August Marketing Calendar | Master new marketing ideas and seize the market in advance

What kind of marketing will make your product stand out? This article sorts out the relevant ideas and reference cases for August marketing to help you quickly solve marketing problems and inspire creative inspiration. Let's take a look.

August is coming. In the summer breeze, we listen to the sound of the changing seasons and prepare for new challenges and opportunities. Next, let's take a look at the important nodes in August that cannot be missed. Let's take a look at the hot materials collected by Xiaopai in August and prepare for the subsequent marketing~

1. National Festival

1. August 1st: Army Day

(1) Leverage elements and directions

Elements: 8.1, salute, soldier, patriotism, motherland, protection, safety, solemnity

direction:

• The brand should convey positive energy, express gratitude to the soldiers and promote patriotism.
• Combine festival elements with brand elements to deepen the memory.
• Brands can use the image of soldiers defending their country to express their determination to serve users and express their stance to consumers.

(2) Points to note when leveraging momentum

• Brands need to respect history and culture and should be respectful and reverent when conducting marketing activities, avoiding any behavior that could be seen as disrespectful or frivolous.
• Brands should focus on expressing respect for soldiers and patriotism, and avoid excessive commercialization and entertainment.
• The message conveyed by marketing should be positive.
• The image of the military and soldiers must not be damaged.

(3) Reference Cases

Mengniu put some clever ideas on the word "army" by adding its own iconic element "cow", which not only conveyed the meaning of paying tribute to the most powerful heroic army, but also promoted the brand.

Uxin Used Cars, the red background of the poster looks solemn, and behind the city pattern is the big word "August 1st", which shows the contribution of soldiers to the development of our country's cities. At the same time, the element of automobiles is added, which is in line with the brand image.

The skincare brand Chunji uses the homophonic puns of "jun" and "ji" to convey its brand concept and efficacy to users. Soldiers protect national security, and Chunji protects our pores. At the same time, the brand has made clever use of the commemorative number 94 and put brand products on it, which is easy to leave an impression.

2. August 10th, Chinese Valentine’s Day

(1) Leverage elements and directions

Elements: pink, sweetness, love, confession, romance, heartfelt

direction:

• Brands can encourage consumers to express their love bravely and help them express their inner emotions through products or services.
• Design activities suitable for users to participate in and interact effectively with users.
• Incorporate traditional cultural elements of Qixi Festival into product design or marketing activities.
• Think in reverse and focus on the single group.
• Impress users with sincere content and trigger emotional resonance among users
• Brand CP cross-border collaboration to create interesting gameplay

(2) Points to note when leveraging momentum

• The content of brand activities should be in line with the festive tone.
• Avoid reinforcing gender roles and expectations in marketing, and advocate equal and healthy concepts of love.
• Brands should pay attention to the audience's emotions and not promote products or services in a blunt manner.
• Do not use vulgar, kitsch or offensive elements to attract the audience's attention.

(3) Reference cases

KFC joins hands with Kuaishou to provide everyone with sweet assistance on the Chinese Valentine's Day. They cross-border co-branded and created interesting gameplay, using the homophonic pun, "You are my treasure", which is tied to the concept of the Chinese Valentine's Day. Eating burgers with your treasure on the Chinese Valentine's Day is fun and impressive.

Meituan produced a short film titled "Your Little Love Matters, Our Top Priorities" for its errand service, showing how Meituan riders provide thoughtful services for the little details of love. The short film collects real voice calls between the recipient/collector and the errand boy, and tries to show a series of love stories from daily life through the details of love in the instructions given by different users to the errand boy. The film perfectly interprets the marketing method that closely combines festivals, brands, and consumers.

Liangpinpu has linked the Chinese Valentine's Day with its own products. Strawberries are as sweet as love. Couples sit on heart-shaped strawberries. The heartbeat of love is accompanied by the sweet and sour strawberries. The romance and sweetness have touched the hearts of netizens and demonstrated the sweetness and love of the Chinese Valentine's Day.

