3 ways to market after the holidays

How to do an excellent brand marketing during the holidays? The author analyzes the post-holiday marketing of Xianyu, Taobao and Ele.me, and analyzes the success points. I hope it will be helpful to you.

The consumption boom during the holidays gradually subsides after the Spring Festival, and people gradually return to their daily lives.

There is still a full month to the next festival. What can brand marketing do during this period?

You might as well try approaching it from the perspective of "blood recovery", perhaps a new chemical reaction can be generated.

We have summarized 3 reference ideas, hoping to bring you new marketing inspiration.

1. Xianyu: Xianyu Fusuji

After the Spring Festival, it is the peak period for workers to return to work. Everyone has "new hopes" and "new trends". At the same time, they will subconsciously use the methods of "discarding old things" or "purchasing new items" as a sense of ritual to start the new year.

On the first day back to work, Xianyu contracted the core transfer subway stations in major cities to create "good luck in opening" scenes, using immersive scene experiences to amplify the positive psychological implications of "good luck in opening" and winning the jackpot.

In traditional Chinese concepts, the "first order of the new year" not only means a "good start", but also brings "good luck" to the year.

By emphasizing with sentences such as "Good luck in opening the business" and "Congratulations to XXX for selling the first order of the new year on Xianyu", this psychological suggestion is cleverly completed, implanting the idea of ​​"go to Xianyu after the holiday" into the minds of users.

In addition, the end of the Spring Festival holiday is also the key to "recovering the wallet". Using Xianyu as a bridge to circulate idle items, young people can also achieve a rich life from wallet to life and then to happiness, laying a good foundation for the new year. From this perspective, the "Xianyu Recovery Season" is also meeting consumers' basic needs of "clearing idle items" and "recovering blood in time".

In addition, Xianyu also realized that this generation of young people have the habit of buying scratch cards or lottery tickets to "change their luck" when "good things happen" or "feeling bad", and linked it with the brand.

From February 24 to March 4, users who post their unused items will have a chance to win scratch cards and lottery tickets for free. Selling unused items that take up space and gather dust can not only "make money back", but also win lottery tickets and "win the jackpot", which really hits the heart of young people.

On the one hand, this incentive method encourages people to list their unused items on Xianyu. A good start for the new year starts with "listing" on Xianyu.

On the other hand, it is also a special brand blessing, giving consumers a positive psychological hint of "making a fortune". For example, in the new year, you can "successfully get ashore" or "successfully lose weight", and put your learning materials and fitness equipment on Xianyu as soon as possible, wishing everyone a good start in the new year and a happy life.

In addition, Xianyu also released a cute and vivid short film. In the spring when everything wakes up, idle treasures also wake up and revive, and on Xianyu, you can achieve a rich wallet, a rich life, and a rich happiness.

Overall, this campaign is insightful and down-to-earth.

"Xianyu Fusu Season" not only fits the younger generation's consumption concept of "simplicity and sharing", but also responds to the "old for new" and "recycling of consumer goods" advocated in the new round of Central Financial and Economic Affairs Commission meetings. It keenly perceives the pain points of young people's urgent need to "recover blood" after the holidays, and uses scratch cards and lottery redemption coupons that young people love as incentives, successfully leveraging users to "get rich" together and make a good start in the new year.

2. Taobao: Hometown darlings, please get on board

During the peak time of return trips, Taobao released 34 trunk-themed posters at once.

From this set of posters, you can see the specialty products from different regions, and also feel the heavy love from your family.

Snow on the grassland in winter

All melted into this bag of cheese

——Inner Mongolia

Once a year

It's great to hold on to my hometown

——Ningxia

Potatoes thousands of miles away from home

Still shakes off the soil of my hometown

——Qinghai

When you don't want to roll outside

Just use pancakes to wrap the green onions from my hometown

——Shandong

Don't tell me the carbohydrate content of this steamed bun

Only I know the value of this bite

——Shaanxi

The smell of fireworks since leaving home

It has been left in the bacon for me.

——Sichuan

Just said a word

The trunk can hold the entire Chongqing

——Chongqing

On the one hand, it reproduces an interesting social phenomenon. Every time I return home after the Chinese New Year, it is like moving house. The trunk and suitcase are filled with various New Year goods prepared by my parents.

When users post pictures of the sumptuous New Year's goods "filled with love" on their Moments, or share them with colleagues and friends, it is a great opportunity to "show off" their hometown specialties.

On the other hand, it captures a subtle emotional insight. The reserved Chinese are better at using "food" as an outlet for emotional expression. The car is filled with "hometown treasures", which gives parents a concrete carrier for their unspoken "missing" and "reluctance to part".

Putting "hometown treasures" on Taobao's "shopping cart" not only serves as an emotional bridge between wanderers and their families, but also opens up an additional window for external publicity for hometown specialties, helping to promote local rural revitalization.

In conjunction with the launch, there is also a public welfare activity. Taobao invites users to support their hometown products. The China Rural Development Foundation will implement a public welfare project with a total value of 1 million yuan, "Small Agricultural Machinery to Help Rural Revitalization", based on the final ranking.

From this perspective, Taobao's campaign is not just about "freeloading", but also about exploring new opportunities from social phenomena, occupying unique value and strengthening brand influence.

3. Ele.me: Rainwater and Tea Literature

The new year's start time happens to be the Rain Water solar term. Ele.me launched a series of posters called "Rain Water·Drinking Tea Literature". Every sentence in the copy is interesting and can be regarded as a substitute for the internet mouthpiece of working people.

Compared with the previous two cases, this approach angle is relatively lighter and easier.

‍By Monday the soul is like a white fog. ‍‍

I'm doing things there all day long, things I don't like doing.

I'm very tired, no longer in love, and don't want to work anymore.

I think it's legitimate to take a break.

My greatest ability is to lie still.

Having good tea to drink and knowing how to drink good tea is a pure blessing.

Why are the "start of work" and the "Rain Water" solar terms linked together, and what does it have to do with drinking tea?

First of all, it has insight into the subtle emotional changes of workers returning to work after the holidays.

In traditional solar terms culture, when the rainy day is inconvenient for farming, the ancients would rest at home and drink tea. When the first day of work falls on the rainy day, the exhausted workers would also like to rest at home and drink tea.

But considering the reality, Ele.me puts forward another rational suggestion: if you can't just lie down and do nothing, then use the time of a cup of tea to give yourself a break and recover.

Drinking tea at work can be considered as paid vacation, which accurately reflects the living conditions of current workers and is more likely to resonate with users.

At the same time, Ele.me incorporates sharp and venomous quotes from celebrities, using humorous ways to help users vent their emotions. After all, brands can say things that workers cannot say openly.

A brand not only meets the product needs of users, but also becomes the "mouth substitute" of the target group in order to better integrate into the lives of users. Ele.me is not limited to the role of a food delivery platform, but stands at a higher perspective of humanistic care to strengthen the emotional connection with users and accumulate brand value.

IV. Conclusion

The bustle of the Spring Festival and the loneliness after returning to work will inevitably cause people to feel psychologically disappointed.

Based on the insight into this layer of social emotions, brands can combine their own characteristics to provide users with differentiated emotional experiences.

When users can get positive emotions from the product, they are more likely to have a favorable impression of the brand. After all, a positive mental response is more important than physical recovery.

Author: Aye; WeChat public account: Shock Copywriter