The first release of 2019! How can a brand leverage promotion opportunities to achieve its goals?

Festivals have always been a time for brands to revel in the party, because with the popularity of festivals, brand owners have one more opportunity to communicate with users. As the 2019 New Year is approaching, on this special day that symbolizes "saying goodbye to the old and welcoming the new", many brands have also seized this opportunity to get a "good start" in the new year.

01. How should brands welcome 2019?

Nongfu Spring: 2019 Collector's Edition Golden Pig Bottle

Since entering the field of high-end glass bottled water in 2015, Nongfu Spring has insisted on launching a "Zodiac Bottle" every year. This year, Nongfu Spring released the "Golden Pig Bottle", a classic edition of the Year of the Pig. The illustration on the bottle uses the image of a "golden pig" to embody the concept of "family portrait", which coincides with the brand's 2019 concept of "Golden Pig Comes Home, Good Water Brings Wealth".

Tencent×Dunhuang: Cultural and Creative Silk Scarves

Coinciding with the first anniversary of the launch of the "Dunhuang Digital Patron" program by the Dunhuang Academy and Tencent, the two parties have once again joined forces to launch a New Year gift - the Dunhuang Poetry Scarf. Users can DIY and customize their own Dunhuang silk scarves on the interactive mini-program, and contribute to Dunhuang’s thousand-year-old culture through digital cultural and creative ideas.

PepsiCo: Bringing Fun Home in 2019

At the end of 2011, Pepsi announced the launch of the "Bring the Joy Home" project, and has continued to celebrate the New Year with micro-films every year. This year, PepsiCo changed its warm and funny style of last year and launched a micro-film "2019 Bring the Fun Home: Star Reachers" with astronauts as the protagonists, interpreting the concept of "no matter how far we go, home is always behind us." After only two and a half days online, the first release on Youku Video had already been played 57.168 million times.

02. Poster Session

Durex

2018, love is a small kind of greatness. 2019, I still love you.

Durex

Good night, and sleep till next year.

Okamoto

In the new year, I will protect you.

Suning.com

In fact, the most comfortable place in the world is not as comfortable as your own home.

Meituan Takeaway

Happy New Year, takeaway is here.

smart China

#HappyNewYear# New Year’s Day blessings contain secrets, have you got it?

03. Brand Calendar Special

The 2019 calendar is almost monopolized by major brands!

NetEase Cloud Calendar

NetEase Cloud Music’s calendar adopts a retro vinyl record design, aiming to bring users a different music experience every day.

Douban Movie Calendar

Every day’s calendar recommends a classic movie, so Douban Movie’s calendar can be said to be a definite “benefit for movie fans”.

Forbidden City Calendar

After selling lipsticks, the Forbidden City brought out a classical calendar! On the left are the collections of the Palace Museum, and on the right are the dates. The Palace Museum is thoughtful enough to use a calendar to remind the public to pay attention to traditional culture.

KEEP Calendar

KEEP's calendar uses illustrations as the overall design, which is fresh and natural.

04. Fashion brands’ “Year of the Pig Limited Edition” special

With the arrival of the Year of the Pig, limited edition products from major beauty and fashion brands are making a comeback.

Becca: Year of the Pig Limited Edition

By printing the image of a pig on the highlighting powder, Becca wants to say: use some highlighter to remind yourself that you are a delicate "pig girl" at all times.

Tory Burch: Floral Pig Bag

By designing the bag into the shape of a pig and adding floral elements, Tory Burch gives people the feeling that she is determined to carry on the rustic trend to the end.

SK-II: Limited Edition Facial Treatment Essence

The pig tail on the red bottle is simple and clear, and fits the theme of the Year of the Pig very well.

Summarize:

What are the highlights of brands’ New Year marketing activities?

Packaging design: pleasing consumers

It is often said in the marketing world that the product itself is a kind of advertisement. A good product will speak for itself and market itself. This is why the starting point of the 4P marketing theory is "product." 2019 is the Chinese Year of the Pig. In traditional Chinese zodiac culture, pigs represent simplicity, cuteness, and luck. Many brands have taken advantage of the opportunity to use the "golden pig" element to change their product packaging, infusing it with auspicious cultural connotations. This is undoubtedly the only way to please Chinese consumers.

For example, Nongfu Spring's 2019 Golden Pig Bottle high-end water looks for traces of "pig" in the oracle bone script period, vividly demonstrating the concept of "宀 (house) + 豕 (pig) = home", conveying the brand's family-friendly concept of "a good year to keep guests and enough chickens and pigs", and has therefore been well received by consumers.

Hunger Marketing: Stimulating Purchase Action

This year, many fashion and beauty brands kicked off the new year by releasing "Year of the Pig Limited Edition" products. In the brand world, hunger marketing is not uncommon, but it is particularly appropriate on the first day of the new year. Firstly, the design of cosmetics full of "pig" elements not only fits the theme of the Year of the Pig in 2019, but also caters to the inner desire of women who want to become exquisite "pig girls" on the first day of the new year. Secondly, the limited-time and limited-quantity sales method can cleverly utilize consumers' "scarcity psychology" and increase their perception of product value, thereby promoting consumers to buy quickly.

Brand communication: concrete and tangible

This year, many brands have released their 2019 calendars, such as the music social platform NetEase Cloud Music, the literary platform Douban Movies, and the sports and fitness community KEEP... For an online platform or community, cleverly borrowing New Year elements to make the brand contact points concrete into a certain product can not only lower the brand's posture and make the communication between the brand and consumers more concrete and tangible, but also invisibly bring users richer brand associations and strengthen consumers' brand memory.

Source: NewMediaLab (ID: NewMediaLabSCUT)