Marketing promotion: This is how you can leverage marketing hotspots in March!

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.

Here, I dare not sit idle and continue to share with you the hot spots of marketing operations leveraging trends in March 2019.

March 3

Two sessions held

2019 is the 70th anniversary of the founding of New China and a key year for the comprehensive building of a moderately prosperous society. This year's National People's Congress and the Chinese People's Political Consultative Conference are particularly eye-catching.

Angle of play: various interesting proposals, government work reports, and reviews of the two sessions, mainly combined with one's own industry, to do some analysis and interpretation, put forward views and opinions. Now government affairs can also be fun and interesting, with no limit on form.

Case reference:

1. People's Daily H5: The Two Sessions invite you to join the group chat

This H5 of the People's Daily client imitates the format of WeChat group chat and invites users to participate in it. It is not very novel, but it works every time.

2. State Council Client: Keywords of your government work report

This H5 follows the routine of random test questions. A keyword of the Two Sessions will appear randomly. There are 12 in total. You can choose to enter with one click to view the detailed explanation. Those who are doing content can refer to it.

March 6

Waking of Insects

Jingzhe, formerly known as "Qizhe", is the third solar term in the 24 solar terms, marking the beginning of mid-spring. During the Jingzhe Festival, hibernating insects wake up, the weather turns warmer, spring thunder gradually sounds, and most parts of China enter the spring farming season.

Angle of play: You can explain the solar terms, or expand on elements such as spring, spring thunder, and the revival of all things, and link them to your own services or products.

Case reference:

(Beautiful girl)

March 8

Women's Day

March 8 is International Women's Day, also known as "International Women's Day", "March 8th" and "March 8th Women's Day" in China. March 7th is Girls’ Day, so let’s talk about it together.

In recent years, with the hype of merchants and brands, Women's Day has transformed into "Queen's Day", "Butterfly Day"... What has changed is the name, but what remains unchanged is the merchants' little intention of urging you to shop.

Angle of play:

1. Pleasing women, caring for women, and pampering women has become politically correct. Just praise women in various ways.

2. Establish new-era female values ​​and combine them with products or brands to highlight the brand’s own personality and proposition.

3. Speak up for women against the stereotypes or social standards that society generally holds about certain women, such as leftover women, marriage, age, education, etc.

4. Satisfy the hearts of young girls and market male beauty.

Case reference:

1. Get App: The souls of masters are all androgynous

The 6 posters in the app cover the different problems faced by women at different ages: workplace, love, family, life, and children. It encourages more women to study quietly and enrich their souls, and the copywriting is also very brilliant.

It may not be a big deal if you wear it to the wrong occasion, but it is a skill to wear it right.

——Xue Wen, 23, presided over a department meeting for the first time

No matter how nice the encouragement sounds, it is not as pleasant as communicating with your children.

——Aileen, 39, who learns piano with her son

2. OLAY redefines age and uses digital stories to redeem women

The number that belongs to women is not age, but a story - this is the core insight of this OLAY advertisement.

So when asked how old she is, Lin Chi-ling says 30, because she has been a model, an actress, a volunteer... she has 30 different life experiences. Gao Yuanyuan said 24 because she launched 24 styles of shoes in one year. When a woman’s age is no longer just a physiological number but becomes an experience, it is really worthy of praise.

3. Tmall #Live out your femininity#

This Tmall advertisement shows the world that more and more women are different from before. They pursue individuality and are more bold. The various characteristics such as independence and self-confidence shown in the advertisement are exactly Tmall’s interpretation of its attitude towards #Live out your feminine power#.

4. Chando: An interview that no man can pass

In response to the many injustices faced by women in the workplace, Chando hopes to gain more attention and respect for them through this "putting yourself in their shoes" interview. (See "An Interview No Man Can Pass")

5. Haagen-Dazs: Sharing sweet moments with mom

After you input your and your mother's birthdays respectively, this H5 will automatically match several pictures from the time dimension, telling the daily life of maternal love. The copywriting is simple and warm, and finally leads to the content of the activities of the Haagen-Dazs store. Although it is aimed at Mother's Day, it can also be used as a reference for Women's Day.

6. Jingdong: Mom, hit me again

On Mother's Day in 2015, when many major brands chose to use warm and thoughtful marketing styles, JD.com did not follow the crowd. Once again, the game won the hearts of users with its innovative gameplay. The four "Mom hit me again" scenarios combined with four ways of beating are absolutely creative.

The last sentence, “Mom is old and can’t beat you anymore…”, is also tear-jerking.

7. Related posters

(Durex)

March 8

February 2nd Dragon Raises its Head

The Dragon Raising its Head (the second day of the second lunar month) is also known as the Spring Ploughing Festival, Agricultural Festival, and Spring Dragon Festival. Since ancient times, people have celebrated the day of "Dragon Raising its Head" in mid-spring to show their respect for the dragon's blessings, good weather, and good harvests. At the same time, this day is also the day when we are closest to the dragon. For example, eating dumplings is called "dragon ears", eating wontons is called "dragon teeth", and even shaving children's heads is called "shaving the dragon's head".

