3 marketing ideas to implement Spring Festival marketing promotion

During this period, there should be many brands and advertising companies preparing marketing content for the 2021 Spring Festival.

Spring Festival marketing is usually referred to as CNY (full name is Chinese New Year) marketing in the industry. Its importance is like Christmas season marketing abroad, and it lasts longer.

For example, just two days ago, Pepsi-Cola released a preview in advance that its annual Spring Festival program "Bring the Joy Home" will be launched before New Year's Day.

After New Year’s Day, more and more brands will surely join in to launch the 2021 CNY marketing war.

According to some information I learned from the side, facing the 2021 CNY marketing, brands mainly hold two mentalities:

One mentality is that everyone wants to make up for the time lost in the first half of the year before the Spring Festival, so some brands that originally had no Spring Festival marketing plans will join in.

There is also a psychological factor that brands that already have Spring Festival marketing plans are a little worried this year about how to spend the budget - the budget here is not at the content material level, but at the media placement level.

Because as more and more brands are expected to participate in Spring Festival marketing, user attention will be more easily diluted and cut this year.

Driven by these two psychological factors, the choice of brand media touchpoints will become very subtle this year and more important than in previous years.

It is even necessary to put the strategy and layout of the launch at the top of the communication plan and think more about:

Do you want to cover multiple channels?

Or concentrate your strength to penetrate one place?

Adults can't have everything at this time and must make choices.

Especially when the budget needs to be carefully calculated, it is even more important to find channels and resources that can match the target user group.

Some time ago, Tencent Advertising took the lead in releasing a panoramic view of Tencent's Spring Festival marketing resources for all brands preparing for 2021 CNY marketing. With the full platform traffic and unique resources, it helps advertisers cover 1.2 billion+ national-level traffic during the "Double Holiday" and Spring Festival marketing nodes, penetrate multiple core circles, and connect everyone's Spring Festival:

In this panoramic picture, we can see that Tencent Advertising attempts to provide brand owners with some media placement options from multiple dimensions.

Perhaps, brand owners can use this panoramic picture to deduce the 2021 Spring Festival advertising plan and see where they can be more optimized and more practical:

1. Refined traffic entrance + leapfrog combination delivery

Although the video was 22 minutes long at the time, it was also one of the few advertising contents that people were willing to forward and share in the circle of friends during the Spring Festival.

In addition to the appeal of the story itself and the lightness of the creative point, BMW's approach to advertising is also worth recalling. It chose a total of three traffic entrances during the Spring Festival:

First of all, based on the length of the story itself and the cinematic feel of the plot, BMW placed the first traffic entrance on Tencent Video.

When matching specific resources, BMW focused on the entire OTT link of Tencent Video's mobile and TV terminals, and used video splash screens, first-frame focus images and other display methods to intercept target groups and home users, and ultimately achieved an overall exposure of 168 million at this entrance.

The second traffic entrance for BMW is the interactive activity of QQ red envelopes, and it focuses on the 9 days from January 17 (Little New Year) to January 25 (the first day of the new year) for continuous reach.

In this portal, the BMW special video playback volume reached 120 million, and the red envelope interaction volume reached 47.24 million, among which 56.2% of those born after 2000 and 16.9% of those born after 1995 participated in the interaction.

The third traffic entrance is to put the video in the mini program and put it on the WeChat Moments advertisement, which achieved feedback of likes and comments that is 5 times higher than the industry average.

Looking back today, the popularity of "Bayi's Spring Festival" was certainly due to the leverage of high-quality content, but behind this, it is inseparable from BMW's careful selection of user traffic entrances at the delivery level - the "leapfrog" media combination delivery strategy of cross-screen + cross-terminal + cross-scene made the popularity possible.

As long as you frequently use WeChat Moments and open Tencent Video during the Spring Festival, you may be exposed to this story at the same time and your impression of it will be deepened. Once you enter this story, you will have the desire to share it again.

Sometimes user psychology is like this, and brands need to remind them in different locations that they can open this content, especially those narrative ads.

Therefore, brands’ pursuit of screen-sweeping is not something that can be achieved by subjectively wanting it. Screen-sweeping is the result of the joint efforts of multiple parties, and it will eventually come to fruition.

Tencent Advertising also has this capability this year. It connects everyone’s Spring Festival by aggregating resources and potential across the entire platform, helping more brand owners to unleash brand potential and reach users.

