5 tips to leverage the trend and create a hot marketing campaign for the Mid-Autumn Festival

The author of this article will talk to you about the conventional marketing methods of leveraging the Mid-Autumn Festival, and extract some techniques for festival marketing . enjoy~

Mid-Autumn Festival is approaching, and mooncakes and hot topics are arriving together. It is no exaggeration to say that "every festival is a hot topic", because every festival is accompanied by a joyful atmosphere and the audience's emotional resonance is also fixed. Choosing to carry out marketing activities at this time can often achieve twice the result with half the effort. Therefore, brands are very keen to carry out marketing activities during festivals, but there are also some rules to taking advantage of festival marketing . If used improperly, it may backfire.

So, how should brands do holiday marketing well? As the much-anticipated "Mid-Autumn Festival" approaches, Hezijun will talk to you about the conventional marketing methods that leverage the Mid-Autumn Festival, and extract some tips for festival marketing.

1. Conventional routines for Mid-Autumn Festival

1. Short and concise copy

This form of marketing, copywriting, is relatively time-saving for brands. Generally, it only requires publishing a set of holiday copywriting posters. However, we cannot be perfunctory just because it is easy. We must think carefully about the copywriting and how to poke the user's empathy with just a few words, so that we can hit the mark with one stroke. Even though marketing methods are diversified nowadays, copywriting still has power!

(1) Durex : May you live long and happily together

(2) Pechoin : Mooncakes, Moon, Reunion Dinner

2. Creative H5

The novel promotional method of H5 advertising is more in line with the mentality of young people and can attract the attention of many people; H5, which is equipped with multiple elements such as animation, video, copywriting, music, etc., is fun and interesting, and is more conducive to dissemination, so it has become the darling of many brand marketing .

Forbidden City Food: "I received a WeChat message from your mother"

Last year during the Mid-Autumn Festival, many people were flooded with the H5 message "I received a WeChat message from your mother". You thought the Forbidden City only knew how to be cute, but you never expected that it could also sell mooncakes. Moreover, it advertised it in the name of the emperor and promoted it to users in a humorous and funny way. This move really impressed the Forbidden City.

3. The right video ads

The video advertising model has become one of the mainstream methods of marketing activities. By using a few minutes of advertising content with stories and plots to continuously advance the connection between the brand and the festival, it is easier for users to remember and extremely easy to spread and screen. Because of their distinctive features, video ads are often used in holiday marketing and, when paired with corresponding promotional activities, will attract many users to click and watch. However, the video production cycle is long and the cost is relatively high, which is not suitable for brands that are short of time and funds.

Tmall x New World : #New Reunion Concept#

Does reunion necessarily mean returning home? Is mooncake a must for a family reunion? Now we need to redefine the concept of reunion. Tmall and Xin Shixiang have worked together to tell the story of "a son bringing his father to Beijing for a reunion". Against the backdrop of most people being unable to enjoy a reunion on the eve of the Mid-Autumn Festival, the story arouses the audience's understanding of the #new concept of reunion# and their desire to return home and reunite.

During this Mid-Autumn Festival, Tmall created a multi-dimensional #newreunionconcept# value system from stories to concepts, which gave the audience an emotional baptism.

Video link: https://v.qq.com/x/page/f0552h2j8nc.html

Video Series Poster:

2. Five tips for taking advantage of the Mid-Autumn Festival

1. Prepare for the event in advance

Holiday marketing needs to be planned in advance so that it can successfully seize the traffic high ground when executed. For example, festivals are predictable. When it comes to timing, we no longer emphasize how fast or quick the brand is, but rather how to properly arrange the time for each stage of the event:

• When will the pre-release content start?
• During which time period should we focus on promotion?
• When will the event be officially launched?

Formulate an appropriate activity plan to ensure that the activity proceeds in an orderly manner, and the greater the chance of success of the activity.

2. Establish the connection between brand and festival

Everyone knows the term “awkward chat”, which means that two people are obviously feeling awkward but still want to continue chatting.

This situation also occurs in many brands leveraging momentum. When some brands are carrying out marketing activities, the brand positioning itself has nothing in common with the festival, but they still have to "bump into" and forcibly combine the festival and brand image. This kind of marketing for the sake of marketing often cannot debut in the C position, but instead will be dissed.

