June new media marketing promotion hot calendar!

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.

June is here, which means 2019 is halfway over. Have you achieved all your small goals?

This month is still a month with many hot spots. I feel sorry for you all.

First, the key points:

Throughout June, there are five major marketing nodes - Children's Day, Dragon Boat Festival, College Entrance Examination, 618, and Father's Day.

June 1

Children's Day

International Children's Day is an international holiday established to protect the right to survival, health care and education of children in all countries of the world and to improve the lives of children.

Keywords: childlike innocence, memories, children, fun, cuteness.

Angle of play:

1. Collect childhood fun and memories, such as childhood toys, food, classic cartoons, children's games, dialogues and other scenes;

2. Children's Day product package, priced at 61 or 6.1 yuan;

3. Organize offline activities with children’s themes, such as visiting museums and farms together, dining in stores, grabbing toys, playing graffiti, clay sculpture competitions, etc.;

4. Caring for left-behind children, migrant workers, autistic children, disabled children, endangered animal babies, etc., reflects the brand's sense of social responsibility and love;

5. Test children's innocence, generate children's ID photos, etc.

All hot forms can be produced, including pictures, texts, H5, small games, posters, live broadcasts, Weibo, Moments, and videos.

Reference Cases:

1. Nike "Don't Call Me Baby"

NIKE changed the innocent characteristics of Children's Day marketing and launched the #Don'tCallMeBaby# themed marketing campaign, providing many brands with new ideas for Children's Day marketing.

In the film of the same name, the children’s inner monologues: “It’s okay, you’re not the first person to look down on me” and “You can’t help me, except for me to fight my way back on my own” are both inspiring and passionate.

NIKE hopes to appeal to parents: tap into the athletic qualities of their children, encourage them to boldly participate in sports, express themselves, and enjoy the fun of sports. At the same time as launching the film, NIKE organized football, basketball and running training camps for children around the theme of "Don't Call Me Baby".

2. KFC: The Coco of a Potato

KFC describes what it saw along the way from the perspective of a potato using childish language. This experience is actually simulating the process of public welfare. In 14 regions of Yunnan Province, KFC has set up "Call with Love" Little Migrant Bird Charity Stations. Create a public welfare e-commerce platform of “1 yuan = 1 minute”.

For every 1 yuan you spend on charity products, KFC will donate 1 minute of video call time to the little migrant children (left-behind children) there...

3. NetEase News: 2017 NetEase News & DaDa: This is the childhood that adults dare not open

The H5 format of one shot + black and white comics shows the childhood cartoons of the 80s/90s.

Some poster references:

June 5

World Environment Day

World Environment Day is held on June 5th every year. It reflects the understanding and attitude of people around the world towards environmental issues and expresses mankind’s yearning and pursuit for a better environment. China will host the 2019 World Environment Day, focusing on the theme of "Air Pollution".

Brands can incorporate environmental protection concepts into their brand connotations, and gain favor among the target audience on this special day.

Keywords: environmental protection, public welfare, environment, health.

Angle of play: conventional posters, Weibo, Moments, H5, pictures, videos, and even topics can all be used.

1. The brand educates people about the importance of protecting the environment, or initiates fundraising or charity events.

2. In the past month, there has been a lot of news related to foreign garbage in the international community. Starting from the end of December 2017, China stopped importing 24 types of foreign garbage, including waste plastics, unsorted waste paper, waste textile raw materials and other garbage. This is a topic for discussion.

3. In response to this year's theme of "air pollution", we advocate green travel and environmental protection.

Case reference:

1. "Earth Says: All Life Is Implicitly Connected" by Quanmianshidai

Quanmianshidai previously released a video titled "Earth Says: All Life is Implicitly Connected":

The disappearance of a life far away may be due to the details in life that you have ignored. Call on friends to do something for the earth: use your actions to protect our green home, give the earth some greenery, and let the earth no longer wander.

2. Netease News | Public welfare H5 "Confession" produced by DaDa

At the beginning of H5, a little girl is shouting for help, and then the story of the destruction of her peaceful and beautiful home and family is told from her perspective.

"If I were not a human being, but a blue whale, could you still feel my despair?" The story is then reversed to be a blue whale's self-narration, thus revealing the current living conditions of "endangered species" such as over-hunting, and calling on people to pay attention to the protection of "endangered species."

