3 major paths, 7 ideas, this is how CNY marketing should be done!

This article organizes positive references for major brands’ 2024 New Year marketing from three aspects, and summarizes the key points to come up with good ideas. Come and take a look!

I believe everyone has heard this song, "Children, don’t be greedy, after Laba Festival it will be the New Year."

Yes, Laba Festival just passed last week, which means the Chinese Lunar New Year is coming soon, and the annual CNY marketing is also being intensively arranged in front of consumers.

CNY marketing is different from New Year's Eve marketing. Brands are no longer satisfied with using summaries and blessings to mobilize consumer emotions. As the marketing front is extended and more and more brands are involved, the forms of CNY marketing are also more diversified.

Brands tell their own ideas through creative TVCs, and many brands use technological innovation to make interactive marketing more diverse. Of course, the conventional operation of using Dragon Year elements to launch limited new products is also indispensable.

Today, TOP has reviewed the brand's CNY marketing for the Year of the Dragon, and what new tricks will make consumers smile this year~

01 Tradition + scene + humor and creativity to play with the image of dragon

CNY cannot be separated from TVC, just like New Year’s Eve dinner cannot be separated from dumplings.

In the "Xiaohongshu 2024CNY Industry Trends" released by Xiaohongshu's commercialization and research consulting company Ruicong in November last year, it was mentioned that the 2024 Spring Festival may restore the lively atmosphere of previous years, and young people will become this year's "New Year managers."

The image of the dragon has been a symbol of good fortune since ancient times. Therefore, in this Year of the Dragon, which is mainly about "recovery", the brand also used the good momentum in the TVC to awaken the enthusiasm of the younger generation of consumers for the New Year.

1. Traditional culture

Anmuxi chose to use traditional shadow puppetry to tell stories about dragons in historical records, and teamed up with Shaanxi Donglu shadow puppet master Wang Ke to create the shadow puppet movie "Xi Talks about Money Dragon".

Amul "Xi Talks About Qianlong"

According to historical records, Emperor Yuan of the Liang Dynasty in the Southern Dynasties gave relief to the poor after encountering a real dragon. In the Yijian Chronicles, there are stories about a money dragon flying over and raining gold coins and a talisman dragon helping a scholar pass the imperial examination. In modern times, the story has been changed to a new version in which Ambi wishes to the money dragon that everyone will have good fortune.

Of course, the modern version of the story is told by Amul, and the brand naturally brings wealth to consumers. The limited edition Dragon Year bottle launched by Amul can be connected to form a money dragon, and users can participate in the lucky draw by scanning the code.

Amul Dragon Year Limited Edition

From a result-oriented perspective, the main purpose of Amul's TVC is to highlight the activity of "Buy Amul and win gold". However, with the help of traditional culture and packaging marketing, the brand can also accumulate private domain users through the story of the dragon in the back-end link .

2. Extended meaning of the scene

The image of the dragon is not limited to myths and legends.

International movie star Jackie Chan naturally became one of the most suitable spokespersons for the Year of the Dragon. Luzhou Laojiao, which has a history of 700 years, invited Jackie Chan to shoot a short film and carried out a massive anniversary marketing campaign as the Year of the Dragon was approaching.

Although the theme is the anniversary, discussing wine-making skills and Chinese Kung Fu, the "Nong" family team and the Jackie Chan family team together not only highlights the generational inheritance of the Chinese people, but also pays tribute to every consumer with the link between the brand and the image symbol of Jackie Chan.

Bruce Lee, a famous martial artist and film star, is also world-famous for Chinese Kung Fu. On the 50th anniversary of the death of this Kung Fu master, sports brand UnderArmour launched the CURRY X BRUCE LEE Dragon Year Bruce Lee joint series of products inspired by the spiritual heritage of Stephen Curry and Bruce Lee, and produced a promotional video inspired by Bruce Lee's classic catchphrase "I fight".

Dumpling shooting, street dribbling, greeting good homies, asking elders for red envelopes, the brand connects four daily life scenes of the New Year with basketball, highlighting the youthful style of Chinese flavor.

In addition, the brand also held an offline Under Armour Dragon Year New Year Party, inviting fans to experience new products on site and shout "I fight" to express the brand attitude of Under Armour in this Year of the Dragon.