In fact, an excellent marketing campaign should consider the user's perspective, explore the similarities between festivals and products, guide users to associate festivals with our products, and strengthen user awareness. By enabling target users to participate in the festival more quickly and conveniently through our products or services at a lower cost, we can gain users' heartfelt recognition and positive communication power. For example:

(1) By-Health: Mid-Autumn Fantasy Journey

As many nostalgic elements familiar to the public, such as drifting bottles, letters from parents, lighthouses, and Kongming lanterns, are displayed one by one, coupled with the touching story core and heart-touching copywriting, on the basis of "reunion", more memories and emotions of the public are evoked, and the brand concept of "giving the gift of health" is smoothly implanted.

Different from various nutritional product advertisements that loudly shout about promotions, the first half of this video advertisement by By-Health describes the Mid-Autumn Festival and talks about feelings, while the product appears at the end together with blessings, cleverly combining the product with the tradition of gift-giving among friends and family during the Mid-Autumn Festival. Not only will it not be embarrassing, but it will also deepen a concept: Mid-Autumn Festival gifts are not just about mooncakes, but also about health.

(2) Oupai丨How to solve the werewolf’s Mid-Autumn Festival troubles?

Oppein took advantage of the Mid-Autumn Festival to shoot an advertisement with a unique style. On a full moon day, the werewolf transforms. By cleverly using the well-known story of a werewolf's transformation on a moonlit night, OPPEIN's new concept of "whole-house customization" is presented in an interesting way, smoothly introducing OPPEIN's appeal for whole-house customization, breaking the inherent impression of "OPPEIN = cabinets", and attracting the attention of a large number of young people. It also makes the brand concept of "Home, Love and OPPEIN" more popular.

Video link:

http://market.meihua.info/works/30597798

Video Series Poster:

3. Identify the target audience and hit the pain points

According to the classic 80/20 rule , 20% of the key population may produce 80% of the communication effect. Therefore, the most important thing for an activity is to target the target group, which is the foundation of the entire activity. Only by finding the key groups in the dissemination of the activity and making targeted efforts can you produce amazing results.

Brands can find the main target audience based on the characteristics of the festival, analyze the psychological attributes and preferences of this group, and closely match the time, format, prizes, and copywriting of the event to create activities that the target audience will like. Otherwise, no matter how exciting and lively the event is, no one will be willing to pay for it in the end. Mid-Autumn Festival is a national festival, and everyone’s festival complex is roughly the same. At this time, it depends on which brand can evoke people’s emotional resonance and hit their pain points. As long as the brand does not commit suicide, it is basically applicable everywhere.

4. Manufacturing differentiation

The Mid-Autumn Festival is usually celebrated with moon-watching, moon-cakes, and family reunions. However, according to the survey results of the white paper , "only 22% of people are able to reunite with their families during the Mid-Autumn Festival every year." In particular, a considerable number of "first-tier migrant workers" are unable to return home for the Mid-Autumn Festival. Even if they do, the quality of the festival is not very high due to the tight schedule. Some brands will realize that this is a resonance point that can be deeply explored in the hearts of the audience. Making a fuss about the point of "not going home" not only goes against the concept of family reunion during the Mid-Autumn Festival, but also serves to show that one is different.

(1) Meituan Dianping: Everyone has their own opinions on not going home during the Mid-Autumn Festival

(2) Mercedes-Benz: an excuse to go home or go out

The down-to-earth copywriting ideas of Meituan and Mercedes-Benz are not very novel, but they win by accurately describing the reasons why various groups of people "don't go home for Mid-Autumn Festival", which is easy to resonate with people.

5. Data feedback and effect analysis

After the event, brand event personnel can use the event data feedback to conduct careful thinking, analyze the marketing effect of the event, summarize the experience and use it as a guide for the next brand event, which will make future marketing activities more effective.

Written at the end

When brands are carrying out marketing activities, they should let go of their obsession with festivals. On the basis of exploring the selling points of brand products, deeply understanding the characteristics of one's own products and the needs of the target group, and conveying brand values, in order to win user reputation and trust, such marketing is sustainable and healthy.

The above is what I have shared about the Mid-Autumn Festival marketing activities . I hope it can bring some inspiration to everyone for this marketing activity. Finally, I wish you all a happy Mid-Autumn Festival!

Source: Activity Box