Mid-Autumn Festival brand marketing planning program!

For ordinary people, Mid-Autumn Festival is a good day for family reunion, but for marketers, it is a time when they rack their brains and their scalps tingle. Major brands are vying to fight a good brand marketing war, but they suffer from a lack of inspiration and angles to leverage the market. Today, I will share with you how to do marketing through the Mid-Autumn Festival.

丨How to interpret Mid-Autumn Festival?

The green bird flew from the west, and Chang'e told me that the good time is near. In ancient times, the Mid-Autumn Festival used the round moon to symbolize family reunion and to express longing for hometown and loved ones. It is one of China's four major traditional festivals.

Since ancient times, the Mid-Autumn Festival has had customs such as worshiping the moon, appreciating the moon, worshiping the moon, eating moon cakes, appreciating osmanthus flowers, and drinking osmanthus wine, which have been passed down to this day. In the marketing by leveraging the market, various elements of the Mid-Autumn Festival can be inserted, such as Kongming lanterns, lantern riddles, eating crabs and watching the moon and other customs. The origin and mythology of the Mid-Autumn Festival, historical events, as well as poems, folk songs, proverbs, and two-part allegorical sayings can also be incorporated. These are all leveraging materials worth exploring in depth.

At the same time, we must accurately grasp people’s emotions during the Mid-Autumn Festival to create resonance. Excellent marketing leveraging trends can always find an entry point that is easy for consumers to accept, whether it is authenticity, familiarity, or details, to touch the most fragile string in the hearts of the public and provide an emotional outlet during a special holiday.

Reunion is the main theme of Mid-Autumn Festival. A lot of materials can be extended around this theme, such as the anxious mood of those who are rushing home but are stuck in traffic jams, such as women who are looking forward to their husbands who are on business trips to come back to have a reunion dinner with them, such as looking at the abandoned tables and chairs and suddenly thinking of the time when they used to sit at the tables and chairs and reunite with their parents during Mid-Autumn Festival, but now, the tables and chairs are worn out and their parents are already old.

Where there are reunions, there will naturally be disunities. Things in the world are not perfect. There are always strangers who are traveling away from home and cannot be reunited with their families, emergency personnel who cannot stay at home and have a good meal due to emergencies, and people who want to be reunited but their parents have passed away, leaving them with eternal regrets. These can all be used to incite emotions, create tears and touches from different angles, and to guide brand care and value output.

丨Leverage keywords

Positive: moon cakes, moon, going home, moon-watching, reunion, lantern riddles, Chang'e, Jade Rabbit, hometown, etc.

Opposite meaning: regret, leaving home, seeing things that remind you of someone, etc.

Basically, each keyword can be further expanded. For example, "mooncake" can be expanded into the appearance of mooncakes, the classification of mooncakes, the methods of making mooncakes, etc. Only by grasping each keyword to discover the main topic, find the entry point, and stimulate emotional resonance can we create a complete marketing plan.

丨Classic copywriting

Durex: May you live long.

Jiang Xiaobai: #simplelife# The moon is full, so don’t let the cup be empty.

Tencent Map: After traveling to so many places, the roundest moon is still in the direction of my home.

58.com: "Wherever the moonlight shines, is our hometown; wherever our feet step, is our life."

Durex: On a night with beautiful flowers and a full moon, let us enjoy the beauty of the moon together.

Durex: Enjoy the Mid-Autumn Festival and the full moon.

Suning.com: Enjoy the moon and shop as you like.

Mercedes: No Mercedes tonight.

In the previous article about leveraging the Qixi Festival, the author said that excellent leveraging copywriting is not only reflected in creativity, but also in strong relevance. The appeal copy is not only full of creativity, but also provides deep emotional insights and embeds brand or product elements. Some can make people cry, while others can make people laugh through their tears and remember the brand in the resonance of emotions. This is the successful way of leveraging momentum.