Long press the QR code to view the case

3. Sina News Earth Protection Campaign

Previously, Sina News launched the "Repost to Protect the Earth" campaign on Weibo on World Earth Day, and released a set of posters at the same time, which you can refer to.

June 6

Grain in Ear

Grain in Ear is the ninth solar term in the 24 solar terms of the lunar calendar, marking the official start of midsummer, when the middle and lower reaches of the Yangtze River in China will enter the rainy plum season.

Angle of play: Mangzhong literally means "the wheat with awns is about to be harvested, and the rice with awns can be planted." "Collected Explanations of the Seventy-two Marquises of the Lunar Calendar" states: "May is the festival when the awned grains can be planted."

This type of festival is popular across the entire industry, but it is at most a regular hot spot. If there are no special circumstances. Basically, a picture or text, or a hot poster can be posted on WeChat and Weibo, and it is usually a competition of creativity.

Some poster references:

June 7

College Entrance Examination

June 7th and 8th every year are exam days, and Internet users and joke makers are probably the ones who like this hot topic the most.

Keywords: exam, encouragement, nostalgia, admission ticket, graduation, youth.

Angle of play:

1. Cheer up and encourage candidates, and generate online blessing signs for parents and children;

2. College entrance examination derivatives, generate college entrance examination admission tickets, academic certificates, admission letters for various industries, or cleverly implant brand-related test questions;

3. Recall the college entrance examination and collect interesting stories from everyone during the college entrance examination, such as "the most impressive thing during the college entrance examination" and "the stupidest thing during the college entrance examination", recalling the relaxed days in school and going for nostalgia;

4. Love helps the college entrance examination. Common love sends candidates to the exam, providing love buses, love cars, and special rest rooms for candidates...

5. Choice of major in the college entrance examination. After the college entrance examination, you will face the dilemma of choosing a university major and complain about the variety of majors.

6. College entrance examination essays, that is, creative interpretations of college entrance examination essays from various places. This big V likes to play with this.

7. Of course, you can also use various creative recruitment advertisements.

Case reference:

1. 2018 National Unified Examination for Advanced Shopaholics

Tmall has carefully arranged an exam for "shopping addicts", with questions covering general knowledge, mathematics, physics, creativity, current affairs and other topics. Each question involves relevant information of at least one brand/product.

But for straight men, this test may be difficult to pass.

2. New World: If the College Entrance Examination could be repeated

Xinshixiang and OnePlus Mobile jointly planned a "Return to the College Entrance Examination" event, and even set up an examination room in a school in Beijing, including examination rooms, admission tickets, security inspectors, answer sheets...

We invited high school invigilators and professional former college entrance examination marking teachers, and everything was prepared according to the most realistic form of the college entrance examination. I also prepared the set of college entrance examination papers that I had taken that year.

The online Xin Shi Xiang has also compiled college entrance examination questions from all over the country over the past 40 years, with more than 1,700 test papers. Netizens can re-answer the exam questions they took in that year.

A total of 600,000 people answered the college entrance examination questions that year online, and nearly a thousand people signed up offline, and finally sixty people participated in the on-site simulation exam.

3. Douyu: What will be the exam this year? Here is the answer H5

This is a test + recruitment H5, with a total of 5 questions. After answering, there will be analysis of answering skills. Finally, give your college entrance examination results and tell readers that Douyu needs talents like you.

4. Midea Air Conditioner "Parents' College Entrance Examination"

Midea combines windless air conditioning with the relationship with parents, and extracts the "windless" emotion of contemporary college entrance examination parents - undisturbed love: gentleness that is quietly attentive, does not put pressure, and silently supports.

But behind this, there are a lot of trivial problems in life: food, clothing, housing, transportation, emotional comfort, etc. For parents, the challenge is no less than an exam, and there are no reliable real questions, because different children have different questions...

The college entrance examination of children is also the college entrance examination of their parents.

5. McDonald's: College Entrance Examination Admission Ticket H5

McDonald's has produced different versions of admission tickets online for the 70s, 80s, 90s and 00s. Participants can enter the year they took the college entrance examination and upload a photo to get an admission ticket with the face of an 18-year-old in that year. In terms of creativity, it also captures details such as the characteristics of the era and the paper quality of the admission ticket to enhance authenticity and encourage sharing.

