CBC rule of holiday marketing: How to follow the hot topics of Mother’s Day and Children’s Day?

"Every time a festival comes, copywriters worry about hot topics, and they put white silk in their black hair." This is no exaggeration to describe the status of copywriters of major brands before the festivals. The marketing and public relations departments of many companies are a bit lazy. Basically, they just put up a holiday-related picture, add their own product picture or logo, and let people know who posted it. Therefore, you will often see some case analysis self-media that will release a collection of holiday marketing posters of many brands for every holiday. Some of the copywriting is very good, while others are relatively low.

Festival marketing is a marketing activity in extraordinary times. It is a special activity different from conventional marketing. It often exhibits the characteristics of concentration, suddenness, abnormality and scale. But how could just a few festivals in a year be enough? So Jack Ma created Double 11 and Double 12, and there are even various themed festivals on the Taobao platform all year round. Later, more and more brands created their own festivals. Xtep designated March 21 as Running Festival, 58 Daojia designated May 8 as Lazy Man's Day, JD designated June 18 as JD's store anniversary, and even designated the entire June as JD's carnival.

Traditional holidays seem to be relatively "calm" to some extent, and people need a fresh excuse to get everyone excited, which is also a big reason why holiday marketing can attract consumers.

During the festival period, market competition becomes extremely fierce and demand is strong, so festival marketing activities require companies to not only quickly launch marketable products and set attractive prices, but also make it easy for target consumers to obtain the products they need.

At the same time, companies are also required to take the opportunity during the festival to strengthen or reshape their new image in the market, design and promote products with novel and unique appearance, and use certain tools or activities to fully disclose and display the information that the products and brands need to convey during special times (festivals) and special places, so as to create extraordinary scale consumption.

Either create a festival or take advantage of the festival popularity. Anxious brands, how should they do marketing? In the second issue of the Hotspot Study Club, I will share with you the CBC rule of festival marketing. Later, I will conduct in-depth research on individual festivals and gradually launch "Insider Reference on Festival Marketing".

The first C stands for CONTENT. It includes three aspects: important festivals and characteristics, popular elements, and content forms.

1. Important festivals and features

The marketing and public relations industry releases a public relations calendar every year, displaying the important festivals and marketing points of the new year in the form of a calendar. Many small international festivals are treasure troves waiting to be developed, but important global festivals are still an important battlefield for big brands and new Internet brands to find their presence.

2. Hot-selling elements

When doing any marketing, you have to study the hot spots, just like when giving a speech or telling a crosstalk, you have to plan the funny and boring moments. I have analyzed some key points and areas in my article “How to Create Hot Events”, but some of them are suitable for hype and not suitable for public display for holiday marketing. Today, let’s look at the popular elements that are suitable for taking advantage of holiday trends from another dimension.

3. Content format

What we and our executives are good at determines the format of our content. Some are copywriting masters, some come from the film and television industry, and some have a technical background. These all determine what format of content we can produce, rather than just doing whatever is popular. Unless it is in the form of cooperation to find suppliers, if the marketing and public relations department does it itself, it is better to choose the field in which they are good at.

The second B stands for BRAND: brand. It includes two aspects: product elements and brand types.

1. Product elements

In-depth analysis of product elements determines the source of creative ideas. We hope to be able to link a certain element of the product with the festival, so as to see the big picture from the small and have far-reaching meaning.

2. Brand Type

Brand types come from different dimensions, and the brand marketing tone of each industry is different. Making horizontal and vertical comparisons will help us find some new ideas.

The third C stands for CHANNEL: communication channel . Good content and a good brand, combined with an important festival, what channels should be used to spread them.

After talking about the CBC rule of holiday marketing, let’s take a look at some classic holiday marketing cases .

【Father’s Day】

Gillette India 'Shave with Dad' campaign

CBC rule related: product features + emotional appeal

【520 Festival】

BMW "Dare to Act" Music Show Live

On 520, BMW and Tencent jointly launched the "LiveMusic" live show, inviting big-name singers such as Dou Jingtong, Xu Wei, Tan Weiwei, Black Panther Band, Yuan Yawei, Pu Shu and others to sing and confess their love; at the same time, the artistic director of the opening and closing ceremonies of the London Olympics, Mr. Mark Fisher, personally took charge of creating the "Dai Show Theater" to open the show, which ignited the whole audience.

