How can brands take advantage of the Qixi Festival? Here are 6 marketing tips for you!

1. New interpretation of the old customs of Qixi Festival

There were many folk customs on the Chinese Valentine's Day in ancient times: threading a needle to pray for dexterity, spiders responding to calls for cleverness, throwing needles to test wisdom, planting seeds to pray for children, celebrating the cow's birthday, drying books and clothes, offering sacrifices to Mohelo, worshiping the Weaver Girl, worshiping Kuixing, eating clever fruits...

These customs are ready-made materials for leveraging. By adding modern popular elements and presenting them with humorous language or pictures, they can not only educate the audience but also make them laugh. Why not do it?

How did the ancients celebrate the Qixi Festival? Amazon and Phoenix News Client explain for you:

They brought in familiar figures such as Wang Zhaojun, Emperor Xuanzong of Tang, Yang Guifei, Tang Bohu, Li Qingzhao and others to make some funny moves, with internet memes everywhere; while being funny, they also didn’t forget to expose the brand, what a fun city!

2. Telling the love story of ordinary people

In this world, 99% of people are ordinary people, leading ordinary lives. Taking the events that everyone has experienced in their lives as the creative entry point, witnessing the love in ordinary life, it tells the stories of others, but in fact it is also the story of you and me.

Being good at using the emotions of people around you to touch the emotions of the audience, the copywriter can therefore win the emotional trust and resonance of the audience.

Meituan’s Qixi Festival poster depicts the life of five couples in love, and also embeds the brand information without any sense of violation:

The joy of welcoming a new life, the habit of traveling that is maintained, the time spent working hard for the family, the worry of a long-distance relationship, and the happiness of growing old together.

From meeting, getting to know each other to falling in love and staying together, who doesn’t want to have such a love?

During the creative process, materials can be obtained through the #collection# method, which not only ensures the authenticity of the story, but also enables good interaction with fans (audience).

There is no need for a long article, just choose one scenario to expand on, and try to incorporate as much brand-related information (name, function, attributes, etc.) into the text as possible.

3. Sweet Talk Tactics

The tried and tested Qixi Festival strategy of leveraging momentum, the most special love words said at a special time, can often achieve more unexpected results.

Anyone who desires love and has love has a little princess living in his heart.

Those warm and loving words, just the right amount of praise, promises that last forever, and the belief in loving only one person in a lifetime can always make your heart beat.

Integrating "love" between the lines is not only a trick for brands to successfully capture users' psychology, but also a good "pick-up trick". In short, if you can speak, speak more!

1. Romantic confession type

The sweet words that make your teeth ache express love with true feelings. The words are poetic and full of fantasy, and I want to be with you so much.

For example: Ctrip’s three posters and three paragraphs of copywriting make you want to fall in love.

2. Internet funny style

There is a skill to saying sweet words. Sometimes being too serious will make things taste boring and make the situation awkward.

Moderate humor and funny things are in line with the tastes of today's young people. Brands can take advantage of this by adding various Internet buzzwords into the copy.

JD.com uses roses, diamond rings, bags and other love confession tools, combines copywriting with product attributes, and gives love words a strong Internet style.

3. Domineering CEO style

Who can not be moved by such a wealthy, dark, affectionate and overbearing "CEO"? The overbearing president's chatting style is full of coolness.

Meituan’s #Three-Line Love Letter# gives you the experience of having money thrown in your face by a domineering president.

Of course, there are more than just these three types of sweet words. There are also fresh and reversal ones, etc.

As for which style to use, it depends on the tone of your brand, the attributes of your target audience, etc.

4. Quote classic ancient poems

The Chinese Valentine's Day has a long history and has become an excellent subject for poets and writers of all ages to chant. The poems about the Chinese Valentine's Day have accumulated to a considerable thickness.

They have been passed down through the long river of time to this day, and they possess highly concise language, rich imagination, a strong sense of rhythm and beauty of rhyme, which are truly infinitely charming!

Therefore, borrowing ancient poetry is an efficient and elegant quick-writing routine.

1. Original poem + brand logo + Chinese Valentine's Day elements

——That is, use the poem literally as the copy, without any modification, and apply it directly.

Then, add the brand logo into the poster and insert other Chinese Valentine’s Day elements, such as: the Cowherd and the Weaver Girl, the Magpie Bridge, the moon; Chinese Valentine’s Day, Qiqiao, and Qiqiao, etc.

For example, Weilong spicy strips quoted the Tang Dynasty poet Lin Jie's "Every family prays for skill and looks at the autumn moon, and threading tens of thousands of red silk threads", threading needles to recreate the "begging for skill" custom, and the brand name is hidden in it.

This is a routine that does not require too much time and energy and can quickly create a Chinese Valentine's Day poster, but you should also pay attention to integrating it with your own brand.

2. Replace some words in the poem

Reasonable modifications can be made to the original poems by replacing certain characters or words to make the copy more in line with the brand and cater to current trends.

1) Embed selling points

McDonald's replaced the phrase "better than the world" in the phrase "When golden wind and jade dew meet, it is better than countless things in the world" with "circle happiness", which not only expresses good wishes to lovers, but also highlights the selling point of "circle".

