A complete guide to the June marketing calendar: Cover all the holiday hot spots to help you successfully leverage the momentum!

June is a month of festivals and business opportunities. From Children's Day, Dragon Boat Festival to Black Friday, to the topic marketing day of the college entrance examination and Father's Day, as well as the mid-year promotion of 618, each festival is a great opportunity for marketing. Xiaopai will summarize the elements, directions and precautions of each festival to help you find topic ideas.

1. National Festival

1. June 1st: Children’s Day

(1) Leverage elements and directions

Elements: childlike fun, parent-child, innocence, nostalgia, charity

direction:

• Touch consumers’ emotions and increase brand identification through stories and memories;
• Cross-border collaboration with other brands or IPs, emphasizing childlike fun;
• Use nostalgic elements to evoke consumers’ emotional resonance and enhance brand memory;
• Emphasize parent-child relationships and design activities or products that parents and children can play with;
• Initiate public welfare activities to help the growth of children in poor areas.

(2) Points to note when leveraging momentum

• Marketing content should fully consider children’s cognitive and emotional characteristics and avoid being too adult;
• While paying attention to children, we must also consider the needs and expectations of parents and design family-friendly interactive sessions;
• Focus on children's healthy growth in marketing activities and avoid excessive commercialization;
• Respect children's wishes and feelings in marketing activities and avoid forced consumption or excessive interference.

(3) Reference cases

KFC has teamed up with Pokémon to integrate classic Pokémon characters into food and interactive experiences. This collaboration aims to bring a unique holiday celebration to friends of all ages and to jointly awaken the innocence and happiness in their hearts.

Meituan launched an interesting advertisement, which, through four scenes, captured the moments when adults "can't" but children "can", conveying the joy of Children's Day to adults.

Yili Q0 Star Children's Milk Powder launched the "Yili Nutrition 2030 Mountain Eagle Growth Plan" to help the growth and dreams of the children of Baishuitai Primary School in Sanba Township, Shangri-La!

2. June 10th: Dragon Boat Festival

(1) Leverage elements and direction

Elements: tradition, culture, rice dumplings, dragon boats, mugwort, colorful threads, nostalgia

direction:

• Combine the traditional culture of the Dragon Boat Festival to create marketing activities with a festive atmosphere;
• Using the classic element of Zongzi, we launched special food and interactive games;
• Organize activities such as dragon boat races to enhance user participation and experience;
• Incorporate nostalgic elements to trigger consumers' emotional resonance and memories.

(2) Points to note when leveraging momentum

• Ensure that marketing content is consistent with the traditional culture and customs of the Dragon Boat Festival;
• Avoid excessive commercialization and vulgarity, and maintain a positive brand image;
• Focus on user participation and experience in marketing activities to enhance user stickiness;
• Pay attention to differentiation from competitors and highlight brand characteristics;
• Avoid over-consumption of the ancients and have a sense of boundaries.

(3) Reference cases

Starbucks "Star Ice Zongzi": Starbucks launched "Star Ice Zongzi" during the Dragon Boat Festival, a dessert in the shape of a rice dumpling that combines the characteristics of Starbucks coffee with the traditional elements of the Dragon Boat Festival.

During the Dragon Boat Festival, Yili integrated all its liquid milk brands and launched a creative new way to eat "milk dumplings". Through the short film "If You Go Home for the Dragon Boat Festival", Yili used the innovative element of "milk dumplings" to call on young people to bring their favorite delicacies home for the festival.

Wufangzhai and Xiaoguan Tea jointly launched the "Craftsmanship" customized tea rice dumpling gift box before the Dragon Boat Festival. One box contains flavors from both the north and the south, expressing the strong inclusiveness of rice dumplings.

3. June 16th: Father’s Day

(1) Leverage elements and directions

Elements: Fatherly love, family, gratitude, inheritance, gifts

direction:

• Through emotional stories, micro-films and other forms, touch consumers' emotions and inspire resonance with fatherly love;
• Emphasize the father's pursuit of life in the family and show the fit between the brand and the father's role;
• Design online and offline interactive activities with fathers to allow consumers to interact deeply with the brand and improve brand favorability;
• Combined with public welfare elements, it conveys the brand's sense of social responsibility and establishes the brand image.

