5 tricks and classic cases of leveraging marketing during National Day!

The National Day is coming, and operators are already starting to have headaches, as the inspiration for leveraging the situation has long been exhausted. If you don’t hold the event, you’ll be wasting this great opportunity. If you hold the event, the marketing data may not look good. So how should we interpret the perspective of leveraging the National Day to make marketing activities both creative and effective?

How to interpret is the key

In today's market, brands that don't understand consumers will be beaten to death on the beach by the waves behind them. Therefore, we must not only accurately interpret the festival, but also accurately interpret the corresponding consumer audience, and more importantly, interpret whether the festival plan can touch this consumer audience.

As for the festival itself, there are many angles that can be interpreted, such as the origin of the festival, historical evolution, nicknames in different countries, significance (national symbols, functional manifestations), festival preparations (large flower beds, portraits of the Chairman, hanging red flags), National Day activities (military parades, decorations, National Day holidays, flag-raising ceremonies), National Day passenger flow, literary narratives, previous years' activities, related stories, etc.

Then, from the perspective of festivals, because of the long National Day holiday, most people choose to travel or go home to visit relatives, so the angle of leveraging the National Day can be extended to travel and vacation. In addition, due to the large number of people traveling on National Day, "jam" has become the norm for everyone on the road, so complaints about traffic jams are also closely related to the National Day.

Secondly, we need to pay attention to changes in consumers. The essence of marketing has not changed, but consumers have been changing. We need to conduct a detailed analysis of the audience covered by the event. For example, whether the theme, form, content, and fission ideas of the event are in line with the audience's group tendencies, whether they can touch them, arouse their interest and self-propagation, all of which require in-depth research. After all, different groups will respond very differently to the same marketing plan.

For example, if your audience is Generation Z, then your marketing methods can be life-like vlogs and short videos on Douyin, rather than traditional portals, professional media, etc. After all, you have to make choices based on the audience's media habits and preferences, and at the same time, you have to control the dimension, scale, intensity and rhythm to achieve the maximum communication effect.

丨Keywords: motherland, birthday, praise, hymn, 70th anniversary, golden week, birthday, go home, traffic jam, travel, military parade, long holiday, grab tickets, vacation, journey, etc.

丨Excellent copywriting

Zhenai.com: Others are crowding on the road, I want to squeeze into your heart.

Durex: It’s better to be stuck in bed than stuck in a car.

Dulux: You see poetry and the distance, I see eight nights and seven days

Wanglaoji: The road may be blocked, but the heart cannot be blocked.

Pechoin: We have witnessed your birth and will accompany you throughout your youth.

Cha Cha Melon Seeds: People of all ethnic groups celebrate National Day.

丨Classic Case

1. Heart-warming type

To some extent, marketing and chasing girls involve the same thinking. You need to be sincere and achieve resonance with the other person's thoughts and emotions, which can maximize goodwill and trust. You need to find topics that interest the other person, cater to their preferences, and make the other person feel that they are thinking and doing what you want, thus making them "fall in love" with you.

Jiang Xiaobai: Is this you on vacation? Take a fake trip, work a fake shift, show a fake smile, have a fake date, go on a fake date, post a fake photo, be a real self, and drink a real glass of wine.

Jiang Xiaobai, who dares to tear off the mask of life, speaks frankly about the normal disguise of contemporary young people and tells them to be themselves and open up their true selves. Even if they cannot abandon their social persona, they should show their "true self" under the influence of liquor. Jiang Xiaobai approaches the issue from the perspective of the social portrait of contemporary young people, hits their hearts with a series of "true and false" copywriting, and provides an emotional outlet under pressure and helplessness - liquor. The festival leverages the opportunity and is combined with the product itself to achieve the effect of bringing in goods.

Red Star Erguotou also did a heartfelt case called "Without wine, you can't tell a good story." In a series of posters, golden sentences frequently appear, which makes people amazed and "intoxicated":

· I have sung “Ten Years” for ten years, and I am alone.

The unhappiness of staying in Beijing may only last for a while, but the reluctance to leave Beijing will last a lifetime.

· I was fearless before, but now nothing matters.

In order to realize your dreams, sometimes you have to give up your dreams first.

· The harder life is, the stronger the wine will be. Eight out of ten unhappy things are caused by wine.

Jiang Xiaobai's main audience is young people, while Red Star Erguotou is a genuine old Beijing brand. Its market area is mainly Beijing, so the brand focuses on the group of people who have moved to Beijing. Due to factors such as long distances, difficulty in getting tickets, and overtime work, many people cannot choose to go out to play or go home to visit relatives like others. They can only choose to continue to stick to it, hide their psychological pressure and unwillingness, and then pick up a bottle of Erguotou and pour it into their throats. The angle chosen by Red Star Erguotou is particularly lifelike and full of the flavor of fireworks. It brings the young man drinking alone at a roadside stall to everyone's mind, focusing on the sadness and desolation of the group of people who have moved to Beijing, and is more likely to touch the strings in people's hearts.

2. Pain Point Type

Finding the other party's pain points and demands means business opportunities. By finding, stimulating and satisfying users' potential pain points, you can create a popular marketing plan. After all, the essence of marketing is to discover or create demand, and demand is the pain point.

NetEase Kaola successfully touched upon users’ pain points in its National Day marketing two years ago, and based on this, created the H5 marketing campaign “I Deleted My Moments on National Day”, which was a huge success and went viral on Moments. The real-life scenario that NetEase is targeting is that when people travel abroad, they inevitably post a circle of friends, share some scenery photos and selfies, and then post the location. However, the comment section begins to boil, with many friends sending in purchasing requests, and looking at the constantly flashing dialog boxes and comments, the users finally panic.

