A brief analysis of the successful cases of leveraging marketing on New Year’s Eve!

New Year's Day is the beginning of the new year and the end of the past year, which is of great significance to most people. Although it is only one day, New Year's Day, like other festivals and solar terms, has a lot to do in terms of marketing. Moreover, as a national statutory holiday, consumption can reach very high levels on this holiday day, especially on New Year's Eve, which makes many people full of expectations. Therefore, it is very necessary to take advantage of the New Year's Day, and businesses can also come up with many new ideas.

On New Year's Eve, most people attach great importance to the sense of ritual, either spending a good time with a few good friends or leaving a few words on social platforms. In short, for people, this night that connects the past and the future is full of meaning. Carnival, memories, summary, and outlook are all keywords of this day. If a brand wants to attract people's attention, starting with these keywords would be a good choice.

There is only one month left until the new year. If a brand wants to highlight its presence on New Year’s Day or New Year’s Eve, it not only needs to prepare in advance, but also start warming up in advance. Looking back, some classic New Year’s Day marketing cases can bring a lot of inspiration and reference value.

Marketing Case 1: Alipay Annual Bill

Reviewing and summarizing is a major project on New Year's Eve. Many people will do a year-end summary on the last day of the year and express their thoughts on the past year. To suit the occasion, Alipay also automatically generates an exclusive annual bill for users, allowing everyone to see how much they have spent in a year, what the money was spent on, whether they have spent more or less compared to last year, etc. In the Alipay bill, the proportion of users' consumption in various fields can be clearly counted and displayed, including living expenses, phone recharge, online consumption, offline consumption, etc. In addition, public welfare and environmental protection, credit compliance, number of trips, and specific consumption scenarios can all be objectively and accurately evaluated. Through these unique data and evaluations, a summary ranking will be given in the end, and a New Year keyword will be generated to send sincere blessings for the new year.

Such a bill is very convenient and surprising for users, because Alipay automatically generates a bill for each user with big data. Each bill is unique, but users are connected to each other through regional rankings and friend rankings. It summarizes the user's consumption items and amounts in a year with accurate data and details, and very considerately adds a heartwarming comment after each data, allowing users to experience their own personality and Alipay's care while taking a comprehensive look back. The bill clearly gives the review and summary that users want, and sends users blessings for the new year, which is full of sincerity and touching and joyful. Surrounded by these advantages, users are very enthusiastic about sharing their unique bills, either to express their feelings or to compare with their friends. In short, Alipay has prepared an exclusive annual bill for users, allowing them to view their consumption history effortlessly. It is not only practical but also full of humanistic care, integrating the functions of Alipay with the festive atmosphere of New Year's Day very closely.

Alipay’s annual bill is a very classic New Year marketing case. After that, many brands have followed suit, and it has become a year-end routine for many brands. For users, this kind of bill is very useful every year.

Marketing Case 2: Durex pictorial reviews “The Look of Love”

In many people's impressions, Durex is a very playful and "dirty" brand, not only because of its products, but also because of its marketing style that shapes this image. What is different from the past is that Durex released a Weibo post titled "Durex Pictorial" on the last day of 2017, telling a series of "looks of love" in the past year, which was very heartfelt.

The theme of the pictorial is "love". It uses comics to show the hot events about love in 2017, and gives very insightful and touching comments on each event, such as "La La Land tells us that the way to love is not necessarily to be together all day long" on February 14, 2017, "Handwritten blessings become a new way to express love to your girlfriend" during the Spring Festival of 2017, and "During the Jiuzhaigou earthquake, a couple was in crisis and the boy used his body to help the girl block the flying stones" on August 8. There are also entertainment industry stories such as Li Chen proposed to Fan Bingbing and Song Hye Kyo and Song Zhongji met because of the drama. After listing these hot events about love, Durex pictorial also made several summary comments, which were both playful and showed meticulous consideration, such as "In 2017, we learned that girls are really full when they start to put on lipstick" and "The cutest height difference between men and women should be controlled within 25cm".