CBC Law related: Celebrity participation + new content formats

Rejoice plays with male sex marketing and gives you a VR boyfriend

Rejoice pushed "My VR Boyfriend Yang Yang" on the homepage of Taobao. The highlight is that by wearing the free VR glasses and clicking on the panoramic VR video, you will open the virtual reality of walking into Yang Yang's room, which is very realistic. In this battle, Rejoice combined VR technology and played with the fan economy , converting celebrity fans into brand fans and driving product sales, playing a multiplier role and is worth learning from.

CBC Law Related: New Technology + Star Drive

【 Children’s Day 】

Tmall Memory Supermarket: Children's Day in the Hutong

Pop-up stores are common, and most of them are just to take advantage of the popularity and create hype. However, Tmall took advantage of the Children's Day, a holiday celebrated by the whole world, to launch the first Memory Supermarket, which sold out the entire store as soon as it came out. It is the memory of a generation.

CBC rule related: product features + emotional appeal + small offline scenarios

Xiaomi, the black technology that all adults need

1. 1 On the same day, Xiaomi’s official Weibo account released a short video comparing the imagination of adults and children.

Question 1: What will the air purifier look like in the future?

The adult replied: It can be crystallized into a chip and implanted in the nose.

The child replied: If it is made of glass, close the window immediately if there is any pollution.

Question 2: What will alarm clocks look like in the future?

The adult replied: It is implanted in the bedside table, and you can have any ringtone you want.

The child replied: Turn into a chicken, crow in the morning, and if you don’t wake up, it will run over and sprinkle water on your head.

Question 2: What will mobile phones look like in the future?

The adults answered: A miniaturized computer that can be projected onto the skin with just a bracelet.

The child replied: It’s made of ice cream. It can take me into space and transport me to any place.

CBC rule related: product features + emotional appeal + new technology

McDonald's : Rock, Paper, Scissors, Win, Get Free

This is an activity launched by DDB Peru for McDonald's during Children's Day. It is very simple. During Children's Day, users who order food can play rock-paper-scissors with employees. If the customer wins the McDonald's employee, he or she can take the food away for free.

CBC rule related: free hot elements + interesting content

【618】

JD.com charters subway

According to Baidu Encyclopedia , JD.com has been operating the 618 event since 2010, and the scale and investment have been gradually increasing every year. It is not difficult to see that the reason why "618 Party On" in 2015 was so eye-catching among many e-commerce festivals is inseparable from JD.com's years of hard work. JD.com has chartered the Ningbo Metro, allowing the "Train No. 618" to run between stations. The ubiquitous Party On in the carriage allows passengers to feel the carnival atmosphere of 618 in advance.

JD.com and Tmall have created their own shopping festivals to help consumers form a brand impression and generate a strong market presence. This is also why during the 618 and 1111 periods, everyone stopped touting how low their prices were, and instead used various marketing events and social media to promote their logistics capabilities, after-sales guarantees, etc.

CBC rule related: hot selling elements + content marketing

【Teacher's Day】

What should I do if my head teacher suddenly wants to add me on WeChat ?

What are you most afraid of when studying? Of course it’s the head teacher! What should you do if your head teacher suddenly adds you on WeChat?

@People's Daily has a deep insight into this point. The H5 is quite vivid and the H5 creativity is very good.

CBC rule related: product features + content form

【 Mother’s Day 】

Behind every Olympic hero, there is a strong mother

With 100 days left before the Rio Olympics, P&G launched a global brand promotional video with the theme of "Thank You, Mother". Because it is close to Mother's Day, this commercial can also be regarded as P&G's Mother's Day marketing .

Industry insiders analyzed that male consumption is rigorous and conservative, while female consumption is mostly impulsive, accounting for half of online consumption. As a result, many companies have targeted women as their core consumer group, and various consumer promotions targeting women have emerged one after another.

CBC Law Related: Emotional Elements + Content Form

【Qixi Festival】

Once you get on the Durex , you can't stop

Durex's copywriting is always clear-cut, unique, and full of "dirty" creativity. Once you get on the train, you can't stop at all! On midnight on Chinese Valentine's Day, a string of dirty symbols was sent to netizens.

CBC rule related: festival characteristics + product elements + hot selling elements

User participation, creative activities, cool new technology, leveraging popular trends, combining brand characteristics, etc. are all important factors for successful holiday marketing.

Many brands want to create festivals, but are limited by platform and financial strength. Many artificial festivals are still relatively small circles and have not evolved into an important annual node. Of course, creating a festival is not something that happens overnight. Double 11 went through four or five years of internal incubation before gradually rising to the level of interaction between TV and the Internet and becoming an important man-made festival.

I am very much looking forward to seeing which brands, platforms and content organizations can work together to create a global carnival festival on April Fools' Day and Christmas , two important traditional festivals.