Some poster references:

June 7

Dragon Boat Festival

The Dragon Boat Festival falls on the fifth day of the fifth month of the lunar calendar every year. It is one of the four major traditional festivals of the Chinese people, along with the Spring Festival, Tomb-Sweeping Day and Mid-Autumn Festival. We eat rice dumplings and row dragon boats on the Dragon Boat Festival, and it is also a festival to commemorate Qu Yuan.

Keywords: Zongzi, dragon boat, blessing, Qu Yuan.

Angle of play:

1. Popularize the knowledge of Dragon Boat Festival customs, such as dragon boat racing, hanging mugwort, commemorating Qu Yuan, making rice dumplings, family reunion, and hold some offline promotional activities for the Dragon Boat Festival.

2. Associating as much as you can with things related to zongzi, including the meaning and pronunciation. For example, thousands of "zongzi" are expected, zongzi fragrance is Dragon Boat Festival, zongzi is love across thousands of mountains and rivers, zongzi is across the world, different from zongzi, zongzi with thousands of customs...

3. H5 mini-games such as dragon boat racing, sending blessings, and making rice dumplings.

4. The debate between the sweet and salty parties can last at least another hundred years.

Case reference:

1. Wufangzhai "Guest House"

Wufangzhai's Dragon Boat Festival short film "Guesthouse" uses Wong Kar-wai's style of camera language. The rice dumpling is compared to a universe. The multiple sides of the rice dumpling seem to symbolize different time and space, but these time and space have an end, and the end is at the intersection of the several sides of the rice dumpling.

That is, the intersection of time and space is wrapped like a rice dumpling. The trihedron of the rice dumpling is the boundary of the universe. The intersection of the three sides, that is, the top of the rice dumpling, is the Time Ridge. There is a guesthouse here. Time and space are folded here, so people from different time and space gather here and this surreal story happens.

Do you understand? If you don't understand, watch the video. Available in Mandarin and Cantonese.

2. Tencent H5: Grandma's Dragon Boat Festival

H5 uses a long horizontal page to unfold memories, and shows the childhood memories of the Dragon Boat Festival with grandma from a long lens perspective. Customs such as eating rice dumplings, wearing colorful ropes, and inserting mugwort are presented one by one. The form is novel and the emotions are rich, which can easily resonate with people.

3. Quaker: Gold and Silver Zongzi

NetEase planned a story scene H5 for Quaker Oats, with the Golden Axe and Silver Axe as the story background and Qu Yuan as the image of the river god.

It is very interesting to let users choose between gold, silver or green leaf rice dumplings to introduce product and event information.

Some poster references:

Durex makes me laugh every time I see it

June 16

Father's Day

Keywords: kindness, back view, rough hands, distance, mountain, gratitude, joy, happiness, warmth, memories…

Angle of play:

1. Show off your father by posting pictures. Post pictures of your father when he was young. Show off your father, father-son pictures, and period pictures. Although it is very common, you will never get tired of seeing their looks at any time.

2. Be warm and sentimental, and express fatherly love by combining brand or product features. Collect stories about your father, or tell your father's story in an article. Make a touching Father's Day video and spread it. This happens every year and it always touches your heart.

3. Comparative interaction: if the brand has a sense of age and the products have a "father-son" relationship, then you can simply take advantage of it;

4. Funny and teasing, collect dad’s interesting stories, catchphrases, dad’s specialties, etc.

Generally speaking, you can look at the hot topics during Mother's Day, and Father's Day is roughly similar. Compared to the warmth of mother, father's love is more profound and restrained. We often express motherly love, but fatherly love is mostly hidden in our hearts.

Case reference:

1. Toyota’s Father’s Day ad “Loving Eyes”

Toyota's "Loving Eyes" advertisement, with the theme "Love is guarding in places you can't see", tells the story of a daughter's growth from a baby to a wife from the perspectives of a father and a daughter, through trivial and warm daily shots.

Although there is no dialogue throughout the entire process, the real life scenes and deep emotional expressions are enough to touch people's hearts.

2. Starbucks x MOSLESKINE: Imperfect Hero Dad

This is an H5 jointly launched by Starbucks and MOSLESKINE on Father's Day, which shows fatherly love by showing four groups of pictures of fathers and children interacting with each other.

3. Vipshop’s “Dad’s Job Application Letter”

This is a heartwarming Father's Day video customized by KARMA for Vipshop, telling the story of a father and his daughter.

As his daughter becomes more independent, the father feels that he is becoming less and less valuable in her life. Having retired long ago, he began looking for an internship position. He just wanted to learn something new so that he could be more needed by his daughter.

