10 insights behind the 120,000 yuan marketing campaign

Holiday campaigns have always been the focus of brand marketing. How can we stand out in the fiercely competitive holiday marketing? Based on the data of more than 120,000 marketing campaigns on the Shiqu Insight Engine platform this year, we have distilled the top 10 holiday campaign insights for the whole year.

Which festivals have the most concentrated brand marketing? According to the data from Shiqu Insight Engine, traditional festivals such as the Spring Festival and New Year's Day and artificial festivals such as 618 and Double 11 are the focus of major brands in their marketing throughout the year.

Time Insight Engine-Festival Campaign Distribution

Which industries are most fond of festival marketing? The Internet is the most active industry in holiday marketing campaigns, followed by beauty, luxury goods, and variety shows . Judging from the monthly preference TGI, each industry has typical seasonal fluctuations throughout the year . Brands can formulate marketing lines throughout the year in a rhythmic manner based on the situational needs in different months. (The following chart shows the top 10 industries by number of marketing campaigns in each month, sorted from top to bottom; the size of the bubble represents TGI.)

Time Interest Insight Engine - Monthly Preferred TGI of Top 10 Industries in Monthly Campaign

Beauty, clothing, and luxury goods, which are mainly sold by female consumers, are mainly concentrated on emotional festivals such as Valentine's Day and Chinese Valentine's Day , while daily consumer goods are concentrated on e-commerce festivals and traditional festivals. Brands need to develop corresponding marketing strategies based on the characteristics of their own products and festivals.

Shiqu Insight Engine-TOP10 Industry Festival Campaign Delivery Types

The Spring Festival has always been an important node for brand communication. February reaches the highest point in the number of marketing campaigns throughout the year . May and June are the concentrated periods for e-commerce shopping festivals, and October has the highest exposure in the preheating of Double 11. Let’s take a closer look at the popular marketing campaigns in each month.

Shiqu Insight Engine-Distribution of Hot Campaign Trends

01. New Year’s Day

New Year limited edition and national trend joint brands are popular

Brands that choose the New Year's Eve marketing node are more inclined to launch New Year limited editions and national trend co-branded products to attract consumers' attention. Brands from various industries show their strengths and the distribution is relatively even. Media effectiveness: Based on the KLA campaign index of the Shiqu Insight Engine and media investment, the media investment effect is comprehensively evaluated. If it is greater than 1, it is above the average level, and if it is less than 1, it is below the average level (index range: 0.1~10)

Shiqu Insight Engine-Top 10 New Year's Day Hot Campaigns

Bilibili and Youku started the battle for traffic with New Year’s Eve parties, SK-II launched a New Year limited edition, Swarovski launched a Forbidden City co-branded edition, Realme launched a National Treasure co-branded edition, and Telunsu launched an eight-screen offline event.

New Year's Day hot battles

02. Chinese New Year & Valentine's Day

Car company short films go viral, new games are released for the New Year

The Spring Festival and CCTV Spring Festival Gala have become super stable traditional cultural IPs, with their social and economic values ​​increasing day by day. Internet companies mostly choose to deliver benefits online, car companies have become popular with creative and sentimental New Year short films, and game brands have launched New Year versions one after another.

Shiqu Insight Engine - Top 10 Popular Campaigns for Spring Festival and Valentine's Day

Peace Elite launched the New Year edition with four spokespersons: Dilraba Dilmurat, Hua Chenyu, Wang Yibo, and Yang Chaoyue . With the support of the New Year node and popular stars, it achieved higher media delivery efficiency.

Time Insight Engine - #Peace Elite Spokesperson New Year's Blockbuster# Campaign Analysis

Mercedes-Benz X Wong Kar-wai's "Heart's Desire" became a phenomenal short film during the 2021 Spring Festival, with an exposure of 610 million. Also in the form of micro-films, BMW launched the #ACar'sLoveStory# campaign on Valentine's Day, and Dongfeng Nissan initiated #ThisYear'sTouchingMoments#. In the sponsorship category, Wuling appeared at the Spring Festival Gala with masks printed with its brand logo and full of national style, and Yadea Guanneng M6 made a grand appearance as a "supporting guest performer".

