The National Day is coming. How can brands leverage this opportunity for marketing?

Bid farewell to Mid-Autumn Festival and welcome National Day. With two major holiday hot spots sandwiched between them, I believe that many operations partners are almost exhausted of ideas to take advantage of the continuous holiday hot spots, and just want to sing a song "Liang Liang" for themselves. But don’t panic in the face of hot topics. Before the holiday officially arrives, Cucumber has already thought of an exclusive marketing plan for you! Whether you are interested in the heart or the body, there is always one that suits you. Take it, no thanks!

1. Emotional Marketing

Emotional marketing starts from the user's heart and explores their characteristics and real needs. In the era of "emotional consumption", users pay more attention to their own feelings and values. In this case, by showing ordinary yet real and warm advertisements, it is easy to attract users' attention and touch their hearts. Emotional propositions need plots to be expressed, and plots that come from life can resonate with everyone.

1. Red Star Erguotou: Without wine, the story can’t be told well

During the 8-day long holiday, I believe that most people who are away from home will go home to reunite with their families, but there are always some people who cannot go home due to work or life pressure. Red Star Erguotou targets young people who have moved to Beijing and launches a new poster titled "Without wine, there is no good story to tell." This feeling of loneliness when wandering outside may be indescribable, but those who understand can definitely understand it.

2. Jiang Xiaobai

After looking forward to it for a long time, the National Day holiday finally arrived. However, for an adult, this does not mean complete relaxation and returning to oneself. They still have to face many frustrations, such as being forced to travel, forced to work overtime, forced to go on blind dates... Among these scenarios, is there any situation similar to yours?

In this set of copywriting , Jiang Xiaobai first lists the various frustrations that young people face during the holidays, and then plays to the strengths of copywriting to give young people various suggestions on how to liberate themselves, providing the right remedy for their condition.

Successful emotional marketing may be made up of countless factors, but being loyal to the user's heart remains unchanged.

2. Content Marketing

The battlefield of content marketing is filled with smoke during the holidays. Major brands are imaginative and creative in content planning, resulting in a series of creative posters and copywriting. Whoever's creativity is more eye-catching and can trigger a screen-swiping peak will also get better exposure and interaction.

1. Qia Qia Food

Qia Qia combines the clothing characteristics of people of all ethnic groups with various types of food, which not only brings in the products but also keeps them from being sold to the masses. It is one of the more creative National Day posters.

2. Weiquan Super Live Bacteria

It is said that 90% of foodies decide where to travel during long holidays based on this picture, so this poster of Weiquan is really considerate, and it completely captures the travel psychology of foodies. It doesn’t matter where you go, what’s important is what you eat!

3. PPmoney Wanhui

Taking vacation happily and making money carelessly, such a life is so wonderful!

3. Video Marketing

Video has become the most popular marketing method due to its fun and easy-to-spread nature. In the rapidly emerging social network environment, video has become the most effective way for brands to reach young audiences. As of 2017, 69% of Internet traffic comes from video. The extremely high traffic ratio shows that video marketing has become a new brand marketing trend and a compulsory course that brands cannot avoid.

1. Tencent Translator: The most embarrassing thing about traveling abroad is...

During the National Day holiday, many people choose to travel abroad. However, they encounter these embarrassing things abroad: Can foreigners understand your foreign language? Are you good at playing "I gesture and you guess"? You know, it's extremely embarrassing to encounter language barriers in a foreign country and no one understands you after you gesture for a long time.

Tencent Translator targeted this language pain point before the National Day holiday and launched this video. The advertisement recreates the scene in a humorous way and emphasizes the product's real-time voice translation function.

Video link:

https://v.qq.com/x/page/u0554ryiy5w.html/

2. Meituan Travel: Boss, don’t look for me during the National Day holiday

"Boss, Don't Call Me During Eleven Days", the song title alone touches upon what overworkers want to say to their boss deep down. This video imitates the Rainbow Band and creatively adds hip-hop elements to embellish it. The fast-paced rap pushes the audience's emotions to a climax and naturally conveys the brand appeal of "super cheap".

Video link:

http://v.qq.com/x/page/a0555tj4dty.html

4. Interactive Marketing

Since the rise of social media, interactive marketing has become a new trend in brand activities . Almost every brand must learn to interact with users. During the interaction, it can mobilize users' emotions, and the rendering power of emotions can trigger users' memories of the brand. Therefore, interactive marketing has become an excellent marketing method. The types of interactive marketing include H5, barrage, cross-screen, etc. This article will focus on the currently popular H5 interactive model.

1. NetEase Kaola: I deleted my Moments on October 1st

When going on vacation overseas during the National Day holiday, one can’t help but take some photos and post them on WeChat Moments. However, once you post them on WeChat Moments, you’re faced with the dilemma of “vacation turning into shopping on behalf of others”. In order to address this pain point of users, NetEase Kaola made an H5 about holiday purchasing agents and promoted it through WeChat chats. Various bizarre scenarios of seeking purchasing agents were performed, which resonated with users and urged them to forward it to express their stance of "no purchasing agents during the National Day holiday". Therefore, this H5 also achieved the effect of going viral on WeChat Moments during the National Day holiday.

In addition, a set of attitude posters were produced to express users’ thoughts in the form of barrage comments.