There may not be many fathers who become interns for their daughters, but there are many fathers who share the same feeling as him.

Some poster references:

June 18

618 Shopping Festival

As the biggest shopping festival in the first half of the year, various brands will join the competition. This year, the overall 618 event cycle has been extended, and the promotional carnivals of various brands have been upgraded, which will also escalate the challenges to marketing.

Angle of play: There is no need to say much about this, just promote, promote and promote again. The endless promotional methods that merchants come up with will exceed your imagination. You can refer to the promotional methods of Double Eleven.

Ordinary self-media people can also organize some welfare activities, or cooperate with businesses to give welfare. Of course, you can also write various articles, about buying and selling, about boyfriends and girlfriends shopping, and about shopping stories.

Case reference:

1. Tmall's departure incident vs. JD.com's one million yuan offer to Wang Yuan

During the run-up to Double Eleven last year, Tmall’s official Weibo account posted an announcement offering a large sum of money to find a cat, saying that Tmall had run away from home, leaving only a note, and that a large sum of money would be rewarded to search for the cat worldwide.

A week later, Tmall spokesperson Yi Yang Qianxi "arrested" it. Within a week, the reading volume of the Weibo topic #天猫离家出跑# reached 520 million. Tmall completed a phenomenal communication through this marketing plan!

JD.com's #Spend one million yuan to find Wang Yuan# strategy is very similar. First, an internal email of JD.com was exposed on Weibo, saying that it would spend one million yuan to find Wang Yuan as its spokesperson. Subsequently, a series of subway advertisements to find Wang Yuan were placed in Beijing International Trade Center, Dongdan Metro Station and Shanghai Shaanxi South Road Metro Station.

In fact, this series of operations is a marketing event specially created by JD.com to warm up for Double 11.

2. Weilong makes up the order

Last year on Double Eleven, when other brands were trying to persuade users to buy, Weilong launched the marketing theme of "matching your order".

It really gives a deep insight into the inner thoughts of those of us who are always just a little short of getting a discount when checking out.

Not only that, Weilong has also sincerely launched a series of special areas for group buying, with all kinds of prices available, such as 60, 50, 40, 30, 20, 10 yuan, etc.

June 21

Summer Solstice

The summer solstice is the earliest solar term to be determined among the 24 solar terms. On this day, the sun's direct position above the ground reaches its northernmost point of the year. It is the day with the longest daylight throughout the year in the northern hemisphere, and the higher the latitude, the longer the daylight.

Keywords: summer, summer escape, longest day.

Angle of play: Same as Grain in Ear, if there is no special situation, basically a picture and text, and a hot poster can be posted on WeChat and Weibo.

Some poster references:

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

June 10th is Wong Ka Kui’s birthday

June 11 is China Population Day

June 14th Kiss Day

June 15, 2019 National English Test Band 4 and Band 6

June 21 is World ALS Day

June 22 is China Children's Charity Day

June 23 International Olympic Day

June 26th is International Day Against Drug Abuse and Illicit Trafficking

June 30th World Youth Festival

Movies released in June: "X-Men: Dark Phoenix" on June 6, "Toy Story 4" on June 21, and "Better Days" on June 27.

The above, welcome to add to it!

I hope this is helpful to you all. Feel free to share this with your friends or colleagues. Maybe it can help them. We will continue in July. June new media marketing hot calendar!

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2. In the era of downgraded love, how can brands leverage the “520” marketing?

3. A must! 18 hot spot tracking tools for marketing and promotion operators!

4. How to plan marketing activities for those festivals that are “difficult” to leverage?

5. Brand marketing promotion: the underlying logic behind Durex’s content marketing!

6. Brand marketing promotion: How to learn the product placement of “The Debaters”?

7. Brand marketing promotion rules: How to construct a marketing framework?

8.2019 Internet Marketing Promotion Tips!

9. Marketing promotion: How does fission marketing achieve market “fission”?

10. Brand marketing: Analyzing the marketing failures of Durex and KFC!

11. The brand marketing differences between KFC and McDonald’s!

12. Brand Marketing Promotion丨Why does IKEA sell products for free?

13.Have you avoided the 9 minefields of social marketing promotion?

14. Do you know how to use these 12 strategies for product marketing and promotion?

15. Children’s Day is coming, how should brands carry out marketing promotion?

author: Mumu old thief

source: Mumu old thief