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汗纳迪姆
Aug 03, 2022
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The Qixi Festival that just passed has become a "legal festival" for couples. Brand owners also regard it as a major marketing node, and do their best to attract consumers. However, this has also led to the increasingly serious homogenization of the content and form of Qixi marketing. So, what kind of fancy marketing did the brands do in this year's Qixi Festival marketing? If you still want to enjoy the dividends of Qixi Festival marketing, what should you do? 1. Qixi Festival, the carnival between 618 and Double 11 Although the Qixi Festival has different traditions and connotations from the Western Valentine's Day on February 14, it seems that the marketing methods adopted by the brand are inseparable from several fixed routines. Looking back on this year's Qixi Festival, Morketing summarized the five most common marketing methods. Method 1: Tanabata limited series products LV, Dior, Celine, BV and other big names have launched Qixi Festival limited bags, Cartier and Tiffany have launched Qixi Festival necklaces; Givenchy has launched limited couple bracelets, and Dior has launched couples water cups. Luckin launched the Qixi Festival-limited telemarketing list "Rainbow Latte CP" and a series of peripheral products in cooperation with Line Friends. In addition, the game industry also joins in the fun. "Honor of Kings" has launched a Qixi Festival-limited skin, and "Fantasy Westward Journey" has launched Qixi Festival auspiciousness. Method 2: Short films of Qixi Festival "Love Story" and "Love Viewpoint" From 2019 to this year, Chanel has invited Liu Wen and Jing Boran to shoot the Qixi Festival blockbuster for three consecutive years to explore what love is; Huaxizi combined the form of shadow puppetry to launch the animated short "Zhang Chang Thrush", telling the love story of ancient China. At a certain level, videos can carry a larger amount of information and more intuitively reflect the brand attitude. Therefore, brands also like to use this method to combine products, festivals, brand culture and value. Method 3: Tanabata Love Story However, the production of commercials by brands requires more budget and thought. Therefore, on the Qixi Festival, some brands have taken a different approach. For example, NetEase Cloud Music, which often relies on H5 copywriting to go out of the circle, has planned a wave of "earth-flavored love words translator", which follows the style of healing. Michelle Ice City launched the "Wan Ping Show Me Love" campaign, welcoming "honey fans" to make a declaration of confession on the Chinese Valentine's Day on Weibo, and will broadcast the selected "honey fans" love stories on TVs in Michelle Ice City across the country . Method 4: Cross-border joint name In addition to local love words, this year's Qixi Festival is still indispensable for "cross-border cooperation". This year's Qixi Festival, some online brands and offline brands talked about "cross-dimensional love". Jewelry brand I DO teamed up with the mobile game "New Douluo Continent". In the game, a custom diamond ring was specially created for the characters Tang San and Xiao Wu, and an offline themed cooperation store was opened offline; the national K song and happiness cake are online. The online K-song activity of "Love TA Sings Out Loud" was launched on the Internet, and the "Happy K-Song Store" was also launched offline, as well as the co-branded cake "K-Song Sweetheart". Method 5: Discount promotions On the other hand, a more down-to-earth approach than earthy love words is to directly promote products and make a wave of sales through the heat of the festival. During the Qixi Festival, Durex launched the second half-price event for popular products; some Convenience Bees created Qixi Festival-themed shelves, displaying wine, chocolate, candy and other products, and gave a certain amount of activity.
Tanabata marketing "involution" to deformation
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