丨Leverage the angle

1. Moon

1. BMW "Moon Dashboard"

There were two times in BMW’s Mid-Autumn Festival marketing planning that impressed me deeply. The first one is to use the divided mooncakes to form the BMW logo, and then use the first letters of BEST MID-AUTUMN WISHES to echo the BMW brand, and also show the blessing of "Happy Mid-Autumn Festival", which is very creative.

Another time was when the changing phases of the moon were compared to the speed indication on the dashboard, with different speeds corresponding to the waxing and waning of the moon. The copywriting of "joy is surging, the moon is full" formed an appropriate response, expressing the creativity clearly.

2. OPPEIN Home Furnishing "Werewolf" Creative Short Film

The imaginative home furnishing brand OPPEIN launched a series of alternative advertising films called "The Werewolf's Mid-Autumn Troubles", telling the story of how a werewolf successfully celebrates the Mid-Autumn Festival on a full-moon night.

In this short film produced by a Thai advertising team, the refreshing and magical performance and humorous style not only amazed the audience, but also expressed the brand concept of "home, love and European beauty" in a three-dimensional and emotional way.

2. Reunion

1. Yanjing Beer "Reunited with Brothers"

Yanjing Beer appeals to those who are away from home and unable to go home and participate in the Mid-Autumn Festival reunion, and calls on them that home is where their brothers are. So they should invite some good brothers tonight and drink happily under the moon! The brand's themes of passion, friendship and so on are integrated and linked together, expressing their concern for home in another form.

2. FOTILE uses flavor to bring love together

Being heartfelt is the mainstream of Mid-Autumn Festival marketing. Among them, Fotile’s "Farewell" short film is very heartwarming. With a one-shot approach, six farewell scenes are slowly unfolded, including the farewell between father and son at the bridge, the farewell between brothers at the dock, the farewell at the airport, the farewell between lovers on the track, the farewell to the father on the steps, and the parents watching their children go away at the door. It leads to the theme of "A happy home is one in which love is perfect and everything is perfect", which is very tear-jerking, especially in the last scene, where the daughter and parents are in different places but cooking the same hometown dishes. This is another form of reunion, which is heartwarming and also explains the meaning of reunion: where there is love, there is reunion.

3. Qia Qia Food Topic Marketing

During the Mid-Autumn Festival, Qia Qia Food launched the topic #Mid-Autumn Festival, with you, it’s OK# on its official Weibo. The rules for participation are that netizens only need to take a photo of their reunion moment, make an OK gesture in the photo, and post it on Weibo with the topic to participate.

The simple and warm topic, driven by various big Vs, instantly attracted the participation of many netizens and contributed a large amount of high-quality UGC. While starting a social trend, the brand also successfully generated brand exposure and social voice, gained public favor, and achieved large-scale dissemination of the event.

3. Jade Rabbit

Qia Qia melon seeds use two upright melon seeds to cleverly form the shape of a jade rabbit. Melon seeds themselves are the favorite snack for Chinese people to enjoy when they get together and chat about family matters. They match the scene very well and are both creative and full of life.

4. Mooncakes

1. NetEase Kaola’s “Refund for Mooncakes When It Rains” Marketing

NetEase Kaola teamed up with Best Weather to make a big move, launching a bet-style marketing campaign of "buy a designated mooncake and get a refund if it rains during the Mid-Autumn Festival", based on whether it rains at the location shown on "Best Weather" during the Mid-Autumn Festival. This successfully sparked heated discussions and made a lot of headlines.

2. Tmall "Mid-Autumn Festival"

Taking advantage of the popularity of "Story of Yanxi Palace", Tmall created a unique "Mid-Autumn Concubine Selection Contest", comparing mooncakes of various flavors to the three thousand beauties in the harem competing for beauty, and the "big pig's hoof" is the emperor. Many memes from the original drama were implanted in it, and the familiar "noble ladies" became round mooncakes. With the help of the two major IPs of "Story of Yanxi Palace" and Mid-Autumn Festival, it successfully attracted the attention of many netizens.