2) Embed brand name

KFC (left in the picture below) replaced the word "为" (for) in the original poem "In the sky I wish to be a pair of wings, on the ground I wish to be a pair of branches" with "用" and "联利枝" with "Alipay", thus cleverly exposing its brand name.

3) Embedded scene

KFC (on the right in the picture above) changed the second half of the sentence "I sleep so soundly in spring and hear birds singing everywhere" to "Mosquitoes bite in summer". This summer scene is very realistic.

Regarding the classic poems about Chinese Valentine's Day, Strawberry has compiled 9 for you to choose from:

1. If the love between two people lasts for a long time, why does it matter if they are together day and night? ——Qin Guan
2. When the golden wind and jade dew meet, it is better than countless things in the world. ——Qin Guan
3. Look at the blue sky tonight on Chinese Valentine's Day and watch the Cowherd and the Weaver Girl cross the river bridge. ——Lin Jie
4. Every family prays for wisdom and looks at the autumn moon, threading tens of thousands of pieces of red silk. ——Lin Jie
5. The night sky is as cool as water, I lie down and watch the Altair and Vega stars. ——Du Mu
6. But let us meet once a year, and cross the river on the seventh day of the seventh month. ——Zhang Lei
7. There is a golden mirror in the sky and a jade hook on earth. ——Li He
8. May people in heaven and on earth enjoy joy every year to this night. ——Liu Yong

5. Attack of the Singles

When 99% of brands are making a big fuss about "couples", those that use "singles" as an entry point stand out.

Only by taking people by surprise can you create surprises.

According to statistics: the number of single young people of marriageable age in mainland my country has reached 200 million. With such a huge audience group, how can one be beautiful alone on Valentine's Day? How can brands leverage their influence?

1. Declaration of Singleness

In an original or borrowed form, use self-deprecating, funny, heartbreaking, or domineering quotes about being single as copywriting, such as: What's wrong with being single! Have you eaten your rice?

These short, concise jokes that justify being single and express one's true feelings are naturally popular, and are tacitly understood by the general audience, making them conducive to interactive communication.

On the day of Chinese Valentine's Day, word of mouth brought in a bunch of brands to collectively complain about this holiday that hits singles hard:

Careful people will find that if they read the posters one by one, they will find an acrostic poem "My singleness is none of your business", which is very domineering and singles can empathize with him. He is really a scheming boy!

2. Reasons for being single

Starting from the root cause, reveal the reasons why many men and women are single. The text does not have to be serious, but the reasons must be touching enough.

Red Bull’s copywriting for the Chinese Valentine’s Day appears to describe the reasons for being single, but in reality it is a mad display of love: I am single because of you, I have been waiting for you, even single dogs are not spared, what a master.

The common reasons for being single are as follows: being single is very free, and dating is too troublesome; the cost is very high; one is afraid of meeting a scumbag; one has excellent conditions and does not want to settle...

You can leverage one or several points of the topic and bring up topics like #Why do you choose to be single#, #Thoughts after being single for a long time#, #How great is being single#, and guide users to leave messages and interact.

3. About escaping from being single

There are people who want to be single forever, and naturally there are people who want to end their singleness. No matter when, ending singleness is always a hot topic.

In the process of leveraging brand momentum, choose a good creative angle, for example, give advice and teach you N ways to get out of being single.

Yidao Car Rental has teamed up with many brands to launch a complete set of "flirting strategies", covering everything from food and accommodation to pursuit routines. The copy is funny and vivid, fully displaying the style of the Internet.

Of course, words are not enough, and if you feel that just providing a guide is not sincere enough, you can leverage on the marketing momentum by directly holding a blind date conference!

For example: Didi x Weibo x NetEase News "The First Houchangcun Internet Blind Date Conference", this extremely humorous notification copy is worried about your lifelong event.

Another example: Jiayuan.com x Alipay x word of mouth wants to help you find a partner who is “right for you”, a blind date meeting for foodies, do you want to make an appointment?

6. Qixi Festival Ex-boyfriend Raiders

On Valentine's Day, couples show their affection to each other, while single people kick over the bowl of dog food and enjoy their beauty alone.

In addition to leveraging the two major themes of couples and singles, brands also have a third alternative approach: exes and former lovers.

The topic of ex-lovers can easily touch the hearts of those who have experienced it, because they have loved, hated, given, and let go.

HEYTEA’s #bye bye前任# takes advantage of the Chinese Valentine’s Day to remind you to deal with your ex in a scientific and reasonable way, and reap happiness after letting go completely.

The specific leverage routines can be cut into from the following points:

• What category of trash is your ex? Who hasn’t encountered one or two scumbags when they were young? Targeting the best ex, we use the craze of garbage classification to creatively leverage the momentum.
• Describe your ex in one sentence. It is suitable to come up with a wave of small topics during the Chinese Valentine's Day to guide the audience to participate in commenting and interacting.
• Meeting your ex after a breakup. The picture is too beautiful to imagine? A major rollover scene? Let’s forget all grudges with one smile and be friends with another? Using text or pictures to express such scenes can often attract people's attention.

The above are several marketing techniques for Qixi Festival copywriting. Only by finding the right entry point and connecting with the brand can you make the leverage more effective.

Author: Strawberry Talk

Source: Caomeishuoshi