How to successfully conduct marketing promotion during the Spring Festival? This wave of explosive marketing cases is worth collecting!

With the Spring Festival approaching, brand owners will certainly not miss this excellent marketing opportunity, and various advertisements have been launched online.

P&G keenly grasped the pain points of white-collar workers during the Spring Festival, and focused the public's attention with a social marketing campaign with the theme #Beautiful to the tips of your hair, exquisite New Year#. While cheering and encouraging consumers, it also provided practical solutions. As soon as the event was launched, it immediately aroused active participation and heated discussions among netizens. It is no coincidence that P&G stands out during the Spring Festival when there are many marketing activities. Let’s analyze what is so special about this campaign that combines brand and effect?

Accurately target the target group and use social topics to attract attention to the event

In this era of information explosion, consumers receive massive amounts of information every day, and brands also hope to occupy the minds of consumers. But the fact is that most consumers have their inherent perception of brands, which is difficult to change through a few marketing campaigns. However, as long as we can explore and utilize these points, we can achieve twice the result with half the effort.

From the category research, we found that essential oils have penetrated into every aspect of life. It can not only regulate emotions and beautify the skin, but also has a good nutritional and repairing effect on hair and scalp. This is the traditional perception of consumers. P&G is also quite mature in shaping the efficacy of its products. Rejoice focuses on smoothness, Pantene focuses on care... these are also what consumers already think of. It is based on such insights that P&G chose the special time and scenario of returning home during the Spring Festival to create a sense of lack of demand, thereby touching the hearts of consumers and promoting purchases.

Unlike most "heartfelt" marketing operations, although P&G also used the Spring Festival scene as an entry point, they were not limited to conventional Spring Festival topics, but focused on the target group from a more subtle perspective - female white-collar workers who work hard in the first and second tier cities and have to remain decent at all times. Only by being beautiful to the tips of your hair can you let all your relatives know that you can live well on your own, only by doing so can you give your future mother-in-law a perfect image, only by doing so can you attract attention at parties ... Only by constantly tapping into the emotions and situations of your target audience can you trigger thinking among them and even society.

Join hands with Tmall Super Magic Day to create a new trend of essential oil hair care

Socialized full-network marketing has become the mainstream. A poster, a short video, or a popular article can no longer make a brand or product explode. If you want to achieve the desired goal through this method, you have to integrate resources in all directions and make multi-dimensional creative layouts to gradually achieve the desired influence through the layered promotion of topics.

As the Spring Festival approaches, P&G has teamed up with Tmall Supermarket to launch a marketing combination with the theme of essential oil trends, and has achieved full online and offline linkage while aggregating resources from multiple hair care brands. This event not only promoted its own new hair care products, but also instilled the awareness of "beautiful hair care on Tmall" into consumers, converting exposure into purchasing power to the greatest extent possible . Let’s trace back to the source and look at the essence. Let’s further analyze the highlights of this communication.

Highlight 1: Pre-heating, Wang Ju's live broadcast aroused the audience's resonance

In order to introduce the theme of #Beautiful to the tips of your hair, exquisite New Year # and to narrow the distance with the target consumers. On the afternoon of January 5, Wang Ju promoted the topic through a live broadcast in the pg Lifestyler's Taobao live broadcast room. The one and a half hour live broadcast had a viewing volume of up to 127,000. The event has been vigorously carried out around the theme since the warm-up stage.

The audience of Taobao Live is mainly women aged 25-35, and Wang Ju’s fans are attracted by her eccentricity. Many of them are young people working hard in the city. Speaking to them is the first step for the event to enter the market.

"Tmagazine" once described Wang Ju like this: "In her, we can clearly see the dedication of an individual." The central idea that this event wants to convey is not only to comfort those young people who are wandering outside, but also to help them maintain a lasting good state and ultimately turn the tide through a warmer emotional attitude and approach. This approach can not only touch their hearts, but also inspire their fighting spirit, thereby gaining consumers' attention to the products.

Highlight 2: Mid-term explosion, offline flash sales create immersive experience

Online activities will leave a communication mark on users, while offline activities can maximize the coverage and influence of the activities. Last weekend, Tmall Supermarket held a hair care-themed pop-up store at Oriental Baotai Shopping Plaza. From the scene modeling to the color matching, everything is very young and eye-catching. The appearance with social effects attracted many consumers to take photos and expanded the volume of the event.

Every consumer who enters the pop-up store can "communicate" with the products: on the one hand, the hair care products displayed on site complement the overall style of the pop-up store, and consumers can also leave a deep visual memory through this all-round display method.

On the other hand, hairstylists will create exclusive New Year hairstyles for participants in the pop-up store, so that the product’s value can be highlighted invisibly and leave a sensory memory for consumers. Immersive marketing methods enable consumers to have multiple perceptions of brands, products, and purchasing channels, and strengthen communication with consumers.

Highlight 3: Continuous focus, KOL collectively promotes strong sales

After the online and offline linkage ushered in a mid-term boom, P&G joined forces with many KOLs to collectively promote products, repeatedly reinforcing product awareness through different forms of high-quality content, and ultimately leading to purchases.

· Heart-wrenching article "You must be pretending to be tired too"

A young writer spent a lot of money to write an article about the real life of the post-90s generation in first- and second-tier cities: in the eyes of relatives and friends, white-collar workers in big cities are definitely the best among their peers. They have reached a relatively glamorous position through years of hard work and brutal competition, but who knows the pressure and bitterness behind the "sophistication"?

The story starts with "DIY hair dyeing" and slowly unravels this detail, telling bit by bit the real experiences of female white-collar workers when they return home. As the story progresses, the hair care products of Rejoice and Pantene become indispensable characters in the text. The efficacy of the products is told along with the plot, which gives the plot a rhythm and also heals the readers' hearts.

·Literary comic "I am always clumsy towards you. 》

Another comic strip with urban female white-collar workers as the background hits the readers' hearts from a different angle. In the process of struggling in big cities, we are under tremendous pressure, but we are also becoming more and more impetuous and less patient. I keep my good temper for my colleagues and superiors. I am too lazy to listen to what strangers say, and I am too lazy to maintain the relationships around me. My family's concerns and concerns all sound like nagging to my ears.

We have been smoothed out by society, but we forget that the only family that does not need us to smooth out its edges has been "hurt" by our unconscious "clumsiness". The New Year is approaching, and it's time to be nicer to our family. Although the products only appear in the last part of the entire comic, their deep integration with the plot has made many people fans of these three products.

Fashion bloggers promote products through pictures, texts and videos

In addition to conventional communication channels, the brand also collaborated with fashion bloggers to share their winter hair care experiences in the form of pictures, texts and videos, and used knowledge sharing as a vehicle to promote the content and efficacy of the products, and ultimately achieved sales. This method not only increases consumers' awareness and understanding of the product, but also subtly accumulates their favorability towards the brand.

Conclusion:

In fact, during the important Spring Festival, there are many brands taking advantage of the marketing opportunity. However, the more homogeneous marketing content there is, the more difficult it is to influence the current group. P&G and Tmall Supermarket are well aware of this and have chosen more diversified output forms based on precise insights. They not only directly hit the target circle online, but also create an immersive experience offline, and achieve true integration of product and effect through dual-line linkage.

Author: Marketing Strategy, authorized to be published by Qinggua Media.

Source: Marketing Strategy