Marketing promotion plan: New media marketing hot calendar in May!

Whether it is new media, marketing, event planning, copywriting creativity, etc., the use of hot spots is indispensable. Users also prefer to read and discuss hot topics and hit it off immediately.

There is no need to argue about the importance of hot spots, and there is absolutely no need to resist hot spots. It is just one of many communication and marketing methods, and whether it is good or bad depends on people.

Finally it’s May. Just think about having 4 days off. Isn’t it very happy?

Important holidays in May: May 1st Labor Day, Mother's Day, and 520 Valentine's Day.

As usual, the editor will continue to share with you the hot spots of marketing operations leveraging trends in May 2019.

May 1

Labor Day

On May 1, 1886, more than 200,000 workers in Chicago went on strike for an eight-hour work system. To commemorate this great workers' movement, this day was designated as International Labor Day.

This year's May Day holiday is four days long. Whether you stay at home and browse your Moments or live in other people's Moments, you need to plan well in advance. There will definitely be a lot of regular discount promotions during the short holidays.

Angle of play:

1. 996 work system. More than 100 years ago, countries around the world waged arduous struggles such as strikes, marches, and demonstrations to fight for eight hours a day, but now 996 is considered a blessing. There have been a lot of discussions about 996 recently, so we can take advantage of Labor Day to do some divergent analysis and bold complaints.

2. Pay tribute to and praise workers in the industry, select model workers, complain about overtime, and defend labor law rights;

3. Combine keywords such as travel, promotion, and short holidays with brand keywords, and brainstorm as a starting point for creative holiday communication.

All hot forms can be produced, including pictures, texts, H5, small games, posters, live broadcasts, Weibo, Moments, and videos. Nostalgic poster designs are common in posters from previous years.

Case reference:

1. Wufangzhai pays tribute to handmade works

On May 1, 2018, Wufangzhai’s official Weibo account sent out 100 Weibo posts at an interval of 15 minutes to pay tribute to the employees who make zongzi. This not only showed the difference in brand scale, but also demonstrated the humanity of every zongzi-wrapping employee with the intention of “giving Labor Day back to the workers”, thereby enhancing consumers’ favorability towards the brand.

2. People's Daily: Gradually Fading Away from the Old Trade H5

This H5 made by Jingmeng for the People's Daily pays tribute to those old trades that are gradually fading away - popcorn making, scissors and knife sharpening, watchmaking, etc. Users can guess the trades while watching the scenes, which evokes people's childhood memories. Finally, an exclusive model worker certificate is generated to guide users to forward and show off.

3. Lagou.com "Lagou Daily Internet Company Overtime Ranking" H5

The overtime ranking list of Internet companies published by Lagou Daily selects these companies for overtime work on Labor Day and provides condolences and encouragement to the working people of the listed companies.

Some poster references:

May 4

May 4th Youth Day

The May Fourth Youth Day originated from China’s anti-imperialist and patriotic "May Fourth Movement" in 1919. The May Fourth Patriotic Movement was a thorough patriotic movement against imperialism and feudalism, and it was also the beginning of China's new democratic revolution.

Angle of play: You can diverge from the angles of recalling youth, paying tribute to youth, the characteristics and standards of contemporary young people, and complaining; you can also use this as an opportunity to hold some online and offline youthful activities, such as the Rainbow Run, basketball games, etc.

You can use regular posters, Weibo, Moments, H5, pictures, texts, videos, and even topics. Most of them are still based on posters.

Case reference:

1. Alipay 2017 - #May4YouthNoCash# Series of Activities

Alipay has joined hands with six top KOLs, internet celebrities and artists, @Rainbow Chamber Choir, @Kanjani8 President Ma Rui, national younger brother singer @Xu Hao, writer @Zhang Haochen, @NASA Chinese, and @Office Ono, to jointly advocate the aesthetics of cashless living.

2. China Merchants Bank #NewYouthIntelligentLife#

China Merchants Bank Credit Card has teamed up with leading brands in different fields such as Moji Weather, Ecovacs, Ele.me Fotile, Hainan Airlines, iFlytek, Honor, Dell, Foreo, etc. to cheer for #NewYouthSmartLife#!