Marketing should not only be relevant to the brand itself, but also to the psychology of the target audience. After reading so many Mid-Autumn Festival cases, the author summarizes the steps of planning a marketing plan before Mid-Autumn Festival.

1. Determine your marketing objectives

Different marketing activities will have obvious focuses. For example, some brand activities aim to create social voice, achieve brand exposure, and expand brand influence; while some brand activities not only want to deepen consumers' understanding of the brand, but also for commercial interests. In order to achieve "sales", according to brand needs, marketing goals can be clarified and specific plans can be chosen.

For example, many of Durex’s leveraging activities are based on the former purpose, which is to create exposure and build momentum for the brand. The mooncake activities mentioned above are for the purpose of bringing goods and promoting mooncake sales.

2. Identify your target audience

It is very difficult to achieve universal coverage with marketing nowadays. In many cases, it is enough to attract a certain group. Therefore, we need to have a clearer user portrait and achieve accurate identification, which is the basis for marketing success.

Only by clearly understanding the positioning of target users can we decide on the form of activities that are suitable for them. For example, Jiang Xiaobai's main audience is the younger generation, so Jiang Xiaobai's marketing activities should stand among young people, think what they think, and resonate with them through highly matching activities.

3. Determine the form of the activity

Marketing activities can be divided into online and offline, or a combination of the two. There are also many channels, the mainstream ones include Weibo and official accounts. For offline activities, setting up a Mid-Autumn Festival scene is a good choice. Using Mid-Autumn Festival elements as the theme to create a festive atmosphere, whether it is a brand’s flagship store or building a Mid-Autumn Festival check-in spot in crowded places such as shopping malls and subways, it will naturally attract many people to stop and take pictures. Through secondary dissemination on WeChat Moments and Weibo, it can increase brand exposure. For example, this year Pizza Hut opened Forbidden City-themed stores in Nanluoguxiang and Dongzhimen.

4. Write thoughtful copy

The power of copywriting cannot be underestimated. If it is well written, it can have a significant impact. The copywriting for the Mid-Autumn Festival should still be based on the commonalities between the product and the festival, and supplemented by creative jokes that can have an impact or appeal to the audience. In this process, we must have empathy and screen copywriting from the perspective of consumers in order to truly impress consumers and trigger resonance and brand association.

5. Diversify promotion and guide participatory interaction

The activity needs to be promoted before and when it goes online, and interactive sessions should be set up. Only interaction can increase the audience's sense of participation, otherwise they will always take a look and then forget it the next second. By attracting consumers to participate through fun or benefits and letting them contribute UGC content, you can trigger their self-propagation and create fission-like exposure. The wider the participation, the better the event effect will always be.

It’s the time of the year again when families reunite and the whole nation celebrates the Mid-Autumn Festival. It is not difficult to follow hot topics, but it is difficult to follow them with level, skills and techniques, because the hot topics need to be combined with product placement information, and they need to appear creative and eye-catching, and they also need to conform to the aesthetics and tastes of fans, which is really not easy. In the Mid-Autumn Festival theme, catering to the theme of festival reunion and playing the emotional card may be a good way out.

In this process, if you want to capture the minds of users, convey brand information and recognition, and increase brand popularity and social voice, you must grasp the softest part of consumers' hearts and launch a combination of punches in the form of copywriting, posters, and combination marketing. Only a fierce offensive can catch people by surprise.

Related reading:

1. Mid-Autumn Festival H5 Creative Special: 5 directions + 10 cases!

2.5 Tips to Leverage Your Opportunities and Create a Hot Marketing Campaign for the Mid-Autumn Festival

3. How to take advantage of the Mid-Autumn Festival copywriting?

4. The most creative collection of Mid-Autumn Festival posters is here!

5. How to write copy for the Mid-Autumn Festival? Here are some ready-made…

6.6 tips to teach you how to master creative marketing during the Mid-Autumn Festival!

Author: 404 Tenant

Source: PR Home