How to master festival brand marketing?

Taking Master Kong’s Father’s Day marketing campaign as an example, let us learn about the marketing ideas of large manufacturers by breaking down their event methods.

For major businesses, hot events are a must-do content at every marketing node. I don’t know when it started, but Valentine’s Day, May Day, National Day, Dragon Boat Festival and other festivals have become marketing festivals, and major businesses are working hard to promote during these festivals.

Moreover, with the development of products and society, many niche festivals have begun to attract the attention of businesses, including 520, Mother's Day, Father's Day and other festivals, which have also begun to become marketing gimmicks for various products.

Well, today let’s review with you the creative ideas of leveraging the brand momentum for Father’s Day. This case is based on Master Kong’s Father’s Day marketing campaign. Let us learn about the marketing ideas of large companies by disassembling their event methods.

1. Activity Overview

Master Kong launched a WeChat H5 event on Father's Day, expressing through a series of warm and emotional words the need for children to return home often to accompany their parents while away from home. Users can then participate in H5 lucky draws and WeChat message activities.

Through the H5 lucky draw, you can win prizes such as thermos cups, air humidifiers, best dad certificates, cash red envelopes, etc., and you can also get a 52 yuan cash red envelope by participating in the WeChat message activity.

2. Activity path gameplay analysis

So let's first break down the participation path of this activity:

As shown in the figure, the participation path of this activity is not complicated. The specific path is as follows:

(1) First, find the first wave of seed users through the official account and attract them to participate

(2) The first wave of seed users can share the link to their friends or social networks. During the participation phase, users can choose to leave a message or participate in the lucky draw.

(3) When the user chooses to participate in the message, he/she will be returned to the official account. At this time, he/she can choose to leave a message on the official account to participate in the red envelope activity

(4) When a user chooses to participate in the lottery, the prize will be drawn through a random draw.

This series of paths are all for the first wave of seed users. The key to the success of an activity lies in its spreadability and attracting new users to participate. Therefore , the paths for new users of this activity are as follows:

(1) New users see the event information through Moments or social networks and enter the H5 page

(2) New users can choose to share in Moments or social networks, and then they can leave comments or participate in the lucky draw like old users.

(3) When a new user chooses to participate in the comment process, he or she will be directed to the WeChat page. However, to leave a comment, the user must follow the official account. Therefore, this method can help increase the number of followers of the official account.

(4) When a new user chooses to participate in the lucky draw, he/she will be randomly selected to win a prize.

In the entire process, the two most important things are: attracting new customers and conversion.

Attract new fans: Attract new fans by leaving comments and winning 52 yuan cash red envelopes

Conversion: As an activity initiated by Master Kong, no Master Kong discounts or product promotions were seen throughout the entire activity. There were only a few banners in WeChat tweets and the logo was exposed in the H5 activity. However, as an emotional marketing method, this brand exposure method actually made users have a deeper impression of Master Kong.

3. Four major activity details that cannot be ignored

For any successful event, the key to success lies in the details, and this case is no exception. In the entire event, these four major event details added a lot of points to the event.

1. Emotional resonance that strikes the heart

As a Father's Day themed event. Then creating a certain emotional resonance is the basis for success. If your content cannot even impress users, why would users participate in the event?

These emotional sentences fully express the father’s deep love, making everyone who has seen the H5 choose to keep reading.

Moreover, in the presentation of H5, the common page-turning effect in the past was abandoned, and a long screen was adopted for better display. Users only need to swipe up on their phones to browse, and the entire picture and plot are designed to be very coherent, giving people a sense of empathy.

2. A three-pronged approach to attracting new customers

When it comes to attracting new users, many people invite them to follow them by inducing benefits, such as following WeChat to participate in lucky draws, sharing and inviting friends to help, etc.

These methods usually require users to pay attention before they can participate in the activities. Although these new user acquisition methods can attract a large number of users in a short period of time, if there is no appropriate retention method, these users will quickly disappear or become silent.

Therefore, the method chosen in this case is to send out the bait step by step, and finally achieve the effect of attracting new customers. The specific strategy steps are as follows:

(1) First, a lucky draw is used as a bait for participation. The event itself does not have any settings. The prizes include thermos cups, air humidifiers, best dad certificates, cash red envelopes, etc.

(2) After the user completes the lucky draw, there will be a button to leave a message at the bottom of the lucky draw page. In order to prevent users from missing out, we also strengthened the induction through multiple links such as reminders of activity rules.

(3) When the user clicks the Leave a Message button, they will be directed to the public account tweet page

(4) The title of the public account’s tweets uses textual hints about rewards and benefits, which induces users to believe that the tweets have additional benefits, thus stimulating users to further read the tweets.

(5) The tweets will gradually show the brand exposure of Master Kong, using Master Kong bottles with different packaging to show the greatness of fatherly love, and finally revealing the new product launch event of Master Kong Jasmine Tea.

(6) Finally, you will enter the reward topic interaction. Participating in the comment can randomly receive a 52 yuan cash red envelope. If users want to comment, they must first follow the official account

Through such a series of strategic steps, Master Kong's campaign not only did not make users feel any sense of rejection, but also achieved three results at once:

• Conversion: Successfully achieved brand exposure for Master Kong’s new beverage
• Attract new users: Successfully achieve the demand for increasing followers of the official account
• Retention: Successfully achieve brand recognition and retention for new users

3. Unique brand exposure

The essence of this event is actually because Master Kong's new Jasmine Tea was launched, and this event was held to promote this drink. However, the traditional marketing method is generally like this:

Product background——Product details——Product function——Product effect

If this old routine is followed, it will only become a marketing campaign that no one will care about. For this purpose, Master Kong chose a lottery as the theme, and combined it with Father's Day, it proposed the theme of giving fathers more choices.