3. Photo editing every day: On May 4th, please check your photos of your youth in your previous life!

H5 operation is very simple. Just click "Travel Now" and then upload a clear front-facing photo to generate a photo of your youth in your previous life with one click.

Poster reference:

May 6

beginning of summer

Lixia is the seventh solar term in the twenty-four solar terms of the lunar calendar and the first solar term of summer. It marks the farewell to spring and the beginning of summer. The hot summer is approaching, thunderstorms are increasing, and crops are entering an important solar term when they enter their peak growth season.

Angle play: In previous years, the summer beginning posters can generally be divided into the following categories: growth of all things, sun protection and skin care, healthy diet, weight loss, hello summer, and memories of childhood summer.

Think of summer elements: watermelon, popsicles, round fans... You can list some more keywords about summer and combine them with your brand creatively, which may bring you surprises.

May 12

Mother's Day

The second Sunday in May is Mother's Day. This festival first appeared in ancient Greece, while modern Mother's Day originated in the United States.

Angle of play: This is a hot spot that major brands want to flock to take advantage of. Not only can they seize the opportunity for promotion, but it is also a great opportunity to establish an excellent brand image in the minds of consumers.

In order to celebrate this festival in an unconventional way, you need to use your imagination. To express gratitude on Mother's Day, you can describe the hard work of your mother and express your love for her by linking the product to her; or you can say something sarcastic to express that your mother is a liar.

Case reference:

1. Chando mother gives you unique beauty

On Mother's Day 2018, the Chando brand launched a Mother's Day themed short film "You Are Unique and Beautiful". We may be dissatisfied with our appearance, but every face hides a beautiful story. That was done by my mother with love.

The advertisement allows us to re-examine our own appearance. Maybe your appearance is not the most perfect combination, but it is your mother who gave you the unique beauty, reinforcing the brand proposition of "You are beautiful".

2. NetEase Smart Manufacturing: The 10:30 subway, a gift for mother

This was a subway flash mob event organized by NetEase Intelligence during this year's Mother's Day, recruiting 30 mothers to provide lumbar support for tired young people at 10:30 p.m. on the subways in Beijing, Guangzhou and Hangzhou.

Through the mothers' voices and perspectives, we pay attention to young people. As one mother said, our entire society cares a lot about the elderly and children, but we really don't care much about young people. Let every young person find an outlet to express their emotions in the activities and feel the warmth of maternal love.

3. P&G: Love is extraordinary in everyday life

This advertisement by P&G targets the phenomenon of "filial sons in the circle of friends", but it does not make a serious protest. Instead, it uses a more subtle and touching way to kindly advocate and encourage everyone to extend their love for their mothers to every day.

4. MUJI: 365 joyful days

The night light by the bed, the protection when you have a cold, the hot milk in the morning... the greatness of maternal love comes from this long-lasting love that lasts for 365 days.

Scan the QR code to view the case

5. JetBlue: One cry from your child on the plane = 25% discount

When a child cries on a flight, not only will the passengers feel annoyed, but the mother will also feel embarrassed and at a loss.

On Mother's Day 2016, JetBlue announced that for every time a child cried on a four-hour flight from New York to California, passengers on that flight would receive a 25% discount on their next flight.

This means that as long as children cry four times or more, they can fly for free next time.

When the fourth cry was heard, the passengers who had received free tickets couldn't help but burst into warm applause. JetBlue hopes that more people will understand the difficulties faced by every mother traveling with her baby.

After the creative video of Sky Baby was posted on Twitter, it received 130,000 hits in just one day after being uploaded, and received a huge response.

Some Mother's Day poster references:

May 17

Food Festival

517 is pronounced as “I want to eat”, so the Foodie Festival came into being.

Angle of play: The food brought to consumers today is not just the hot-selling items in the traditional sense, but a healthy, fresh, fun and unique way of experience. Just remember to please your foodie users.

Poster reference:

May 18

International Museum Festival

International Museum Day is scheduled for May 18th every year. On this day, museums around the world will hold various publicity and commemorative activities to celebrate their own festival, let more people know about museums, and better play the social functions of museums.

