How can brands come up with new ideas for Spring Festival marketing?

The Spring Festival marketing war is about to begin, and how to successfully capture the attention has become the first test for brand owners in the new year. If you want to break through cleverly by taking advantage of marketing hotspots, it starts with sharp insights and strategies, and ends with flexible implementation and presentation. It may not be difficult to come up with something new. The first step is to start from the unique Spring Festival behavior of target users.

Marketing Insights: Connecting Play and Penetrating Time and Space

The annual population migration and public holidays bring with them huge social and entertainment needs. In fact, active social interaction, entertainment dominance, and concentrated consumption have become the holiday trilogy for most consumers.

According to Penguin survey data, during the Spring Festival, social chat accounted for 72% of mobile phone usage scenarios, while offline social forms such as going out and gatherings with friends accounted for 40.8% of Spring Festival entertainment. During this traditional festival and public holiday, people's active social activities are more frequent.

At the same time, the long holiday is also a harvest season for entertainment platforms. From the Penguin survey data, we can clearly see the general increase in pan-entertainment platforms such as games, short videos, music, and reading during the Spring Festival.

During the 2019 Spring Festival, Tencent's "Honor of Kings" had a DAU of nearly 130 million, and the DAU of Weishi doubled compared to usual days. The number of 16-30 year-old users of QQ Music listening to songs was 22% higher than usual, and the number of people recording songs on Kugou was 11% higher than usual.

At the same time, the large amount of fragmented time brought about by the Spring Festival travel rush also directly led to an increase in the number of readers, with the number of weekly active users of QQ Reading soaring to over 30 million.

Concentrated consumption is directly proportional to the rise in social interaction and entertainment.

Those born in the 1980s continue to play the role of the main consumer group, and those born in the 1990s are not far behind. During the 2018 Spring Festival, more than 20% of netizens born in the 1990s spent more than 10,000 yuan, and 70% of their spending was spent on New Year's goods, red envelopes and gifts.

Being in the right place, finding the right person, and saying the right words is the core strategy and core tactic for connecting with people.

QQ advertising and pan-entertainment matrix brings together the broadest range of Generation Z, integrates platform resources and innovative tools, starts from interest circles, helps brands accurately find target audiences, and successfully enter the circle.

Then, through innovative and eye-catching advertising formats, the advertisements can be made vivid and interesting, thereby effectively increasing the interaction rate and appeal of the advertisements. Relying on the connected social links, the brand content can be made to flow, helping brand owners to create a Spring Festival that truly connects everyone.

Marketing demonstration: effective products and win-win brands

Traffic and topics are soaring, and effects and reputation are equally important. In the 2019 Spring Festival marketing war, many brands have stood out from a group of marketing experts by relying on their deep insights into users and integrating high-quality resources from QQ advertising and pan-entertainment platforms.

Red envelope social networking, occupying the young, QQ Spring Festival Garden Party XNIKE

As one of the traditional marketing items during the Spring Festival, red envelopes can also stand out through innovation. During the 2019 Spring Festival, QQ red envelopes broke the convention and no longer required hand speed. Cash/easter eggs were transformed into "lucky bags", targeting today's young people and capturing a large number of young audiences at the QQ Spring Festival Carnival.

Nike successfully penetrated into the young consumer group through QQ red envelopes. Among the people who participated in the event, users born in the 1990s and 2000s accounted for more than 70%, and ultimately received a total exposure of 2.9 billion.

Music brings luck, black technology attracts attention, QQ Music XGIORGIOARMANI

Armani Beauty and QQ Music have teamed up to use voiceprint recognition technology to bring a unique New Year "good luck" feast. First, Armani used the fan effect and joined forces with Meng Meiqi to create momentum on social media to "release good luck signals in advance."

Then, taking advantage of the victory, targeting the young users' mentality of "I want to be different", QQ Music's "Star Voice" voiceprint recognition black technology is used to match the user's own voice with the voice of stars, and select the three stars whose voices are most similar to the user.

