Marketing planning and promotion: How to create Labor Day H5?

The May Day holiday is a hot topic, so brands certainly cannot miss the opportunity to leverage on the opportunity for marketing promotion. What methods can be used to promote your products more directly? The first thing that most marketers think of is definitely H5. Let’s take a look with Qingguajun at how to create H5 for Labor Day.

Different from traditional videos, pictures and texts, H5, as a rising star in the interactive content form, can accommodate broader content creation ideas.

Whether it is direct publicity with obvious purpose, story-telling guidance with vivid plot, or awakening thinking by playing the emotional card, H5 is undoubtedly a good form of content in an era of scarce attention.

Today, I will review the excellent H5 cases during the May Day holiday for you.

Most H5s on the market are used to promote products and shape corporate image. Even if the purpose is obvious, readers are willing to buy into it with storylines and interactive forms.

Case 1: Hainan Wenchang "The Concubine Arrives! Get ready to scream on May Day

A "daring" minister bluntly stated that the imperial concubine's skin condition was not good, which made the imperial concubine furious.

The imperial concubine kept saying "drag him out and chop him off", but the ministers continued to "risk their lives" to make fun of him and strongly recommended Wenchang, Hainan as a tourist destination.

The sense of time travel in the picture makes the text more readable; the humor in the dialogue fits the festive atmosphere; more importantly, comparing the customers to imperial concubines shows full sincerity.

"The Imperial Concubine Arrives!" Get ready to scream on May Day

Case 2: JD.com’s “Confession of Electrical Appliances”

This H5 simulates a home environment and creates many opportunities for interaction. Users can "search + click" on electrical appliances. By clicking on an appliance, they will receive a warm reminder that "I don't want to be apart from you for even a second."

After all the home appliances are found, JD’s main slogan will appear, guiding users to share the H5 or enter the JD APP to view details.

Hard ads are told with heartwarming words , making it more likely that readers will accept the ads.

JD.com "Confession Appliances"

Case 3: Zhixing Train Tickets "I secretly put... in my suitcase"

The H5 page adopts a hand-painted cartoon style, which is simple and elegant, and uses "dress-up" operations to awaken the childhood memories of a generation.

There are five built-in categories of options including clothing, cosmetics, etc., with a rich variety of items.

Users can "DIY" pack suitcases for themselves or others. At the end of H5, users are prompted to share or receive the Smart Travel May Day travel gift package, which fits the theme of "May Day Travel".

Zhixing Train Tickets "I secretly put... in my suitcase"

As McLuhan said, "medium is extension", media can become a vehicle for people to vent their emotions and shape virtual images.

"Creating an image" can cover up the defect of being bad at speaking, and at the same time it can serve as a social currency for people to compete with each other in their circle of friends. Why not do it?

Case 1: JD.com’s “May 1st Workers’ Expression Conference”

This is an image synthesis H5. The characters in different positions are matched with different "complaints". Users can upload their own photos for synthesis.

After the poster is generated, the page will provide the option of "receive labor supplies", which will automatically jump to the JD page after clicking.

There is no obvious promotional meaning, but thinking about what users think, speaking for users, doing good things and taking the blame for free, this approach may resonate with readers.

JD.com "May 1st Workers' Expression Conference"

Case 2: Ping An Technology "Everyone is a Model Worker"

This is a test H5, which generates the user's hard work index and label through 5 questions such as "How long have you not changed your hairstyle?" The final industry hard work index ranking is even more eye-catching.

In an age of anxiety, "comparing misery" may be more in line with people's social needs than "showing off".

Ping An Technology "Everyone is a Model Worker"

Case 3: Tongcheng Travel "Labor Day, I want to be lazy"

Through a few simple questions, the user's laziness level is tested, and finally the readers are guided to share in the laziness "competition" or receive benefits issued by Tongcheng Travel.

Tongcheng Travel "Labor Day, I want to be lazy"

In addition to commercial uses, H5 also has important applications in promoting core social values ​​and inspiring empathy.

Whether it is inspiring patriotic feelings or awakening common memories, the unique sense of interactivity of H5 makes propaganda discourse popular; the social attributes also open up channels for the widespread dissemination of content.

Case 1: People’s Daily “An Old Trade Gradually Fading Away”

This H5 has options for ten traditional trades, including "barber" and "cotton-flicking", and users can view the correct answers and detailed introductions. Finally, the user can enter their name to generate a unique certificate.

Nostalgic themes with a strong sense of participation awaken a collective memory , and people forward them, causing a feeling of regret and nostalgia to spread rapidly on the Internet.

People's Daily: "An old trade gradually disappearing"

Case 2: People’s Daily “What does it mean to live an outstanding life? 》

This is an activity launched by the People's Daily to give thumbs up to various industries in China. Users can get the stories behind the workers by clicking on the places prompted in the video.

The images of workers, such as poverty alleviation company personnel, flight attendants, and female workers in production workshops, all demonstrate the spirit of labor in the details.

Interactive videos have a stronger sense of participation. Starting from the micro level of individual workers, they trigger empathy among people from all walks of life in China. They see the big picture from the small, are more down-to-earth, and are more convincing .

People's Daily "What does it mean to live an outstanding life? 》

Case 3: China.com "Use your brain during the Brain Festival to get rid of the false and retain the true in life!" 》

This H5 of China.com uses the homonym of “labor” (brain movement) to design 60 true or false judgment questions, and finally generates a score. The blue and red colors of the material are full of the feeling of “labor”.

During the May Day holiday when the word "labor" was everywhere, China.com cleverly avoided the danger zone of "information overload" and dispelled rumors and clarified fallacies through interactive means.

China.com: "Use your brain during the Brain Festival to get rid of the false and retain the true in life!" 》

After all, H5 is just an external content carrier, and its novel and interesting interactive form naturally gives it more attention.

However, if the high-quality content itself is abandoned and a high-end and advanced appearance is used as an empty cover, no H5 will be retained in the reader's memory for a long time.

Only by being warm, sincere and innovative can a good H5 be built with real substance and make the work truly stand the test of time.

author: Da Da Er

Source: NetEase H5