HEYTEA cooperated with Vincent Fang to launch a co-branded milk tea "Sky Blue Rain" on Chinese Valentine's Day. At the same time, limited packaging and peripherals with Chinese Valentine's Day characteristics were customized, including a Chinese Valentine's Day love poem written by Vincent Fang to HEYTEA, a "Chinese Valentine's Day limited sachet", and an ancient style small umbrella; holding up an umbrella for milk tea, making milk tea also a "person in the picture" under the sky blue rain. This created a Chinese romantic atmosphere for consumers on Chinese Valentine's Day.

3. August 18th: Ghost Festival

(1) Leverage elements and directions

Elements: Night, safety, sky lanterns, longing, awe

direction:

• Brands can market the idea that their products are “safe” to suit their brand philosophy.
• You can use cartoon elements to help people relieve their fear of the festival.
• You can use traditional cultural elements to promote your products.

(2) Points to note when leveraging momentum

• Brand marketing should be extremely cautious during this festive period.
• The marketing atmosphere should be serious and profound, and should not cross the line.
• Brands must fully respect cultural traditions and social sentiments.

(3) Reference cases

Meituan Youxuan launched a short film "Eating Well, a Major Event in Life" during the Ghost Festival, which tells a story about the relationship between a father and a daughter and eating well. The brand's move is to hope that everyone can cherish the person around you who often says "eat well" to you, and please don't forget that the deceased also hopes that you can eat well every day.

Behind every "eat well" is unexpressible love and protection; secondly, to indirectly promote its own business, Meituan Youxuan has officially launched the "arrive tomorrow morning" service, and we hope that you can have a good meal today, tomorrow and every day.

Durex links its product image with traditional sacrificial supplies. At the same time, the brand's concept of safe products is consistent with festival marketing language, which vividly promotes the brand image.

360 Security Guard, as a computer security auxiliary software, its concept is safety. It is very reasonable to remind everyone to pay attention to safety during the Ghost Festival. This not only conveys the brand concept to users, but also shows the company's care.

2. Solar terms and festivals

1. August 7th: Beginning of Autumn

(1) Leverage elements

Elements: yellow, maple leaves, harvest, milk tea, autumn fat

(2) Direction of leveraging momentum

• The poster is beautiful and the copy is inspiring
• Can be associated with health and food products
• Combined with the traditional cultural connotation of Liqiu

(3) Reference cases

Liangpinpu, using the folk saying "the beginning of autumn makes you fat" to promote its product pork jerky, also tells people the arrival of the beginning of autumn through the beautiful autumn scenery.

Six walnuts use the beginning of autumn, the time of walnut growth and harvest, to promote the good quality of the raw materials of the product and convey the brand concept indirectly.

Ele.me launched a collection of poems for the Beginning of Autumn at the beginning of autumn, with the promotional copy being "The first cup of milk tea this autumn is drunk while sipping poetry." Using the hot topic of the first cup of milk tea in autumn for marketing, open Ele.me and order a cup of milk tea for the people you care about.

2. August 22: End of Heat

(1) Leverage elements

Elements: memories, lingering summer, coolness, harvest

(2) Direction of leveraging momentum

• Related to food products.
• Use traditional customs and cultural connotations to promote.
• Create a cozy and warm autumn atmosphere.

(3) Reference cases

Didi Chuxing uses the traditional customs of the beginning of heat to express its brand concept that Didi Chuxing will accompany everyone. On the day of the beginning of heat, people usually release river lanterns, which represent people's hope to smoothly pass the difficult stage of life and welcome a better future. The car in the poster is transformed into a river lantern, lighting the road ahead and accompanying us to a new stage of life.

Xibei, summer will pass, but deliciousness will never pass. It connects the season with its own brand to stimulate emotional resonance among the audience.

McDonald's takes advantage of the fact that fish are plump during the Beginning of Autumn to promote seasonal foods and attract consumers to buy them.

3. Summary

The above are the marketing hotspots and cases in August that Xiaopai has compiled for everyone~ There are many popular nodes in August, including Army Day, Chinese Valentine's Day, Ghost Festival, Beginning of Autumn and End of Heat. Among them, brands should pay special attention to the marketing of Army Day and Ghost Festival to avoid bad language and over-commercialization.

Brands cannot market just for the sake of marketing. Some inappropriate marketing festivals can also be abandoned as appropriate. After all, what suits you is the most important.

Remember these marketing nodes, let us prepare for August together~

Author: Xiao Jing

Official account: Operation Party (ID: yunyingpai666)