Users can choose their favorite one and match it with their own New Year's "lucky" song.

With the help of QQ Music's big data and social fission, the entire marketing campaign achieved impressive communication effects. The H5 participation rate reached 92%, the interactive retention rate and sharing rate reached 81% and 48% respectively, and the brand exposure exceeded 190 million times, far exceeding the industry average.

Everyone grabs the microphone, a cultural and entertainment duet, National K song x Yunnan Baiyao

During the 2019 Spring Festival, Yunnan Baiyao Toothpaste specially launched the "Imperial Blessing Set" in line with the Chinese people's eating habits. In order to further upgrade its marketing boom, Yunnan Baiyao Toothpaste launched the "Everyone Grabs the Microphone for FUN Voices to Receive Blessings" and "FUN Voice Singing Blessings" activities on Tencent's Kugou App.

Help social fission with three major methods: grabbing microphone interaction, creative playlists, and heartwarming greeting cards. For example, the concepts of the six blessings of "being single, C position, koi, etc." are incorporated into the personalized creative playlist, which is closely linked to the concept of New Year gift boxes, continuously infiltrating brand information to young people.

Game bundle, easy to flirt with throughout the scene, elimination game x rainbow candy

During the 2019 Spring Festival, Rainbow Candy and Tencent's popular original IP "Elimination League" renew their relationship and join hands with two major elimination mobile games "Everyday Love Elimination" and "Eliminators Alliance" to specially customize the Spring Festival game version, and deeply bundle the game IP throughout the rich online and offline marketing scenarios.

Not only that, the Spring Festival special edition Rainbow Candy also adds AR interaction. Open the scan function of QQ on your mobile phone, scan the package to watch the "Cheer Alliance" formed by the "Eliminate Alliance" to battle for the voices of two generations, and you can also receive the "Everyday Love Elimination" game gift pack.

At the same time, the exclusive Spring Festival displays of Rainbow Candy and the "Elimination League" IP image have entered 5,300 offline supermarkets and 20,000 convenience stores, allowing you to meet Rainbow anytime and anywhere, summon Elimination League, and receive the game's Spring Festival gifts!

Marketing breakthrough: Panoramic gathering of strengths to win in 2020

Targeting the Spring Festival holiday trilogy for massive users, we fully leverage the three magic weapons of Spring Festival marketing, QQ advertising and pan-entertainment matrix to upgrade the 2019 Spring Festival marketing potential, and tailor a one-stop solution for 2020 Spring Festival marketing for brand owners.

More scenarios: The 2020 Spring Festival marketing will focus on comprehensively connecting the six core interests and scenarios of social interaction, music, games, short videos, reading, and information , with each scenario full of variety and novelty.

Updated interactions: popular stars supporting, gifts for answering questions, music high-tech, splash screen with sound... Fresh ideas emerge in an endless stream, and rich forms stimulate user interest.

Stronger integration: More cross-screen gameplay will be customized for the 2020 Spring Festival, including karaoke + live broadcast, e-sports + music, mobile screen + TV terminal... Multiple touchpoints surround users and enhance conversion.

1. Social: Q drum welcomes the Spring Festival, traditional culture theme quiz, red envelope interaction, celebrity support, full platform promotion

2. Music: QQ Music’s New Year’s Note Collection Black Technology Interactive H5; National K Song Super Music BUY New Year’s Goods Festival, K song + live broadcast to bring strong sales

3. Games: Limited-time authorization and cooperation with top IPs; IP linkage to create multi-platform cross-border gameplay

4. Short video: Weishi red envelope quiz carnival, everyone participates, everyone wins a prize

5. Reading: China Literature Group and Dragon TV jointly promote on large and small screens, a strong combination across media and terminals

6. News: Tencent Kandian's new audio splash screen format, limited edition for the Spring Festival

Author: 4A Advertising Copywriter

Source: 4A Advertising Copy (ID: AAAAIdea)