(2) Points to note when leveraging momentum

• When expressing fatherly love, be sincere and truthful, and avoid excessive sensationalism or false propaganda that may cause consumers to be disgusted;
• Every father has his or her own unique characteristics and stories, and brands should respect individual differences and avoid generalizations or stereotypes;
• When leveraging Father's Day for marketing, we should focus on the combination of creativity and emotion, and attract consumers' attention and resonance through unique creativity and profound emotional expression;
• Use social media, short video platforms and other channels to increase exposure and participation in marketing activities;
• The content and form of brand activities should be consistent with the tone of Father's Day and convey an atmosphere of warmth, gratitude and affection.

(3) Reference cases

Heilan Home launched a series of marketing activities called "Father's Happiness" during Father's Day. They traveled to many cities, interviewed fathers from all walks of life, and recorded their ordinariness and happiness.

Through its copywriting, Gujing Gongjiu expresses the theme of having a good drink with father on Father's Day, expressing the love for father that is not expressed out loud through wine, leaving a memory of the connection between "good wine" and "time" in the minds of consumers, and conveying the brand appeal of "giving father a glass of good wine on Father's Day."

Tmall launched a heartwarming short film to remind everyone not to forget to save some budget for dad during 618. The short film tells how a father, as a father, budgets carefully and supports a family with his own hands. Fatherly love may seem rough in daily life, but in fact, more delicate and true love is reflected in the father's account book.

2. Topic Marketing Day

1. College entrance examination date: June 7-8

(1) Leverage elements and directions

Elements: inspiration, blessing, knowledge, future, dream, youth

direction:

• Publish inspirational and blessing content to build emotional resonance with candidates and parents and spread positive energy;
• Provide knowledge points, test preparation skills and learning resources related to the college entrance examination to help candidates improve their scores;
• Describe a beautiful blueprint after the college entrance examination and inspire candidates to have a vision and expectation for the future;
• Cooperate with educational institutions, schools or brand ambassadors to launch activities or products to support the college entrance examination;
• Design online interactive activities to encourage candidates and parents to participate and enhance brand exposure.

(2) Points to note when leveraging momentum

• The college entrance examination is an important moment for candidates and their parents. Brands should avoid excessive marketing or hype to avoid putting pressure on candidates.
• While taking advantage of the college entrance examination, brands should highlight their own characteristics and values, combine them with the college entrance examination theme, and form a unique marketing style;
• Brand marketing activities should focus on combining creativity and emotion, impressing consumers through elements such as stories and emotions, and improving marketing effectiveness;
• Choose appropriate communication channels and methods to improve the coverage and communication effect of marketing activities. At the same time, pay attention to consumer feedback and adjust and optimize marketing strategies in a timely manner.

(3) Reference cases

Meituan takes "candidates can also check for omissions and fill in the gaps on the road" as its starting point, and sticks subject knowledge points on the errand box, turning the Meituan errand box into a walking knowledge point, helping candidates to check for omissions and fill in the gaps and consolidate their memory at any time.

Pizza Hut has teamed up with the "Nan Kong Grandpa" IP to create the "Win Every Exam" series of activities. While attracting young people to pay attention to Chinese Confucian culture, it also conveys an optimistic, calm and confident mentality and spirit to consumers, helping "victorious youth" to win every exam.

Wanglaoji and Baidu have jointly launched the first set of "College Entrance Examination AI Simulation Papers" in history using the Wenxin Big Model capabilities.

2. June 18th is 618 e-commerce marketing day

(1) Leverage elements and directions

Elements: promotions, discounts, shopping sprees, quality life, technology experience, social interaction

direction:

• Attract consumers to participate in the 618 shopping spree through promotional means such as big discounts, full discounts, and coupons;
• Integrate the latest technological elements, such as live streaming, AR/VR shopping experience, etc., to enhance the shopping experience;
• Through interactive activities on social platforms, we can increase consumer participation and stickiness and expand brand influence.