Mercedes-Benz x Wong Kar-wai's Lunar New Year short film "Where the Heart Desires"

03. Women's Day

Brand media jointly lead the resonance of women

Judging from the high-frequency marketing words, "Goddess Day" has replaced "Women's Day". Brands use diversified media or self-created programs to integrate their own brand values ​​to promote the power of women.

Shiqu Insight Engine-Top 10 Popular Campaigns for Women's Day

Bananain invited new domestic product recommendation officer Li Jiaqi to lend his voice to jointly create the first brand film "The Antonyms of Girls", which encourages girls to be responsible for the world's aesthetics in an anti-routine way and triggers emotional resonance. PROYA and China Women's News jointly launched the theme event #Gender is not the boundary, prejudice is#. Tmall Supermarket has joined hands with many brands to launch the #姐答我的30+# themed event to explore the reality and ideals of women. Hangzhou Intime Department Store hosted a talk show for women in the department store industry to pay tribute to independent women.

A clip from Bananain Women's Day short film "The Antonym of Girls"

04. Spring Marketing

In line with spring elements, the brand is renewed and upgraded

In the beautiful and vibrant spring, many brands launch new spring-limited products such as cherry blossom models to attract consumers to try them. Some brands renew their brands and expand their audience through collaboration and cross-border cooperation .

Shiqu Insight Engine-Top 10 Spring Marketing Campaigns

After Xiaomi held its 2021 Spring New Product Launch Conference, it upgraded its brand identification system as a whole. The new LOGO attracted heated discussions across the Internet and received 760 million exposures. After Wuling released the three fashionable macaron-colored Hongguang MINIEV cars in avocado green, lemon yellow and white peach pink, it also crossed over with the fashion magazine ELLE to launch a fashionable makeup series, and invited Ren Min & Ma Boqian to interpret the sweetness of macarons to the end. Belle collaborated with new media artists to create the first innovative CG virtual fashion show in the domestic footwear industry, allowing young users to more intuitively experience the brand's new cool and elegant style.

Wuling Spring New Product Marketing

05. Youth Day & Mother's Day & 520

Young people are catching up with the national trend to show that the economy is booming

In May, brand marketing focused on "expression of love", with the largest number of brands having high exposure on the 520 node. Taking advantage of the opportunity of CCTV, Jiao Youth Day released its own #New Domestic Products Bottom Line Declaration#, cleverly integrating the brand concept into the atmosphere of the May Fourth Youth Node, demonstrating the power and responsibility of young domestic brands.

Shiqu Insight Engine-Top 10 Hot Campaigns in May

On Mother's Day, brands try to move away from the conventional topic of praising mothers and focus on parent-child growth, building a strong connection between products and parent-child relationships . For example, Yangshengtang's "Secrets of the Wardrobe" leads mother and daughter to explore each other's wardrobes. 520 is also known as the Love Confession Day. Brands launch marketing campaigns around love confessions. Discounts, promotions and limited products are the norm, and celebrity spokespersons are invited to attend offline events to attract fans.

520 Internet Valentine's Day hot campaigns

06. 618 Shopping Festival

Domestic cosmetics attract attention, and niche mobile phones are hot

As the biggest shopping festival of the year, more and more brand new products choose to explode into the circle during the 618 promotion period. In addition to Internet companies such as JD.com and Tmall, beauty and mobile phone brands have occupied the top 10 of this year's 618 popular campaign list.

Shiqu Insight Engine-Top 10 Popular Campaigns on 618

#PerfectDiaryLiuYu618# became the hottest campaign of 618 this year with 430 million exposures , surpassing a number of international brands, with Lancome following closely behind. The relatively niche IQOO, OnePlus and Realme phones received eye-catching high exposure.

