little adult. Telunsu also wants to use this to convey its own educational philosophy: there is no standard answer to a better childhood, and every child is a better answer.

Product experience activities: "Growing with Children", free game experience activities, educational games to play with children, or relaxing games.

You can also write "A Letter to a Child" and send it to yourself and your children now or in the future.

VOL.3 Growing up and dreaming

Words that can be associated are: courage, progress, change.

The copywriting can be written as "Dad, if you don't accompany me, I will grow up", "I don't want to grow up because I don't want my parents to grow old", "When I was a child, I explored fearlessly. When you grow up, you need courage to take every step forward! 》 (Sogou Map) .

Or, like another study from the perspective of brand tone and duration, "Learn to draw cute things, and you will still be a baby after a hundred years" (hand-drawn picture of the Forbidden City) .

It could also be "Growing up is like a donut, the sweetness disappears when you lick it" or "When you are a child, you are naughty, but when you grow up, you shop on Taobao." You still have to have dreams.”

The video plot can be used as a reference for the public welfare heartwarming blockbuster "Growing Up and Chasing Dreams" launched by QQ Star in collaboration with CCTV.com, China Youth Daily and Sa Beining, to talk to parents about their inner thoughts. In the film, Sa Beining has a conversation with his past self. With powerful eyes and firm attitude, he expresses his views without any doubt.

The product experience is: starting from today, get a 31% discount on Age, beauty products promotion, 61% off on all items.

VOL.4 Adulthood and Happiness

Associated words are: age, gain, happiness.

The copy can be written as, "May you go through thousands of sailings and still be a young man when you return." We are different, we have always been babies” (Haier Home Appliances) .

It could also be "There is a 'big child' living deep inside every adult, and the childish side will only be revealed in front of the right person~" (Zhenai.com) , "Because we love each other, we are as childish as a child" (marriage and dating website) .

The plot of the video can be used as a reference. Pop Mart has created a micro-film dedicated to adults called "Half of the World". Since childhood, someone has told you that you should not play too much. When you grow up, you are told that adults should act like adults, and when you grow up, you can't just think about playing. As long as you keep a playful spirit, 365 days a year can be Children's Day filled with happiness for adults.

The product experience can be designed as: "Who is not a child yet?", an interactive game for adults. If you win, you get a red flower. Those who get more red flowers will get gifts and certificates.

VOL.5 Memories, Childhood

The associated words are: when I was a child, once, playmate, and baby.

Copywriters can write, "Cartoons can be replayed, but childhood can't be repeated" (Wasu set-top box) , "As long as the eating habits remain, you are still a child" (Be & Cheery) , "The games I played in childhood are getting fewer and fewer, but the spicy strips I loved to eat are always there" (Weilong Food) .

You can also say "Toys have a price, happiness is priceless" (toys) , "Childhood is fun, adulthood has wine", "The melon seeds in the marbles, we were just schoolmates when we were young" (ChaCha Food) .

The plot can be borrowed from vivo's "Flying Penguins", and is dedicated to everyone who bravely pursues their dreams. In the film, after listening to his mother's bedtime story, the baby penguin also developed a strong interest in flying. To this end, he decided to go alone to the Arctic, which people say is extremely dangerous, to find the answer. Pursue your dreams bravely, and each of you will become a “flying penguin”.

The product experience can be designed as follows: shopping malls can hold a "Give me a lollipop" event, where people can get lollipops for free with a shopping order. Adults can also be childish. Who says adults don't have a childlike heart?

VOL.6 Public Welfare and Attention

The words that can be associated are: companionship, health, and happiness.

The copywriting can be written like this, "Pay attention to your children, don't lock them up", "The best school district house is the study room at home", "Mom/Dad is doing this for your own good! Don’t let your children move forward with the burden of love.”

It can also be "You are one-fifth in the gaming team, but one hundred percent in the baby's world. Put down your phone and protect your family with your hands" (OPPO phone) , "Don't let your companionship only stay on Children's Day", "Don't just play with your phone, also take care of your children's emotions."

The plot activities can be used as a reference: Oreo, Tencent Charity and China Children and Teenagers’ Fund jointly released the heartfelt short film "Indivisible Love", focusing on the new group of left-behind children in cities. It hopes that every "996 child" whose parents work 996 hours a day can receive the Children's Day gift they want - companionship.

