Marketing campaign analysis in 2022

How is the marketing campaign at the beginning of this year? What major changes have taken place? In the past January and February, which marketing campaigns successfully broke the circle?

01 The market at the beginning of the year: a surge of 22% in January

1. The number of battles in January increased by 22% year-on-year

In terms of the total number of monthly marketing campaigns, there were more than 13,000 marketing campaigns in January 2022, and more than 9,000 in February. The number of campaigns in January and February increased compared with last year.

Among them, the number of campaigns in January 2022 increased by 22 percentage points year-on-year compared with 2021. The brand was more active in this year's Spring Festival campaign and invested more. The 2022 opening campaign has started off with a bang. It can be foreseen that competition in key campaigns such as 618 this year will be fierce, and brands need to plan early.

2. The fitness training industry is booming, while the beauty and maternity and baby industries are sluggish

At the beginning of 2022, various brands seized the marketing opportunity of the Year of the Tiger and made efforts. Among them, the Internet was the most active, with a year-on-year increase of 52.2 percentage points, and its leading position in the industry was consolidated. Clothing and accessories drove a new CNY marketing pattern, increasing by 13 percentage points year-on-year and jumping to the second place.

In addition, the Beijing Winter Olympics is being held at the same time, and the attention to ice and snow sports has been greatly enhanced. Industries such as fitness, culture and tourism, and automobiles have seized the opportunity to invest in marketing and directly or indirectly share in the popularity of the Winter Olympics. The reduction in campaigns for beauty, cosmetics, and maternal and child products shows the weakness of female consumption this year and a certain degree of industry involution.

It is worth mentioning that the number of battles in the fitness training industry has increased by more than 500% year-on-year, comparable to the scale of battles in the alcohol and nutrition and health categories.

Shiqu Interactive Engine - Marketing campaign industry distribution this year VS last year January-February - TOP20

3. Celebrity marketing is declining, while sports and joint-brand marketing are increasing

In terms of marketing campaign types, celebrity marketing is still one of the main marketing methods of major brands, but it declined year-on-year at the beginning of 2022.

With the holding of the Beijing Winter Olympics, brands' enthusiasm for leveraging the marketing momentum of the Beijing Winter Olympics has reached an unprecedented high. Sports marketing has increased nearly five times year-on-year. In addition, brand joint and IP co-branded marketing have both increased year-on-year, reminding brands to try sports star marketing and actively unite brands and related IPs to break the circle.

02 TOP30 campaign list from January to February: Clothing and accessories, food and beverages are the most popular

The Internet industry battle index is generally high, and the clothing and apparel and food and beverage battles also performed well. Among them, luxury brands scored higher in the clothing and apparel campaigns, food and beverage campaigns took advantage of the Winter Olympics, automobile campaigns mostly promoted fortunes during the New Year, and home appliance campaigns mostly used products as scenes.

Shiqu Interactive Engine-Top 30 Battle List of Popular Industries in January and February

03 Brand compaign: Operation reference for March and April

Review of Women's Day Marketing in March Last Year

Judging from the high-frequency marketing words, few people call March 8 "Women's Day". "Goddess" and "Queen" are gradually being used to describe women. Compared with brand activities that only briefly reward and promote female consumption, many brands use diversified media or self-created programs to help women speak out on this day and cleverly integrate their own brand values.

Review of Spring Marketing in April last year

Spring is a beautiful, vibrant season. As cherry blossoms are in full bloom, many brands have started cherry blossom marketing and launched limited edition items to attract consumers to try them. Some brands have injected new vitality into their brands through collaboration and cross-border cooperation, which not only broadened their audience but also allowed the general audience to feel the brand's ability to renew itself.

Marketing calendar and keywords for March-April 2022

Summarize

Judging from the momentum of this year's Spring Festival marketing, there has been a significant increase in brand campaigns. Amid fierce competition and internal competition, brands need to plan the next key festival marketing in advance and prepare for 618.

Author: Brand Space Station

Source: Brand Space Station