2. Haier Air Conditioner: Test which type of patriotism you are?

Want to know how deep your love for our motherland is? Do you dare to take this test to see what type of patriot you are? The questions are very practical, the answers to the options are humorous, and there are different test results, which increases the fun. Finally, you can choose to participate in a prize-giving event or try again. Enter your information on the event page and upload your photos to have a chance to win prizes.

5. Cross-border Marketing

The so-called cross-border marketing is that two seemingly unrelated brands, based on their respective characteristics and advantages, fit in with each other and complement each other's strengths, making the advertisement more interesting and eye-catching. A good cross-border cooperation can not only share the traffic of two brands, but also bring new experiences to users while enhancing the brand image.

KFC x Baidu Map

On the eve of the National Day holiday, based on the powerful positioning function of Baidu Maps, KFC announced that it would work with Baidu Maps to launch a new O2O travel model. Starting from September 28, KFC will connect its 4,800 offline stores across the country to the Baidu Map platform to create a panoramic "KFC virtual restaurant." At the same time, KFC has stocked 1 million Portuguese egg tarts in more than 4,800 restaurants, looking forward to a sweet "encounter" with consumers within 3 kilometers of the restaurants.

It is understood that this location-based information push brought nearly 80% of the traffic to the event, and the number of visits to KFC virtual stores also increased by 3 times compared to before the event.

6. Reward Marketing

Reward marketing encourages users to actively obtain information through rewards, and reward marketing has more advantages in communication. Although creativity is attractive, benefits are the fundamental motivation. It's a good idea to give out some benefits during the day of celebration, but it still has to be based on the activity funds. After all, you can't be willful when it comes to spending money.

1. Ofo: “As soon as the bike moves, the money is delivered”

"As soon as the bike moves, you will get money." Between the 1st to the 8th, if you use the ofo APP to unlock and ride the yellow bike, as long as you ride for 200 meters or 3 minutes, every user will receive a cash red envelope.

For event-based tools , through event operations , on the one hand, they can attract users to use their products and consume, and on the other hand, they can improve the platform's activity and user retention .

2. Amap: "Eat, Drink, Play and Have Fun Monopoly"

The short holiday is coming soon, and I believe most people will spend the entire National Day holiday eating, drinking and having fun. In the early morning of September 28, Amap launched the "Eat, Drink and Fun Monopoly" event. You can play real LBS games and win free cash gifts while relaxing. How can you miss such a great deal?

During the game, high-quality POIs in the surrounding area will be recommended based on the user's real location. Through interesting interactive limited-time games, users can win cash coupons or G coins from cooperating merchants and lottery opportunities.

Simply put, the Monopoly game launched on Amap is more personalized and intelligent, thanks to the support of Amap's big data capabilities, allowing users to play the game in different locations and get different welfare prizes.

You can play games while traveling and earn money at the same time. The "Map Monopoly" event launched by Amap during the National Day is full of sincerity. It has also been well converted . Data shows that during the National Day holiday in 2017, Amap's map navigation planning services were used nearly 2 billion times, and the total driving navigation mileage exceeded 3 billion kilometers. The number of users increased by more than 100% year-on-year compared with the National Day holiday in 2016.

3. Juewei Duck Neck

It’s better to call a duck at home than to go out during the National Day holiday. A 30-yuan coupon. Um, I’ll order some takeout first. After all, watching TV series goes better with snacks!

7. Reverse Marketing

Reverse marketing refers to a way of thinking about problems that breaks the inherent thinking patterns and breaks the norm. Its main feature is to evoke consumers' resonance in a "negative energy, anti-chicken soup" way. The full of negative energy seems negative, but it just hits the pain points of young people today. Faced with enormous social pressure, they are more willing to make fun of themselves and are more willing to accept this kind of anti-chicken soup-style expression and reverse thinking products.

1. Durex

"It is better to be stuck in bed than to be stuck in traffic" and "It is better to be squeezed in bed than to be squeezed in the crowd." The common characteristics of these two poster copy are: short and concise, without adding any color, and fully aware of the characteristics of their own products. The onlooker Hezijun couldn't help but applaud, Dudu is worthy of being the number one player in the marketing industry!

2. Xiaomi

Why do you have to go out during holidays? Is the movie bad or the phone not fun? Xiaomi will show you the correct way to enjoy a perfect holiday. That’s right, sleeping in and staying at home are the ultimate ways to enjoy the National Day.

Dudu and Xiaomi both chose to make the seven-day National Day in the form of a lunar calendar and release it over seven days. This makes it easy for users to look forward to the subsequent content, but the prerequisite is that the copywriting is excellent.

3. Pomelo

It is said that this is the ninth level "human tragedy" that will be encountered during the National Day holiday. Just asking quietly, I'm a single guy, staying at home during the holidays, and as expected, I gained a few pounds, this... It can't be more than level 10, right?

8. Conclusion

What is shared above are some common marketing methods that can be used when taking advantage of trends. After understanding these routines, you will not panic when facing hot spots. In addition, the almanac, H5, anti-chicken soup articles and other forms are all good presentation forms, and the user experience is also great, so you can consider it.

Finally, I wish all of you a happy National Day holiday!

Source: Activity Box