520 marketing strategy! Here it comes

Although 520 is an ordinary holiday, its pronunciation is very similar to "I love you", so many businesses will hold some marketing-related activities during this period, and some brands will even shoot short films to convey the brand's values ​​through this day.

For example, this year SKII launched a short film with the theme of "Love you, just as you are".

From this we can see that the brand attaches great importance to 520.

So, as an advertising marketer, how do you think about 520 marketing from a professional perspective?

What makes 520 different from other festivals is that it has its own unique audience group, which means that having a clear audience will limit the categories.

Well, for 520, the categories that are most affected are beauty and skin care, e-commerce, luggage and shoes, etc., because many people choose to express their feelings by giving gifts.

For example, beauty brands such as Lancome, SKII, Estee Lauder, and Armani have all launched exclusive 520 gift boxes, which is a marketing strategy.

Entering the gift-giving scenario, when boys don’t know what to buy, the brand can propose corresponding solutions based on user needs.

Moreover, a very crucial part of these gift boxes is that they are not disappointing products. The gift boxes are all star products, which greatly reduces the selection cost for users.

Take the Armani gift box as an example. The gift box contains lip glaze 405 and lacquered red cushion, both of which are Armani's star products.

And also provides a variety of different combinations, such as lip gloss combination, lip gloss + perfume combination and so on.

Xiaomi x take some time

In this kind of festival, in addition to gifts, flowers are also a very important festive element.

For example, Xiaomi has collaborated with Huadianshijian

Activity description: From now until May 20, post an original Weibo with the topic #花点时间发现爱# and @小米手机

Share the loving moments captured by your camera, with no restrictions on content or form

At the end of the event, 10 outstanding works will be selected and sent out for the [Spend Some Time] annual flower delivery service.

This is an organic fusion of the two categories: 1. The Xiaomi phone’s camera captures the loving moment; 2. The romantic attribute of flowers;

Therefore, when doing a joint activity, it is not necessary for two well-known brands to put their logos together and release some joint products. The characteristics and genes of each brand can also be incorporated into this joint event.

Xiaomi's camera - record beautiful moments

Take your time – the romance of flowers

This is an organic fusion.

This is a joint event between Nayuki's Tea and the ABC Art Book Fair

The main core idea of ​​the whole activity is to transform the Nayuki Tea teacup into an artistic flower cup, which taps into the teacup's secondary value attribute: the teacup can not only hold tea, but also flowers.

We launched a series of tea cups with different flower languages, and held a 520 marketing event in specific cities on 520 - Emergency Art Flower Shop

If you spend over 52 yuan in the store, you can receive a free "Emergency Art Bouquet".

Similarly, the beauty brand Perfect Diary also focused its event scenes on offline scenarios. Created an offline event for Perfect Diary Confession Post Office.

Users are encouraged to share their love stories, take photos and check in and upload them to Weibo for a chance to be drawn to receive exclusive 520 gifts.

At present, love zebra crossings have appeared in many cities and have attracted a large number of tourists to take photos and check in. This is also a relatively effective marketing model - becoming a check-in landmark.

The key to checking in at a landmark is:

1. Unique:

If a city has a large number of similar landmarks or attractions that fail to occupy the minds of users, the publicity effect will be greatly reduced. Note that the uniqueness here refers to the uniqueness in the same city.

If other cities have loving zebra crossings but your city doesn't, then it can also become this landscape.

2. Taking good photos: Taking good photos is always the first motivation for sharing

If we cannot create a nice photo-taking spot for users, the promotional effect will also be greatly reduced.

Therefore, when conducting offline activities, remember to create photo-taking scenes for users and give them reasons to share their moments.

Judging from the marketing actions of the above brands, the themes are all centered around the theme of "love".

How do couples express their love?

Through gifts – brands launch limited edition gift boxes

Share your story - win a prize

Send a bouquet of flowers - the exclusive romance of 520

Love zebra crossing: creating a photo-taking scene for lovers

Therefore, when we carry out theme marketing activities, we need to get into the user scenarios and explore user needs, rather than just doing a one-time sponsorship marketing.

Author: Luuuuke

Source: Mad Men