Judging from the advertising content produced by brands in previous years' CNY marketing, there is one type that is very common.

This type of song is called "brand customized song", and brainwashing songs are particularly common.

The reason why it is so common is that, on the one hand, the song has the opportunity to break through the circle and be sung by more people, and on the other hand, the New Year atmosphere is also suitable for the exposure of the song.

For example, if the brand you serve cooperates with the Rainbow Choir to customize a New Year song this year, how can you spread it so that more people can see it?

The usual practice is to deploy a large number of KOLs, joke tellers, and entertainment accounts to interpret and repost this song.

However, on these channels, the phenomenon of water injection is serious, and the psychological threshold of readers and fans for this type of content is also increasing.

One approach Tencent Advertising suggests for optimizing advertising communications is to return music songs to the context in which they belong.

This year, Tencent Advertising not only provides the rights to help brands customize brainwashing songs, but also matches more channel resources to make the songs popular.

For example, QQ Music has specially set aside playback space and resources for this type of content.

Kugou has opened up resources such as brand-customized karaoke rooms, brand-customized karaoke competitions, and theme song MV implantation to enable brands and users to co-create this type of content.

And "brand customized songs" can also be bound to corporate customized red envelopes to stimulate user interaction.

This solution of placing a song on different media touchpoints can not only give the song itself a chance to enter the public eye, but also strengthen the sense of exclusivity of the brand-customized song to the brand.

When the sense of brand exclusivity is strengthened, users' impression of the brand will also be deepened.

If a brand-customized song has established a good reputation on a music platform, then when users outside the platform actively search for the song and listen to it, their favorability towards the brand will also increase.

In addition, Tencent Advertising has another brand customization capability - that is, integrating the full traffic of Tencent's multiple platforms to provide customized services for brands.

For example, during the Spring Festival in 2020, Country Garden focused on the theme of "Only One" and took advantage of the Spring Festival reunion scene to link the Weishi Weishi Challenge, Tencent News topic customization and other resources to expose its brand and enhance its overall brand image.

After all, brand customization is to integrate brand content into platform content to communicate with users in a soft way.

On the one hand, it tests the matching degree of the content itself, and on the other hand, it also reduces user acceptance.

3. Entertainment scene implantation + high-quality content implantation

After the popularization of mobile Internet, as soon as the advertising content is produced and enters the delivery stage, it is essentially competing for attention with any content that can occupy the user's time.

For example, film and television variety shows, social hot spots, celebrity announcements, new Internet memes, high-quality programs...

This is why many brands are willing to choose product placement to meet users.

From the panoramic view of Tencent’s New Year marketing resources, the placement resources provided by Tencent Advertising to brand owners this year are mainly divided into two categories:

The first category is mainly based on film, television, variety shows, games, sports, animation and other resources in the pan-entertainment scenario.

These include the New Year's Eve Gala; Tencent Music's TMEA Music Entertainment Festival; NBA Wish Season; and Spring Festival editions of Honor of Kings, Happy Landlords, Qin's Moon, KartRider, etc.

The second category is high-quality content resources that focus on humanistic and emotional scenes.

These include the cultural theater under the Tencent News/Kandian platform, such as "Bright Night", "Chinese New Year in the Dunhuang Murals", "Who's Coming to the Banquet", "Spring Festival Travel Surprise Phone Booth", "Youjia Photo Studio" and many other video and audio programs that focus on ideology and reunion.

Among these two categories of resources, brands in industries such as automobiles, real estate, home appliances, food and beverages, etc. can choose interactive implantation, scene implantation, creative insertion, brand story customization and other methods to let users see the presence of the brand during the Spring Festival.

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In addition, in order to make it easier for brand owners to understand the marketing methods that Tencent Advertising can match during the Spring Festival, Tencent Advertising has also specially produced a magical video online to provide answers.

For example, in the Lucky Headings section, you can see resources such as interactive red envelopes for your choice; in the Entertainment section, film and television variety shows, ceremonies, sports, and game resources can cover all entertainment scenarios; in the Reunion section, you can see high-quality content waiting for you.

The marketing proposition proposed in it - "Connecting everyone's Spring Festival" is the demand of brand owners to promote CNY, and it is also the self-requirement of Tencent Advertising to help brand owners achieve this goal.

In the social media communication chain, the segmentation and discussion of the delivery level is still a topic that needs more people to join in.

Looking forward to the 2021 Spring Festival marketing, with good content produced and better delivery to reach more people.