At the end of the pictorial, Durex sent a very heart-warming greeting: "Has the spring of your love come in 2017?" and then turned to bring good wishes for 2018: "2018, it's waiting for you." This rich cartoon recalls the love stories that people talked about in the past year, evokes people's memories, and also resonates with the public with these real and beautiful loves. The cartoon is concise and vivid, and the copy is funny and warm, which fully reflects Durex's intentions. At nearly midnight that night, Durex released two more GIF images. The first one used blooming fireworks with the words "2018, it's coming", and the second one used condoms to form a shooting motion, with the text and topic "The first shot of the new year", which was full of connotation and made people feel that the familiar Durex was back.

Marketing Case 3: McDonald’s Comic Strip “McDonald’s and Me”

Durex uses comics to tell the story of "what love looks like", while McDonald's uses a comic strip to tell the brand story between itself and its customers. In this cartoon, the protagonist is a simple and cute duck. He started eating McDonald's when he was very young. Later, McDonald's was always an indispensable scene in many important stages of his life, such as his mother celebrating his birthday, finishing his homework at school, partying with friends, and confessing his love to the girl he likes. As I grew up, McDonald's has been constantly changing, but what remains unchanged is "enjoying the simplest happiness" in McDonald's. A very simple story, but it reflects the process of McDonald's accompanying a generation in its growth. As an old brand, while witnessing the growth of a generation, it is also continuing to develop and accompany.

Although such a cartoon looks very old-fashioned and simple, it is very real, because this is the growth process of many people. Through this kind of narration, many people have found resonance in it and also seen the accumulation of this brand. McDonald's uses simple pictures and words to convey a kind of long-lasting warmth and happiness, which is the yearning and pursuit of many people. In the end, "2018, the new year, I will still be here, enjoying the simplest delicious happiness" conveys McDonald's good wishes, and also expresses the voice that it will always accompany and give happiness to customers.

The comic strip "McDonald's and Me" is valuable for its sincerity, rich emotions, and pure enthusiasm. It uses a small story to trigger a resonance in many people's growth, and uses this way to recall and look forward, and naturally conveys the brand's value concept, which is integrated with the vision for the new year, appearing affectionate and moving.

Marketing Case 4: Kugou’s nostalgic short film “Hello, Time”

In 2015, Li Wei cheered for a pentakill in the game in his university dormitory. When he turned around to share, he found that his roommates had left and he was the last one to leave the dormitory. In the winter of 2005, Zhang Tao's convenience store went bankrupt. He chose to escape in despair and told his father who was thousands of miles away that he would not go back this year. In 2012, Han Xiao ended a three-year relationship. Amidst the rain and tears, the two people's journey finally came to an end. In 2018, Jin Yong disappeared from the world, a star in Stan Lee's Marvel Universe dimmed, Hawking also returned to the starry sky, IG won the championship, and they also reunited, faced and let go, and welcomed new circumstances. This short film contains three different memories and three melancholy stories, telling about separation and meeting. Only after experiencing the passage of time can one understand that "life is a series of farewells and encounters."

Kugou Music's short film "Hello, Time" begins with several heartbreaking memories that touch the audience's tears and evoke many people's memories of the past. The sadness, loneliness and escape in the film make many people empathize; however, in the second half of the short film, accompanied by the familiar Kugou music, we saw the faces of several great people who passed away in 2018, and also saw reunion, calmness and relief. The emotional rendering and changes of the entire short film, presented through real story scene interpretation, copywriting and music, are gripping and have captured the hearts of the audience, infecting many people with memories and emotions. The emotional resonance made many people pay attention to the short film, and the message of "a promising future" conveyed in the film also conveyed encouragement and blessings, which was recognized by the public. It ended with a familiar "hello, Kugou", which not only made people recall the past, but also fit the theme of "encounter", expressing a vision: Kugou Music's long-term companionship not only carries the memories of many people, but will also continue to accompany people to start new encounters in the future. It was heart-wrenching yet heartwarming at the same time, and Kugou cleverly gained a wave of touching feelings and goodwill.

From the above cases, it is not difficult to see that on New Year's Day, a special time node, people pay more attention to their memories of the past and their wishes for the future. In fact, everyone's memories, wishes and feelings have many common points. By grasping the key words of review, prospect and sensationalism, and integrating the core concept of the brand into them, the public can have an emotional connection and resonance through these promotion forms, and thus pay attention to the brand. In this process, creativity, content and sincerity are all very important points. Use creativity to create content and integrate brands, use content to convey the brand and sincerity, and use sincerity and care to impress consumers.

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Text: PR Home