Labor Day brand promotion strategy!

The May Day holiday is approaching, and major brands are ready to launch festival marketing campaigns. So before we take a look at the brands’ May Day marketing wars, let’s first review some of the brands’ previous marketing cases.

The speed of 2020 is a little too fast to be realistic. It feels like the Spring Festival has just ended and May Day is already here. This year's May Day holiday is 5 days long, one day longer than last year.

Various websites, apps, and text messages are filled with a festive atmosphere, and the annual May Day marketing war has begun again. When we are planning holiday marketing, we must first think about the characteristics of this holiday and think about what tags and keywords can be used for this holiday's hot spots.

Speaking of Labor Day, we can think of some keywords related to the nature of this holiday: labor, toil, cultivation, overtime, 996... These are all keywords related to labor and work ;

In addition, May Day is not only Labor Day, but also a long holiday that everyone has been looking forward to for a long time. Keywords such as travel and travel are also indispensable;

Of course, there are also many people who just want to stay at home during the holidays and not go anywhere. Therefore , resting and staying at home are also one of the key words for the May Day holiday.

Furthermore, holiday seasons have always been the best time for sales promotions, so keywords such as discounts, price cuts, and promotions are also very important.

Therefore, when we are planning the May Day holiday marketing, we can think around the above four categories of keywords.

Next, we will look at the different forms of May Day marketing based on the above four categories of keywords.

01 Creative Poster

Posters are the most direct and simple marketing method.

No matter what industry you are in, if you want to take advantage of the May Day holiday, you can make a creative poster that is both simple and intuitive. However, poster making itself is very simple, but if you want it to be creative and eye-catching, you still need to put in a little more thought.

Durex is indeed a veteran driver. The word is a double entendre. I don’t know if it is too profound or I am too dirty.

This poster of Jiang Xiaobai is very "down-to-earth". On the one hand, it focuses on the keyword "labor", and on the other hand, it subtly incorporates its own products into it.

Charm Shop portrays several typical images: overtime workers, mothers, and sanitation workers, which resonate with consumers.

Finally, back to the brand: "No matter how busy you are, you must leave some time for yourself and give your skin a natural spa." I have to say, when I saw "overtime workers with severe dark circles, acne, and endocrine disorders", I immediately thought of myself.

Suning.com - Enjoy a "good" life and make work simpler. This is the life I expect.

Zhijiayouxuan goes the other way. On May Day, it is glorious not to work. I'm tired from work and just want to relax at home during the holidays. That's right.

How can we enjoy food, drink and fun during the May Day holiday without subsidies?

Looking at the creative posters above, we will find that their themes are inseparable from the keywords of labor, overtime, travel, rest and promotion .

In addition to the simplest posters, you can also plan some interesting and fun h5 activities.

02 Fun h5

Durex, an old driver, once changed the May Day to "Movement Day", advocating "Men and women work together, move together, and work is not tiring."

Simultaneously click "Shake It" to shake to the keywords of the Dongdong Festival. I have to admit that Durex’s copywriting is amazing. I don’t know what’s wrong with these Chinese characters, but when it comes to “Durex”, they always make me think of something wrong.

Do you remember the “food, sex and nature” mentioned in the previous article “Human Weaknesses Often Exploited in Marketing” ? Durex has reached its ceiling.

The "Brain" Festival brain-stimulating activity launched by China.com guides players to judge the truth or falsehood of 60 questions within 90 seconds, and gives corresponding scores and comments based on the number of questions answered correctly.

I don’t know when it started, but quiz games suddenly became popular. It is, without a doubt, attractive. During the process of participating, everyone inexplicably had a feeling that "I'm not playing games, I'm learning knowledge", and they indulged in the game with peace of mind.

Moreover, when players answer questions correctly, they will feel happy and have more desire for it. This is also the reason why many players are addicted to quiz games.

I still remember that late one night one year, I went to Haidilao with my best friend. We ended up answering questions in a team in the restaurant for four or five hours, and it was already dawn when we came out.

03 Positive Energy Activities

During the May Day holiday in 2018, YY Live launched the positive energy topic "The power of role models, 5.1 tribute to workers" .

It brings together many featured anchors in the fields of outdoor, travel, automobiles, and sports.

Some transformed themselves into sanitation workers, actively picking up garbage, while looking for the hardest working people and giving them mineral water; some drove to take the workers home for free; others visited autistic children... full of positive energy.

Last year on May Day, Huang Bo lent his voice to Kuaishou's May Day inspirational short film "Everyone Has Their Own Struggles".

What are you fighting for today? This is the question that this short video from Kuaishou raises to each of us, and it is also a question that each of us needs to think about.

The pace of life is getting faster and faster now, and overtime dogs and social animals have become synonymous with more and more workers. We always say we are tired and complain about 996, but we are also working hard for ourselves, our families, our friends and our dreams.

As stated in the short film:

"In order to keep moving forward, in order to move forward with more people. The world is big and can accommodate every different struggle; the world is small and everyone is changing their own world with struggle."

These two positive energy activities revolve around labor, work, struggle and ideals, and describe the hardships of contemporary people from different classes and industries. It not only closely follows the theme of "May Day Labor Day", but also conveys a positive energy.

04 Brainstorming

On the eve of May Day one year, an unexpected incident occurred in the Shenzhen Evening News, and a suspenseful letter appeared.

The entire front page only has a few words: "I just want to ask you whether you are afraid of this matter."

You thought something big had happened, but in fact, it was just a marketing plan of Baidu Maps.

The May Day holiday is coming soon, so let me ask you if you are afraid of traffic jams on the road. Therefore, I have launched a small game called "May Day Traffic Jam Relief Campaign".

Participate in the jam-busting mini-game to get reward fragments, which can be exchanged for prizes. There are a limited number of activities each day, and you can get an extra one by sharing. Through the navigation function of Baidu Maps, you can accumulate 3 chances each time you navigate more than 5 kilometers. Baidu Maps was promoted to users through games.

This topic was also followed by many other brands, creating a butterfly effect.

• #Just ask if you are afraid# If you are afraid of spending money, choose GAC Toyota Hybrid family;
• #Just ask if you are afraid#If you are afraid of getting angry, drink Jiaduobao;
• #Just ask if you are afraid# If you are afraid of a lack of dramas, just watch LeTV Video;
• …

#Just ask if you are afraid#, the topic was searched on Weibo more than 15 million times at that time.

After looking at these May Day marketing cases, do you have any ideas?

Author: Maotu Public Account

Source: Maotu Official Account