3. Magical myth adaptation

Weilong's "Weilong's Laughter Makes the New Year Film Rich" uses three mythological images, the Moon Rabbit, the Dragon King of the East China Sea and the Monkey King, to express "spicy" blessings with awkward laughter.

From "no New Year flavor" to "the New Year flavor is back", Weilong uses the "dragon" feature of its brand name and uses three dragon dances to highlight the importance of its products in the Lunar New Year.

The main theme of TVC in CNY marketing is naturally to celebrate the New Year, but how to celebrate and what themes to celebrate are still important anchor points when facing consumers . After all, when the Spring Festival Gala is no longer good, watching some creative TVCs is also fun, and a great marketing opportunity cannot be easily missed~

02 Digital + interaction enhances the sense of ritual during the Chinese New Year

The creative TVC in CNY marketing is a one-way blessing, but today's consumers pay more attention to interactivity and experience, so CNY marketing using AI and digital technology has emerged.

In this type of marketing method, users gain a sense of ritual with a New Year atmosphere, while brands can gain exposure through the campaign .

1. AI & Digitalization

Fast fashion brand ZARA has chosen to collaborate with Chinese trendy brand Xixingle to launch a limited edition series for the Year of the Dragon, combining the bright colors of Cantonese hand-painted porcelain with urban fashion to express the fashion attitude of Generation Z in the Year of the Dragon. The brand has also opened limited-time experience spaces in ZARA stores in Beijing, Shanghai, Chengdu, Shenzhen and other places.

ZARA×Xixingle Limited Time Experience Space

However, what attracted the most attention was the digital advertisement jointly launched by the brands . This format is similar to the giant Maybelline mascara brush that went viral last year, attracting people's attention with its spectacle .

When the porcelain with the image of Chinese dragon in the co-branded product roams across the Suzhou River and the streets of Chenghuang Temple, this digital spectacle not only represents the exploration direction of both parties in the trend of integrating tradition and fashion, but also better demonstrates the brand's understanding of the younger generation.

Coincidentally, China UnionPay launched the "UnionPay Hundred Blessings" campaign this year, which started in 2019, and also used AI technology to send "blessings" abroad.

China UnionPay "UnionPay Hundred Blessings" campaign

It is understood that this year China UnionPay has taken "Blessings from the East" as its theme and will send "blessings" to countries around the world such as Singapore, France, and South Africa. Combining AI technology, "blessings" will be posted on landmark buildings around the world such as the Arc de Triomphe in France and the Golden Gate Bridge in the United States, so that more people around the world can understand the Chinese blessing culture. (It is a pity that the event has not yet started, and the materials are temporarily missing here)

3. Red Envelope Marketing

As an indispensable element of the Chinese New Year, red envelopes have become one of the brands’ killer weapons.

One is the most common red envelope cover. In CNY marketing, a simple red envelope cover has become a "fashion item" for users. Having a luxury red envelope cover is like buying a cup of HEYTEA and FENDI's joint brand, achieving identity recognition with simple elements .

Secondly, brands will naturally not be satisfied with simple red envelope covers, but will instead win the favor of consumers by placing interactive advertisements in the circle of friends .

This is particularly evident in CNY marketing. For example, TOP may only see one advertisement in his circle of friends in a normal day, but recently he may see four or five advertisements a day, which shows the strength of the brand's investment.

Moments dynamic effects, swipe left and right to view

WeChat users can enter the brand mini program to watch original ads or browse new product pages through a variety of unique advertising formats such as long pressing, clicking on red envelopes, and clicking on blessings. Users are not only more receptive to Moments ads, but in addition to interacting with brands, they can also interact with their friends for the second time .

Of course, in order to enhance people's sense of interaction and experience, many brands choose to communicate with consumers through offline activities. For example, the offline exhibitions held by brands such as Under Armour and ZARA mentioned above use offline interactions to attract attention.

However , the sense of interactivity achieved through digital technology is lower cost and more efficient. It also brings people novel experiences while benefiting the retention and conversion of users within the brand mini-program .

03 Jointly-branded + original products expand inventory for the Year of the Dragon

It is not difficult to see from the above cases that almost every brand has launched New Year limited products to attract users to buy.

