Spring marketing: Which brand comes out on top?

In spring, everything comes back to life, and the spring marketing war between brands is intensifying. This article deeply explores how brands such as Yili, Ele.me, and Bulubuting take advantage of spring to stand out with unique marketing strategies. By integrating with popular elements, building new marketing scenarios, and integrating traditional culture, it solves the way for brands to break through in spring marketing and provides readers with practical marketing strategies and ideas. It is suitable for people who pay attention to brand marketing.

Spring is here, flowers are blooming, everything is coming back to life, and as the temperature rises, consumers' attention to spring has reached a peak. Consumers' attention is the marketing tendency of brands, so the spring marketing war among brands has gradually begun. In this spring marketing war, which brand stands out? Let's take a look.

1. Brand competition, which brand is better?

Wherever consumers pay attention, there is consumption boom, and that is where the brand's marketing will also be.

1. Yili: Leveraging cultural and tourism IP

The charm of outdoor elements is not only that, but also can relax people's tense nerves and make them feel relaxed. In popular urban marketing, brands combine the city's humanistic elements full of fireworks with the brand's communication appeal, relying on the charm of the characteristic cultural and tourism IP itself, continuing to provide emotional value for young people and bringing more long-term traffic power to the brand.

For example, Yili has focused its marketing efforts on the Wuyuan Rapeseed Flower Festival, allowing consumers to enjoy the spring limited edition in the sea of ​​rapeseed flowers and appreciate the beauty of the season, making the most of the spring and the years.

The city's cultural and tourism IP, spring marketing and brand can be well combined together. The city's famous elements can also be used to endorse the brand, such as the cherry blossoms at Wuhan University, the peonies in Luoyang, the spring flower market in Guangzhou, etc. One flower, one city and one brand are combined together to form a new memory point. The public's life and spiritual needs are used as the fulcrum to achieve the bundling of spring elements, city marketing and brands, making the marketing more memorable.

2. Ele.me: New products for Jingzhe Festival

Focusing on the marketing of outdoor and one flower and one city, the focus is on the humanistic scenery and natural landscape. The traditional solar term culture has a strong cultural heritage, and its profoundness and breadth are self-evident. Knowing how to integrate solar term culture with the brand can give the brand cultural connotations and realize the dissemination of traditional culture. In addition to helping the wider inheritance of culture, it consolidates and deepens the brand imprint, and also brings traffic to the brand, making its hot search temperament stand out. For example, among the 24 solar terms, Jingzhe represents the state of germination and growth of natural organisms affected by rhythmic changes. The emergence of this solar term heralds the rebirth of things. Ele.me uses Jingzhe for marketing. According to the "spring thunder scares all insects" and the custom of eating insects in the Dai villages in Yunnan, it released a short film "Insects Start Jingzhe" during the traditional season, allowing the public to connect people's eyes with brands and folk culture while enjoying the gifts of nature.

Taking advantage of the colorful changes brought by the spring season, the brand impacts the consumers' eyes, stimulates the public's taste buds, and pushes folk culture to the forefront, bringing a hearty marketing experience; some brands combine the city's characteristics with the brand, realizing the binding of the city, brand and popular marketing methods; at the same time, some brands also take advantage of consumers' yearning for outdoor elements, using WalkCity, camping, picnics and other marketing methods to create a more comfortable communication atmosphere. Brands use the opportunity of selling spring to recommend new products, use joint marketing methods to open up the consumer market, and help brands go viral.

3. Keep moving: focus on the outdoors

With the return of spring, various outdoor activities such as camping, cycling, hiking, and mountaineering have become popular on social media, and more and more people are choosing short-distance travel, resulting in special forces travel, lightweight tourism, knowledge tourism, mutual aid tourism and other new ways of travel.

In order to leverage the user base, brands began to focus on the outdoors. In a specific outdoor environment, consumers' deepest desires are often awakened. Therefore, brands focus on popular travel methods, integrating product usage scenarios with immersive outdoor experiences, creating a strong connection between product experience, outdoor scenes and consumers' minds, deepening user memory and achieving unexpected communication effects.

For example, in the spring clothing copy of Bu Lu Bu Bu, the brand linked seasonal items with outdoor elements, providing a more comfortable wearing experience and a more relaxing leisure method, thus constructing the core appeal of the copy.

2. With so many marketing campaigns in spring, how can brands stand out?

After looking at the spring marketing of these brands, it is not difficult to find that the seasonal limited marketing created by the brands has obvious characteristics, with the empowerment of popular elements, the introduction of new marketing scenarios, and the blessing of traditional culture, achieving a limited effect that is timely, appropriate and scarce, increasing consumers' desire to buy and stimulating people's favorability and freshness towards the brand.

1. Integrate with popular elements to make seasonal products more topical

Seasonal products are inherently scarce and unique, and spring represents rebirth, recovery, and beauty. The brand linked popular elements with the beautiful spring, which attracted consumers' attention and brought high attention and discussion to the brand in a short period of time, which quickly increased the topicality and discussion value of marketing, and invisibly refreshed users' cognition and memory of the brand, brought more traffic to the brand, and expanded the scope of marketing dissemination.

2. Build new marketing scenarios and increase interactivity with more engaging content

By creating an immersive experience environment, such as outdoor elements that focus on slow life, urban cultural tourism IP, and WalkCity, we have built an attractive new marketing scenario, created a more relaxed atmosphere for consumers, and increased interactivity with more immersive content, allowing people to feel the charm of the brand while increasing the interactivity of marketing, thereby attracting more people's attention and participation, and subtly increasing the charm of the brand.

As for how to create new marketing scenarios to create a more immersive interactive experience and make consumers willing to participate in it, this may be the key to the success of limited marketing.

3. Integrate traditional culture to make the content traceable and meaningful

Popular elements give content heat, and new marketing scenes have a stronger sense of immersion. The integration with traditional culture can make marketing more meaningful and profound. We dig out elements that match brand concepts and product characteristics from solar terms culture, folk customs, traditional crafts and intangible cultural heritage to achieve marketing innovation, and combine marketing demands with more storytelling expressions, so that people are attracted by the content created by the brand and feel the charm of traditional culture, making brand marketing more in line with modern aesthetic needs and enhancing the artistic expression of marketing and the cultural connotation of the brand. Guided by traditional culture and with consumers as the protagonists, we break the barriers of traditional scenes, stimulate brand vitality with more personalized colors, and make marketing perceptible and unique.

Final Thoughts

If you want to take advantage of the scarcity of spring marketing to reap traffic dividends and drive consumption, you need to provide content, experiences, gameplay, etc. that the public is interested in, make the freshness attractive, make the creativity retain users, and make the immersive experience drive purchases. This may be the code for the long-lasting traffic of spring marketing.

Author: Mr. Bingfa

Source: Marketing Strategy "(ID: lanhaiyingxiao)"