Product experience activities can be used as a reference: Xiaomi and the Shiguang Four Seasons Poetry Charity Organization launched the "Making Posters for Little Poets in the Mountains" activity. Users can create a poster on their mobile phones by uploading photos of their cameras and combining them with children's poems. These works will have the opportunity to be made into postcards and sent to these little poets in the mountains.

VOL.7 Pretend, Irony

The conjunctions that can be deconstructed are: firmly believe, invisible.

The copy can be written as: "Pretend not to see my belly, as long as I believe it, I am still a child", "Pretend not to see the professional attire, as long as I believe it, I am still a child", "The baby is crying, how should I comfort her? ——Who is not a baby anymore?

It could also be "When I was a child, I loved eating lollipops. When I grew up, the holidays were candy in my tiredness - who isn't a baby? ", "I like to be called baby, and I like being called baby even more."

Product experience activities can be set up as: "Happy Baby Plan" to find the happiest and most cheerful babies, and solicit short video shooting.

Or you can play a small analysis and testing game like “Test Your Child’s Mental Health” to see if your child is happy and in a normal mental state.

VOL.8 Epidemic and Protection

The words that can be associated are: distance, safety, isolation, mask.

The copy can be written like this, "Giving him the best protection is the best freedom", "Showing the uniqueness of being a child" (children's masks) .

It can also be "Keep your childlike innocence, and be safe as well", "Babies also need to be treasured", "What is covered is a treasure, but what cannot be covered is even more precious".

The plot of the video can be designed as follows: A virus appears on the earth, and adults will turn into children when they encounter this virus. When adults become children who need care, the children, who were originally children, take on the responsibility of taking care of their parents and other little children. (Baby Products)

The product experience activity can be designed as: "How Much Do You Know About Child Protection" quiz game, with prizes being small gifts and red envelopes. Because reports show that the elderly are more susceptible to infection, parents do not take good care of their children. We cannot take this lightly now, as children need more protection and care.

VOL.9 Poems, Quotes, and Ballads

This can be divided into three parts: poetry, famous quotes and ballads.

Poetry:

A young boy with disheveled hair learns to fish, sitting sideways with his body reflected in the moss and grass. Passersby waved from afar to ask for directions, but the fish were frightened and did not respond. ——Hu Lingneng, "Children Fishing"

The children hurriedly chased the yellow butterfly, but it flew into the cauliflower and was nowhere to be found. ——Yang Wanli, "Staying at Xugong Inn in Xinshi"

The children and grandchildren, who are too young to do farming and weaving, are also learning to grow melons under the mulberry trees. ——Fan Chengda, "Miscellaneous Feelings in the Countryside in Summer, Part 7"

saying:

The innocence of children and the rationality of the elderly are the fruits of two seasons. -- Blair

It is better to be excluded from the adult community than to be hated by children. ——Dana

Games are the most legitimate behavior of children, and toys are the angels of children. —— Maxim Gorky

Human fantasy is endless, and children's fantasy is even more boundless. —— Maxim Gorky

Family is the father's kingdom, the mother's world, and the children's paradise. — Emerson

Wisdom belongs to adults, innocence belongs to children. —Pope

Children are creators of property, not inheritors of inheritance.

Study hard, set lofty goals, and become a new generation of people; make progress every day, become a pillar of society, and create a great cause that will last for generations.

Song:

One, two, three, four, five, I went up the mountain to hunt a tiger. I didn’t kill the tiger, but I did kill a little squirrel…

Sit in a row and eat fruit, one for you, one for me, and the baby won’t leave any one behind.

The little white rabbit is so white, with its ears standing up. It loves to eat radishes and vegetables, and it is so cute when it jumps around.

Be good little rabbit, open the door, open it quickly, I want to come in, don’t open it if you don’t, don’t open it. Your mother hasn’t come back yet, and you won’t open it no matter who calls you.

Twinkle, twinkle little star, the sky is full of little stars, hanging in the sky shining, like many little eyes.

