Creativity | A comprehensive review of Christmas marketing strategies!

In a blink of an eye, 2019 is almost over. At the end of 2019, Christmas is finally here again. When I was shopping, I saw colorful balloons and Christmas trees in clothing stores and milk tea shops. The shop assistants wore cute little red hats, and the atmosphere was full of Christmas.

Um, wrong place, it should be this.

Let’s take a look at how brands celebrate Christmas.

1. KFC

In fact, as early as November, KFC had already filmed a short Christmas film and gathered two traffic leaders. KFC shoots a heartwarming short film every Christmas. Last year’s film was a Christmas fried chicken restaurant with Lu Han and Zhou Dongyu as the protagonists.

This year, the store manager is still Lu Han, but the customer is Li Jiaqi. Yes, you read that right. Following the Huaxizi lipstick commercial, Li Jiaqi also filmed the KFC Christmas commercial.

In this advertisement, Li Jiaqi plays himself as a host who has no holidays for 365 days. "In the anchor world, Christmas is also a competition arena." Many people must have heard about how hard Li Jiaqi works. He has also successfully created his own color - "hard work red."

KFC's Christmas series of short films have always been warm and sentimental, aiming to enhance the brand's popularity. The plot of the store manager receiving all kinds of guests is a bit like "Midnight Diner", full of a heartwarming atmosphere. At the same time, the use of the popular traffic leaders - Lu Han and Li Jiaqi - has also attracted the attention of many fans.

2. Starbucks

Starbucks also launched its own Christmas red cup as early as November 5th.

Four modern styles, full of Christmas flavor. Not only that, Starbucks also teamed up with Tmall Little Black Box to launch 100 sets of Christmas limited edition blind boxes. The five Starbucks bears have all been dressed up in Christmas costumes, which are super cute.

Do you think that’s all? There is also a limited edition Christmas star cup. This cute little cup is really hard to resist. For Starbucks, selling cups has become a business. Whether it is the Christmas Star Cup launched last month or the cat claw cup launched at the beginning of the year, Starbucks cups always sell well.

Let’s take a look at Starbucks’ copywriting:

"On a cold day, this Christmas gingerbread-flavored latte with a gingerbread man inside wants to be that 'person' by your side, warming your hands and spending a sweet Christmas with you."

"I like the brightness of hand-brewed coffee and the softness of latte. Have you ever thought that there is a kind of coffee that can "blend" these two charming characteristics and also has a vanilla cream flavor? Hey, let me introduce a new hand-brewed friend with vanilla cream flavor: #圣诞手冲密斯朵#, which uses Christmas comprehensive hand-brewed coffee as the base and blends in lightly sweet vanilla flavored cream. The aroma of cedar and spices lingers in the mouth, and the taste is comfortable and soft. This cup is our romantic imagination of Christmas."

From these two paragraphs, we can feel the beauty of fairy tales, the warmth of latte in winter, and the sweetness of vanilla cream. Do you remember what Tuzi said before, “How to write a good shopping copy”? One of the points is to capture the consumers' senses, whether it is touch or taste, which can impress consumers and resonate with them.

3. Coca-Cola

Fat House Happy Water has always been Rabbit’s favorite. For operators, Coca-Cola is also an important object worth learning. The Coca-Cola bottle is not only filled with fat otaku happy water, but also a marketing tool for Coca-Cola. From nickname bottles to lines bottles, from like bottles to mutual aid bottles, marketers are always looking forward to the next Coca-Cola bottle idea. And Coca-Cola never disappoints.

One Christmas, Coca-Cola launched a gift bottle. If you open the Coca-Cola package and pull it gently, you will find that the wrapping paper has turned into a beautiful little firework.

This idea is very clever. Happiness is sometimes very simple. A little thought and a little surprise can make a bottle of Coke more humane and bring a little sweetness to people's lives. It doesn't need to be grand, just a gentle pull can pass on love.

Coca-Cola is very good at giving people little surprises, but it is these "worthless" little surprises that are more than enough to bring people happiness and surprises, leaving a deep impression in the hearts of consumers.

4. JD.com

Last Christmas, JD.com teamed up with Hello Kitty to give everyone a Christmas full of dreams and childlike fun, full of girlishness and childlike innocence, which not only attracted many girls who love Hello Kitty, but also attracted many children.

JD.com not only brings a lot of dreams to everyone online, but also brings this dream and childlike fun into life. In 2015, JD.com asked its couriers to dress up as Santa Claus on Christmas and travel around cities across the country. In your childhood, did you ever fantasize about receiving gifts from Santa Claus? I didn’t expect that JD.com would help me realize this wish.

“There are only two men in the world worth waiting for: Santa Claus and the courier.”

In this idea, JD.com found the connection between itself and the festival. Through this clever combination of the two, it not only created a festive atmosphere, but also promoted its own self-built logistics. After all, this is one of the systems that JD.com is very proud of.

So when we are doing holiday promotions, we should be good at thinking about the connection between the festival and ourselves. JD.com lets its couriers dress up as Santa Claus, and we can also package our products as Christmas gifts and give them to consumers.

5. Edit photos every day

Do you still remember the slogan “Please give me a small red flag” during this year’s National Day? "Please give me a Christmas hat" appeared as early as the Christmas of the year before last.

Of course, WeChat officials will not give you a little red flag or a Christmas hat. Tencent News Express created an h5 with a small red flag added in one click, and Tiantian Ptu created an h5 with a Santa hat added in one click, both of which caused a sensation in the circle of friends.

Of course, we have said in previous articles that using the small red flag as a marketing tool is inappropriate, but there is a key point worth learning from in these two marketing events: appropriate small interactions play a very important role in motivating young users.

6. Other excellent ideas

In addition to the excellent cases of leveraging momentum mentioned above, let’s take a look at other excellent creative ideas.

Durex

BMW China

Huawei Honor

In stock

Toyota China

The above is the whole content of this article. I hope you will gain something~

Author: Helian Yanlan

Source: Helian Yanlan