These New Year limited products, as "New Year's goods" provided by the brand to consumers, are also uniquely designed with dragon elements.

1. Various collaborations

First of all, there are co-branded products. Although the IP of [Dragon] is not as rich as that of other zodiac signs, as long as brands want to co-brand, they will always find good partners .

In the past two years, the little milk dragon, which has been active in chat records as an emoticon, has become the brand's choice.

Little dragon expression pack

The beauty brand KATO-KATO has collaborated with the Little Dragon IP to launch a limited edition loose powder set and peripheral products for the Year of the Dragon, sending lovely blessings to consumers and breaking through the previous collaborative image.

KATO-KATO×Milk Dragon

Oreo also launched a Milk Dragon gift box, continuing to attract child consumers with its delicious taste and cute image.

Oreo×Dairy

Women's shoe brand 7or9 has teamed up with Milk Dragon to launch the "Cute Dragon, Good Luck" New Year gift box, integrating the cute image of Milk Dragon into the product design, and also sending fans the blessing of "good luck comes naturally".

7or9×Milk Dragon

Luxury brand FENDI has collaborated with Hiroshi Fujiwara FRAGMENT to jointly launch a special edition Pokémon series product for the Year of the Dragon, attracting both luxury lovers and anime fans.

FENDI×Pokémon

In addition, there are joint products such as the "New Year Good Luck Bucket" by Dicos and "Dragon Warrior" Kung Fu Panda, and the "Dancing with the Dragon" New Year home textile series by The Beast and Suzhou Museum, using different "dragons" to bring a great New Year's gift.

2. Limited Design

In addition to the collaboration, the brand also has its own unique designs .

Sports brands such as Converse, lululemon, Onitsuka Tiger, Levis, New Balance and others have launched limited edition clothing and shoes with dragon elements, using the dragon design to highlight the new year's vitality of the products.

For example, Converse’s “Year of the Dragon” series incorporates the retro design of Converse products and uses dragon elements to send fans the New Year’s blessing of “Good luck accompanies you and I wish you success in every step; the dragon will strengthen you and may good luck surround you at all times.”

Converse "Year of the Dragon" Series

Luxury brands such as COACH, Tiffany, Valentino, LV, Gucci and others also use the rich connotation of the dragon to further "gild" their already high-end designs.

COACH has teamed up with Yancai artist Lian Yang to launch a limited edition series for the Year of the Dragon, drawing inspiration from the ancient myth "Lotus Blooms Step by Step" and interpreting New Year's blessings with vivid purple and gold embroidery.

COACH Dragon Year Limited Edition

In terms of 3C electronic products, automobiles, etc., brands such as Apple, Huawei, and NIO have also launched limited designs or peripheral products.

This time, Apple also updated its logo as in previous years, and launched the AirPods Pro, whose pattern was joked to resemble "Grandpa Cow", sending the wish of "let your magic be possible".

AirPods Pro Dragon Year Design

Beverage brands such as Nongfu Spring, Minute Maid, BASAO, Starbucks, Yuexianhuo, RIO, Daily Fresh, Jiaduobao, and Coca-Cola, as well as Mosilian, Holiland, and Magnum brands have also launched limited-edition packages, bringing rich New Year's goods inventory.

Nongfu Spring's Zodiac Collection Edition series "Golden Dragon Water" adopts a mirrored symmetrical bottle design this time, and is still the original "only given away, not sold" flavor. Users enter the "Good Water, Prosperity, Dragon Year, Auspiciousness" mini program to participate in the event and have a chance to win Golden Dragon Water for free.

Nongfu Spring Zodiac Collection Series "Golden Dragon Water"

Conclusion

For brands that want to expand their market in China, CNY is the most important marketing node of the year. Whether it is to mobilize consumers' homesickness and reunion emotions to trigger emotional resonance, or to win favor by sending New Year's greetings, it is a limited opportunity to pry open consumers' minds.

But every year there is CNY, and every year there are better creative ways to stand out. How to avoid marketing homogeneity is also a question that brands should think about. With the advancement of digital marketing technology, marketing ideas with more social attributes and more interactive experiences are often more likely to capture people's hearts.

Which idea do you like best in this year's CNY marketing?

Author: TOP Jun

WeChat public account: TopMarketing (WeChat public account: TMarketing)