(2) Points to note when leveraging momentum

• The preferential policies should be attractive, but also ensure the profit margins of merchants and avoid excessive competition leading to market chaos;
• During the promotion period, the quality of the goods cannot be reduced to ensure that consumers purchase high-quality products;
• Interactions with consumers should be sincere and interesting, avoiding excessive marketing or false propaganda that damages the brand image;
• Cooperation with brands or IPs should achieve a win-win situation, ensuring that both parties can benefit from it, while avoiding over-dependence on partners and maintaining the independence of the brand.

(3) Reference cases

Tmall’s 618 price low is approaching, and the advertisement cleverly uses the natural phenomenon of tides, using “low tide” to imply low prices. Combined with the brand message of “massive low prices”, the advertisement uses the cat head as a communication medium to convey the low-price selling point of the 618 promotion, allowing the audience to feel Tmall’s thoughtfulness and sincerity while enjoying the shopping spree.

Xiaomi takes "quality life" as its theme, using the little details in life to show how technology improves life, and the state of mind has also changed.

NetEase Yanxuan carried out reverse marketing during the 618 shopping event, talking about "returns" instead of "selling goods", explaining that "if you don't like it, just return it", giving consumers a "proof" of product quality.

3. Solar terms and festivals

1. June 5th: Grain in Ear

(1) Leverage elements

Farming, harvesting, farming culture, summer health, green plum wine

(2) Direction of leveraging momentum

• Integrate farming culture, tell stories of farming and harvesting, and convey the close connection between the brand and nature;
• Launch products or services related to summer health, such as dehumidification, anti-mildew products, summer refreshing drinks, etc.;
• Combined with the Grain in Ear customs, such as cooking green plum wine, to launch related theme activities or products;
• With the help of the Grain in Ear solar term, we promote the concept of healthy living and advocate a green and environmentally friendly lifestyle.

(3) Reference cases

Ele.me proposed the concept of "Don't Plant Blindly in Grain in Ear", and launched the advertising film "Don't Plant Blindly in Grain in Ear" by combining homophonic puns with the seasonal significance of the Grain in Ear solar term itself.

Anmuxi uses the "mango" in "mango flavor" as a link to market mango-flavored yogurt during the Mangzhong period, cleverly combining product characteristics with the solar term culture.

During the Grain in Ear solar term, Buick launched a series of marketing activities with the theme of "Sowing Hope", inviting consumers to participate in planting activities such as planting green plants and crops through a combination of online and offline methods.

2. Summer Solstice, June 21

(1) Leverage elements

heat, sunshine, summer style, long days, cool, health

(2) Direction of leveraging momentum

• Take advantage of the long days to create brand-related nightlife or outdoor activities;
• Highlight the cool elements of summer and launch products or services suitable for summer;
• Combined with summer health knowledge, it conveys the brand concept of healthy living;
• Take advantage of the warm and energetic atmosphere of summer to carry out brand publicity or product promotion.

(3) Reference cases

Ele.me created a creative short film based on the ancient Chinese meaning of the summer solstice: "summer is big, and solstice is extreme". The short film extends the meaning of the summer solstice to "everything grows", making the sun, roads, and watermelons in daily life grow bigger, conveying the feeling of the unbearable outdoor heat when summer arrives, and arousing resonance among users.

Oriental Leaves released a short film. The short film links summer elements, such as the bright sun, the chirping of cicadas and the clear lake water, and naturally brings out the new Black Oolong product as the summer atmosphere spreads. Oriental Leaves conveys the new Black Oolong product to the viewers through poetic and delicate pictures.

Haier created a scene that is both cool and warm, centered on a girl and her cat resting in a refrigerator.

IV. Summary

The above are the marketing hot spots and cases in June compiled by Xiaopai for everyone~

Festival marketing requires accurate grasp of festival characteristics and advance planning of strategies. The focus is on creative content, interactive experience and social communication to attract user participation. At the same time, time nodes should be arranged reasonably to ensure that event promotion is synchronized with the festival atmosphere, thereby increasing brand exposure and user stickiness.

Remember these marketing nodes and let June be better to you~

Author: Tan Wanxiang;

Official account: Operation Party (ID: yunyingpai666)