Angle of play: If you are interested, you can take a look at the theme of this year's International Museum Day. There is a corresponding theme for this day every year.

For general industries, just do it if you want to, and forget it if you don’t have time. In fact, you can also turn your products into a museum like Durex’s museum H5 to show the brand history.

Case reference: 1. Durex - AiR Love Thin Goods Museum

2. Douyin: The First Cultural Relics Drama Conference

Last year, seven major museums launched the first Cultural Relics Drama Conference on Douyin and also made an H5. The treasures of each museum let go of themselves and turned into drama queens in the video.

May 20

520 Internet Valentine's Day

Because "520" is homophonic to "I love you", May 20th of each year has become a festival spontaneously initiated by hundreds of millions of netizens - Internet Valentine's Day.

It is not only a sweet moment between lovers, but also a battlefield for major brands to attract the attention of consumers.

Angle of play:

1. Use the Internet’s Valentine’s Day theme for promotions. Discounts, promotions, free trials are the norm, as well as various 520 combination prices and combination packages.

2. Various wall activities such as confession walls and love letter walls, brands help lovers confess in various ways

3. Use joint brands to speak out, make jokes, form economies of scale, and build brand personality and fun.

Basically, all hot forms such as pictures, texts, H5, small games, posters, live broadcasts, Weibo, Moments, and videos can be produced.

Case reference:

1. Durex Love Confession Research Institute

Durex has set up a "Love Confession Institute" to give those who don't know how to express their love a chance to practice.

2. Wufangzhai: My Two Meals

On May 20, 2018, Wufangzhai wrote an album for the 12 zodiac signs. "Wu Er Shi" is the homonym of 520 and also means "let's eat together".

3. Tao Piaopiao "Little Heart Secrets" H5

From May 13th to 20th, log in to the Tao Piaopiao App to customize a splash screen confession for your loved one, and have the opportunity to watch pre-movie ads at theaters.

Some poster references:

May 21

Xiaoman

Grain Full is one of the 24 solar terms and the second solar term in summer. Grain Man is the prelude to harvest, which means that the grains of summer crops begin to fill with juice but are not yet mature. It is only Grain Man, not Grain Man.

A hot topic poster can be posted on WeChat and Weibo, and it is usually used to compete for creativity.

Poster reference:

May 31

World No Tobacco Day

In November 1987, the World Health Organization recommended that April 7 of each year be designated as World No Tobacco Day, and it was implemented from 1988. However, starting in 1989, World No Tobacco Day was changed to May 31 of each year because the next day was International Children's Day, and it was hoped that the next generation would be protected from the harm of tobacco.

Angle of play: You can organize various online and offline activities such as environmental knowledge quizzes, smoking hazard experiments and tobacco control propaganda; interesting posters, pictures, videos, and H5 for quitting smoking are all acceptable.

Case reference:

1. Fangtai: "Give me a lollipop in exchange for one less cigarette you smoke"

A little girl walked onto the street and exchanged a lollipop for a cigarette in an adult's hand. Many people were melted by the little girl's smile. Even a rough man took the lollipop with a smile and put out the lit cigarette in his hand.

Choosing innocent children as the main line throughout the entire commercial is more likely to arouse people's resonance and have a deeper educational significance.

2. Thailand’s creative advertisement: “Don’t let cigarettes bully you forever”

This video tells a story in the form of unique language and confusing plot development from the very beginning, attracting the audience with its ups and downs in emotions, capturing people's hearts and creating a sense of immersion.

Coupled with the unfathomable plot that is full of interesting moments, the audience will still be drawn into the plot even if they know the ending of the reversal advertisement.

Poster reference:

Finally, there are several nodes that you can choose from:

May 8th is Red Cross Day

May 12 Wenchuan Earthquake

May 18th is International Museum Day

May 19th is China Tourism Day

May 28th is National Hair Care Day

The above, welcome to add to it!

I hope this is helpful to you all and that new media marketing operations will take a step further. See you in June.

Author: Old Thief

Source: mumuseo