The little mouse climbed up the lampstand to steal oil, but couldn't get down. He cried and shouted for his grandma, "Grandma, grandma, come quickly." Grandma heard it and ran over.

VOL.10 Classic Marketing Cases

Zhihu: "Human Cub Curiosity Award"

Zhihu's "Why" video collection is dedicated to everyone's "Human Cubs' Curiosity Awards". Faced with so many childlike questions, search for "June 1st" on Zhihu, actively participate in the "Questioning Contest·Childlike Edition", and embrace curiosity with more human cubs to create the "Zhihu Version of 100,000 Whys".

Marubi's "childlike face and childlike heart" IP marketing

The classic theme products "MARUMEI Little Red Pen Eye Cream" and "MARUMEI Little Spring Eye Cream" have launched derivative versions of MARUMEI Murakami's works.

Content topic: Behind the "sorrow culture" and "Buddhist culture" is the adult's desire for a childlike life, using the carrier "adult childishness" to integrate topics with adults.

Advertising: On September 1, the first day of school, Marubi officially launched the TVC "Childlike Heart and Childlike Face Conquer the World with Childish Power", which has been read over 120 million times. At the same time, the H5 for the kindergarten enrollment test for adults was launched, and selected opinion leaders such as WhatYouNeed, Can’t Draw Publishing House, and Late Night Meal Tickets and other youth cultural and emotional KOLs spoke out.

Offline experience: Create a marketing closed loop including customized kindergarten theme stores and member theme salons to build support for brand experience.

Evian: "Let's Go Crazy!" Baby bay! 》

A surfing guy was hit into the water by a huge wave. He lost consciousness, then opened his eyes and found himself in the land of babies! Then everything started going crazy - the uncle who looked like a baby, the girl who looked like a baby, and myself who looked like a baby...

The brand concept of "Live young" and the image of "baby" have always been used as a symbol of brand inheritance. In 2012, a baby rock & roll advertisement quickly became an Internet sensation. Today, with the exciting sport of skateboarding, the positive and sunny lifestyle of young people is intertwined with cute babies created with CGI animations. There are also many derivative products that have gone viral, such as baby T-shirts and so on.

YE′SbyYESIR Childhood Fashion Release

A fashion show that evokes the innocent childhood memories of Beijing’s celebrities and guests. The invitation letter is a "certificate of honor" with three bars. There is a retro blackboard poster shooting area and a single headshot shooting area in the college scene.

The theme product design uses collage objects such as windmills, sequined game consoles, Y-shaped slingshots, ostrich feather shuttlecocks, bow bells, insects, kites, three bars, and team leader logos... Patterns with characteristics of the times include "Forever Young", "God Bless Child", and "Child" to construct childhood fantasies.

Good girls, travel around the world! Pure and unrestrained dancing on pointe. The upper is embroidered with "God Bless Child" and "Forever Young". The letters of different theme slogans on the left and right are young and cute, as if you can really return to your childhood.

Not too good, not too bad either! —A mysterious boy who is innocent yet evil, YE'SbyYESIR menswear: handsome and elegant, with naughty gun and bear shapes... elegant and refined yet artistic. "Innocent on one side, evil on the other" is the key word of the brand proposition, revealing the unchanging childlike innocence deep in the boy's heart.

LEGO: What’s the point of playing? 》

Lego created a short film in which parents always worry that their children are too playful and circle the theme “What’s the point of playing?” However, the film was reversed later and it was discovered that the children would overcome the parents’ worries on their own.

“What’s the Use of Play” Children’s Day themed pop-up stores were opened in seven cities including Beijing, Shanghai and Shenzhen.

Sky and Sky X China UnionPay Poetry POS Machine

Theme slogan: Let the talents in the mountains be seen.

Activity content: People pay one yuan through the UnionPay QuickPass app, and the receipts printed by the POS machine on weekdays are turned into poems written by left-behind children in mountainous areas.

It was first unveiled at Shanghai Lujiazui Metro Station, and has since been tried out in different forms in many places across the country.

All the funds raised from the event will be donated to the public welfare remote teaching project, and art literacy courses will be provided for left-behind children through the Internet teaching platform.

This is the end of the topic marketing about Children's Day~

Author: Creative Calling

Source: Creative Calls