Shiqu Insight Engine-#Perfect Diary Liu Yu 618# Campaign Trend

07. Olympics

Winter Olympics continues to see a surge in sports endorsements

Despite the epidemic, this year's Tokyo Olympics is still as popular as ever. The brand campaign's topics of cheering for Olympic athletes, their exciting wins, and the countdown to the Winter Olympics have attracted much attention. Mengniu took advantage of the Olympics to release the promotional video "Let the World See Our Strength" and the theme campaign of the same name, with exposure reaching 4.56 billion. Tmall Global has innovated its interactive gameplay and stimulated users’ enthusiasm for participation with the “International Good Products WOW Games”.

Shiqu Insight Engine-Top 10 Popular Campaigns in the Olympics

In preparation for the 2022 Beijing Winter Olympics, the marketing cycle around the Olympic theme has also been extended. Su Bingtian and Gu Ailing have been sought after by brands and have won a large number of brand endorsements, making them very popular.

Shiqu Insight Engine - In the past three months - Brand words related to Su Bingtian and Gu Ailing

08. Chinese Valentine's Day

Luxury goods are popular among celebrities, and celebrities are using the same items to help confess their love

The Chinese Valentine's Day has triggered a romantic economy, and brands have tried their best to "tease" consumers, gaining traffic and popularity through different forms such as gift box packaging, limited products, and celebrity-themed products . Among them, luxury brands teamed up with popular stars to gain a strong presence and received the highest exposure.

Shiqu Insight Engine - Top 10 Hottest Campaigns for Chinese Valentine's Day

PRADA has taken a different approach to music marketing, teaming up with spokesperson Cai Xukun to launch a new original music "You Know What I Want". Valentino and its spokesperson performed the Chinese Valentine's Day limited series in different scenes such as KTV, aquarium, and game hall.

09. Autumn and Winter Marketing

New products launched, peak season fashion war begins

In the golden September and October, many brands focus on launching new products through autumn and winter marketing. "The first cup of milk tea in autumn" has become a classic "Internet marketing" case.

Shiqu Insight Engine-Top 10 Hot Campaigns in Autumn and Winter

Meituan took advantage of the hot topic to turn the little ears into an IP and launched a series of activities, triggering a trend among young ladies to order "ears" for takeout. With the rise of domestic mobile phones, many mobile phone manufacturers have released new products in September to compete with Apple's autumn new products. Major clothing brands launched a "fashion war" in the autumn and winter, launching series of items to ignite enthusiasm in the consumer market.

Estee Lauder’s autumn campaign #翟晓闻秋日寻布朗#, with its relatively small investment and spontaneous sharing by netizens, achieved a high media delivery effectiveness index of 1.5.

Time Insight Engine - Estee Lauder #翟晓闻秋日寻布朗# Campaign Analysis

10. Double 11 Shopping Festival

Beauty products attract attention, mobile phones and home appliances rise

Double 11 is equivalent to the brand's year-end exam. New brands strive to stand out and even fight for survival, while old brands spread their power and gain exposure. The following is the brand campaign popularity list excluding Internet companies such as Tmall and JD.com.

Shiqu Insight Engine-Top 10 Hot Campaigns on Double 11

International beauty brands such as Estee Lauder, L'Occitane, Lancôme, and Shiseido were particularly eye-catching. The IQOO mobile phone became the hottest dark horse of this Double 11, with a campaign exposure of 440 million. As an e-sports mobile phone, its Double 11 sales ranked TOP2 in the Android category, and its volume and sales soared. It is worth mentioning that home appliance brands Bisheng and Fotile have been very popular this year with the support of popular stars, and digital home appliances have become the second hottest track after beauty products.

Bisheng Home Appliances and Fotile Double 11 Campaign

Summarize

As a super IP, festivals come with high traffic and become a key breakthrough point for brand marketing. In addition to conventional gift marketing and celebrity marketing, brands are trying to use new media and new cross-border innovations in holiday marketing. The Shiqu Insight Engine uses data to present the social campaign situation and competitive landscape to brands, helping to improve the quality and efficiency of brand marketing.

Author: Brand Space Station

Source: Brand Space Station