Users can then participate in the message activity to access the official account tweets, in which four Master Kong banner headline ads are used to tell everyone that a father’s love is silent, implicit, and deep. Finally, the idea of ​​going home to talk to fathers on Father’s Day is proposed.

Then came the main poster promotion of Master Kong, including the main slogan of the event: Fragrant jasmine, more variety. This ties in with the marketing theme of Father's Day.

4. The most poetic musical confession

The final highlight of this event is Master Kong’s music confession event.

Master Kong has teamed up with two heavyweight music platforms, QQ Music and NetEase Cloud Music, to call on users to express their love to their loved ones through music. Users can choose songs from the music libraries of QQ Music or NetEase Cloud Music to express their love.

The platform will recommend customized songs based on the user's listening preferences. The user can then upload the text they want to express their love and send the music to the other party. Through this cross-border combination of music, let the music carry the blessings of Master Kang.

The reason for initiating such a cross-border music cooperation is that the mainstream users of current music platforms are young people aged 20-35, and the user positioning of Jasmine Fragrance Tea is also in this age group. Through this marketing cooperation, the brand impression of Master Kong's new products among young people can be fully expanded, and the foundation for the future promotion of the products can be laid.

4. Four steps of brand marketing

1. Build awareness

For any brand marketing, the first and most important step is to establish good brand awareness. There are often many brands that spend a lot of money on events, and then after the events are over, users are happy. However, it turns out that they have no idea about the brand, or even don’t know what your brand does. This is a failed brand marketing strategy.

For example, many brands have this doubt: Our products are of much better quality than XX's, but I don't know why they don't sell as well as others? After so many promotions, sales will drop once the discounts are gone.

Why does this problem occur? Because the vast majority of customers lack relevant professional knowledge and judgment ability, so they can only judge the product based on some half-baked and hearsay opinions.

This leads to two major misunderstandings among users and brands. For brands, I think my product is good; for users, I don’t think you are good.

When our customers feel that the brand information (product information) is not equal or consistent with the information we want to give to customers, the problem of cognitive impairment arises. No matter how good your product is, users just think you are not good and won’t even give you a chance to prove yourself.

Therefore, the most important thing is to establish users' self-awareness of the brand. Whether it is the magical slogans we complain about or various cross-border brand collaborations, it is nothing more than emphasizing to users who I am and what I can do, that's all.

2. Generate interaction

In today's social age, only interactive and participatory marketing can deepen the impact of products and brands on users and stimulate consumer desire.

For example, last year on Valentine's Day, Audi held a cross-border event with Tencent News. Audi is going to promote its own Q5L model, which is mainly designed to meet the needs of multi-scenario car use, taking into account both home and business use, and also balancing individuality and practicality.

For Tencent News, the topic of calculating the length of life by distance to work and length of service was used to arouse users' pursuit of their own ideals and freedom in life, and further demonstrate Audi's concept of freedom of progress. By tapping into users' interests in social interaction and content, the distance between the brand and users was shortened, allowing further interaction between the two.

3. Promote experience

In the current marketing experience, many manufacturers are still stuck in the traditional advertising and marketing level of the past, thinking that releasing a large amount of product details or product performance in the event can attract users' attention and ultimately make users aware of it.

However, many users do not buy into this simple and crude way of experience. Users prefer to gradually understand the details and essence of the product in a relaxed and lively atmosphere.

The explanation here is based on a marketing case done by Bear Electric Appliances. Last year, Bear Electric Appliances launched the brand story "The Adventures of Bamboo Horses". It uses the story of Long Aotian, a poet from the Central Plains who was full of patriotism but accidentally traveled from ancient times to modern times. During his time with a family of three in the modern world, he cast aside the constraints of rules and released his innocent nature. The story aims to awaken the beauty in everyone's hearts and their inner self.

In the life of the same family of three, four cute creatures were created: "Why Come Down to Earth Tea", "Stunned Bag", "Tsundere Shy Milk" and "Wait for You Not Thin Pancake". In a hilarious story, the cooking skills and product details of Bear Appliances are also presented to users, and users have no resistance to this. Through this operation method, the brand image of Bear Appliances has been further strengthened.

4. Recognition relationship

In the context of market consumption upgrading, although brands can promote consumption for a certain period of time by simply relying on "price wars", it is difficult for them to cultivate their own loyal users. If a brand wants to achieve long-term development and leave a mark in the minds of users, it needs to learn to "impress" users and ultimately gain recognition from users.

Not long ago, Quanyou Home Furnishing launched a heartwarming brand promotional video on the occasion of its 30th anniversary. The film is centered on characters and tells us stories about growth, love, companionship and tolerance.

The "situation change" method prompts users to think about what kind of people our parents were in the past and whether they were as naughty and playful as we were when we were children. And eventually it was concluded that our parents were just like us when they were young. But when they grow up, they become strong for their children, all because of love.

Finally, the theme of the entire video is revealed: Being together is not only the love of parents for their children, but also the protection and companionship of Quanyou for more than 30 years.

By mapping the relationship between the brand and users through short videos, the brand’s philosophy is also conveyed to users: “They work hard to love you, and you use love as the best reward.” We must not let our users down for their trust and support and must repay them with better quality and service.

V. Conclusion

In the new media era, Weibo and WeChat are the main battlefields for brands with the largest traffic. First, they warm up the campaign by targeting emotional people and trendy young people to arouse suspense, and then launch H5 interactions in stages. Through the guidance of KOLs, they gain a large number of reposts and comments among the fan base, triggering audience participation and interaction.

Ultimately, the event was ignited through social network fission-style dissemination, which not only increased the volume of the brand event, but also warmed up the new product and accumulated a user base.

Author: Xu Xun

Source: Renrenxiu