This is the real situation with a strong sense of life, and the solution to the pain point given by NetEase is to create a complaining H5 based on this, and perform various bizarre scenes of seeking purchasing agents to the extreme, making people roll their eyes and laugh and cry, and finally shout out the slogan "Don't do purchasing agents during the National Day holiday, if you do, go to NetEase Kaola." Because this H5 greatly resonated with users, it successfully stimulated users' enthusiasm for self-propagation and achieved very good propagation effects.

Tencent Translator also did a good job in identifying pain points, and created a video marketing case titled "The most embarrassing thing about traveling abroad is...". In response to the embarrassing situation of Chinese people traveling abroad during the National Day holiday but not understanding foreign languages, the video used a humorous black-and-white silent film style to present the protagonist who could only gesture for a long time due to language barriers and could only play the "you draw, I guess" game with the other party. It was not until Tencent Translator was used later to solve the communication problem that the whole picture became bright.

Because the pain points are real, Tencent has also provided a very good solution to the pain points - real-time translation, which supports multiple languages ​​and can effectively solve the language barrier, say goodbye to embarrassing things during travel, and make communication no longer awkward. When expressing user pain points, using humor to convey the solutions to the pain points can successfully convince users and allow them to feel the functions conveyed by the product.

3. Welfare type

The most successful welfare-based marketing is definitely Alipay’s “National Day Koi” program. Its wide participation, wide range of brands involved, large gift-giving scale and high degree of dissemination are difficult to surpass in the history of marketing.

On September 29, the official Weibo account of Alipay posted a message "Wishing you to become China's Koi!". One only needs to forward the message to receive a super gift package, which includes various gifts prepared in collaboration with hundreds of merchants. In the comment section, other brands also actively participated and increased the content of the gift package. Finally, under the temptation of the crazy gift package, many netizens began to forward the message without any effort, and even mobilized small accounts, which eventually made this Weibo post set a forwarding record. Related topics have also been on the hot search list many times. Alipay has formed a marketing exposure covering the entire network at almost ultra-low cost, and finally announced the date of the Koi as the last day of National Day. Many netizens went to the Koi's Weibo to "absorb good luck" and "pray for blessings". The Koi also became an Internet celebrity because of its lucky halo and participated in Alipay's subsequent marketing.

4. Creative

Creative ideas in marketing can often make people's eyes light up. Even if it is just a joke, it can successfully attract the attention of netizens. For example, Xiaomi's National Day marketing is different from the previous popular idea of ​​going out to play and buy. It goes against the norm and starts thinking in reverse - isn't it good to stay at home during the National Day?

Xiaomi mobile phone: On the first day of the long holiday, the serious thing to do is to stay in bed until noon. (MIUI Do Not Disturb mode, a wonderful vacation starts with a nap)

Why go out? Is the movie bad or the game not fun? (Use Xiaomi VR glasses, the world is so big, you can watch it at home)

Staying at home during the day is just for going out and having fun at night. (Xiaomi 5S ultra-sensitive camera, better for taking photos at night)

Through multiple posters and the above copy, the highlights of its own products were cleverly displayed in a creative way, creating the concept of "Even if you are at home during the National Day, you will have the wonderful company of Xiaomi products" and successfully selling goods.

5. Content Type

Content marketing will never die out, because truly good content will definitely impress the audience. For example, the video advertisement "Craftsmanship for every step of your life" released by Yierkang on the occasion of National Day conveys positive energy. At the same time, what is more praised is its copywriting, which is wonderful enough and worth reciting and tasting repeatedly:

When you take the first step in your life, the world will record your existence. Record the step of pursuing your dream, the step of leaving your hometown, record the courage to take the lead, record the unknown road ahead, record a half-life of wandering. Maybe you will climb over some mountains and rivers, maybe you will experience some hardships, maybe you will miss some scenery, but you have never given up. It is possible to take a step forward. Some people keep moving forward, some people move towards hope, some people go against the current, and some people cross life and death. Every step is worth remembering, because every ordinary step of yours has created an extraordinary China. The country is prospering step by step, and Yierkang's craftsmanship is for your every step.

The tone of the video fits the atmosphere of National Day very well. What is most amazing is that its emotional focus is extremely precise - "Because of your ordinary steps, there is an extraordinary China." It not only echoes the functionality of the product, but also rises to praise the motherland, thus forming patriotic marketing.

Summary

After H5 fission was banned in WeChat Moments and the marketing environment became increasingly complex, brands began to tighten their marketing spending. We have to learn to be thrifty with every penny. For example, methods such as H5 mini games and mini programs, which have limited dissemination, need to be carefully measured. So, what are the “cost-effective” holiday marketing angles and plans?

First, we still need to develop new touchpoints to influence consumers. In today's new media marketing, a new problem has also emerged, that is, information explosion. All catalytic methods are not necessarily reliable, so you need to do a good job of identifying which form or platform your audience relies more on, and then decide on the content of the marketing. This is the foundation. Only by laying a solid foundation can you have a better superstructure.

Second, starting from the consumers’ life scenarios may be a better way to present marketing content. It’s not that marketing doesn’t need creativity, but that marketing needs to be presented more realistically in order to gain the trust of the audience. Consumers are constantly changing. After experiencing more and more marketing methods, they are becoming more cautious about marketing. Therefore, they need a more real way to experience the product, and starting from a realistic scenario may be a good dimension.

Author: Tenant 404

Source: PR Home