Angle of play:

1. Take stock of the customs, celebrations, and taboos on the day of Dragon Raising its Head;

2. There is a custom of cutting hair on this day, and the barbershop will definitely be full. You can talk about things with Tony, and talk about interesting topics such as hairstyle and hair loss;

3. You can also make some posters or pictures by combining the elements of the Dragon Raising its Head, dragon, etc.

Case reference:

(Are you hungry?)

(precisely)

(Elephant, can you understand this?)

March 12

Arbor Day

China's Arbor Day was initiated by foresters such as Ling Daoyang, Han An and Pei Yili in 1915, and the date was originally set as Qingming Festival every year. In 1928, the National Government changed the Arbor Day to March 12 to commemorate the third anniversary of Sun Yat-sen's death.

Angle of play:

1. If conditions permit, you can organize tree planting together, or encourage ordinary consumers to buy things of corresponding value. The company will adopt a tree and call for joint contributions to environmental protection, thereby reflecting the brand's sense of social responsibility.

2. Elements related to tree planting, saplings, seeds, and environmental protection can all be linked to the brand to make related posters, H5, games, etc. The core of green marketing in the communication process is "to convey green concepts in the marketing process and then connect with consumers."

Case reference:

1. Ele.me: Edible chopsticks

Ele.me's E-DIBLE CHOPSTICKS are made of flour, butter, rock sugar, milk and water. There are three flavors: wheat, matcha and purple sweet potato.

According to the display, the chopsticks can be stored for ten months and can be degraded within a week if they are discarded. It can solve the problem of takeaway waste and is environmentally friendly, which is very good.

2. Tencent: Saving the Barren Land

On World Forest Day in 2017, Tencent specially planned and launched this H5 game, which is interesting and meaningful, and can be used as a reference for Arbor Day. Click on the H5, and the user can enter the psychedelic forest by sliding up the screen according to the prompts.

Then, with the help of gravity sensing, sliding the screen, shaking the screen and other actions can trigger the game's exquisite H5 screen, so as to collect precious materials, plant the tree of hope, irrigate the fountain of life, and save the barren land of our home planet.

3. HM old clothes recycling

Up to 95% of the textiles and clothing discarded by the public can be reused. During HM's old clothes recycling campaign, you can participate in this activity at any H&M store and bring your unused textiles to your local HM store to enjoy extra discounts on your next shopping.

4. Related posters

(Durex)

March 15

315 Party

The 3.15 Gala is a large-scale charity gala jointly hosted and broadcast live on the evening of March 15 every year by China Central Television and national government departments to protect the rights and interests of consumers.

The 3.15 Gala sets a theme every year, and the program includes special investigations, consumer warnings, authoritative releases, 3.15 Contribution Award selection and other links. The investigative programs broadcast at the gala generally keep up with current consumer hotspots, track the unknown "unwritten rules" in consumer life, and expose the many "dark sides" that infringe on consumer rights.

Angle of play:

1. Inventory, a summary of the 315 Gala, and an inventory of industry insider information about blacklisted companies;

2. Practical knowledge: consumer knowledge that is easy to fall into traps in daily life;

3. Those who prove their innocence, who are upright and fear no slander. Of course, there are also some who like to make fun of others;

4. Opinion and commentary, especially the annual public relations competition, are exciting.

Case reference:

1. State Council: I cannot let unreasonable prices dampen my passion for life.

2. Tencent Mobile Manager: Detecting real and fake friends

Tencent Mobile Manager's pilot H5 app tests the understanding between friends by asking them to answer interesting test questions. It has flooded users' friend circles with interesting and sticky social methods.

3. Sohu Finance: Have you ever encountered a scammy listed company?

At that time, the 315 Sohu Finance H5 was a typical content-based H5. It took stock of the deceptive companies on the annual list that year through pictures, videos and comics, and pointed out the three reasons why "fraud cases" of listed companies were staged one after another. The main purpose was to make people better understand the 315 anti-counterfeiting campaign.

March 21

spring equinox

The Spring Equinox is the midpoint of the ninety days of spring. One of the 24 solar terms, on the day of the Spring Equinox, the sun shines almost directly on the Earth's equator, and the length of day and night is almost equal everywhere in the world. In folk activities, it is generally regarded as the official start of outing.

Angle of play: posters, pictures and texts that extend the elements of the vernal equinox, spring, or customs surrounding the vernal equinox: standing eggs upright, flying kites, and outings.

Case reference:

(Second shot)

March 30

Earth Hour

Earth Hour is a global energy-saving activity proposed by the World Wildlife Fund (WWF) to respond to global climate change. It advocates that everyone turn off unnecessary lights and power-consuming products for one hour at 20:30 local time on the last Saturday of March each year to show their support for actions to combat climate change.

Angle of play: You can make some pictures, texts and posters around elements such as turning off lights and environmental protection. It would also be a good idea to hold a lights-off event if conditions permit.

Case reference:

Finally, in March we have:

March 01: Zero Discrimination Day for AIDS

March 03: World Wildlife Day

March 05: Learn from Lei Feng Day

March 20: International Day of Happiness

March 21: World Forest Day

March 21: World Sleep Day

March 23: Tokyo International Anime Expo

March 25: Safety Education Day for Primary and Secondary School Students

I hope the above is inspiring to everyone, and you are welcome to add to it!

Source: mumuseo