January's marketing cases are out, giving you a burst of inspiration

January is coming quietly. In this month with a strong festive atmosphere, if you are preparing for marketing planning, you must seize the opportunity! Xiaopai has prepared some fantastic cases of brand marketing activity planning for everyone, let’s take a look!

In January, winter arrives with the first snow, and time flies by and we usher in 2024. At this moment full of hope and opportunities, New Year's Day, Laba, Greater and Lesser Cold and other festivals are approaching.

The successful marketing of major brands is of course inseparable from the right timing and high-quality content. Come and review the classic marketing cases of previous years with Xiaopai, and think about how to achieve success in this vibrant January!

1. National Festival

1. January 1st, New Year’s Day

(1) Leverage elements and directions

Elements: new beginnings, wishes, good luck, positive energy, growth, gifts

direction:

• New Year's Day elements are combined with products to create a festive atmosphere;
• Introduce life scenes into advertising copy to create topics, such as year-end review, New Year's wishes, etc.
• Grasp the keyword "New Year" and combine it with the brand interpretation of "afresh", such as "New Year will not give up" and "I hope you start from "fresh"" to attract user participation.

(2) Points to note when leveraging momentum

• The festive atmosphere should be joyful and not dull;
• Combined with the product characteristics, the elements are refined rather than numerous;
• Focus on online and offline linkage to expand marketing effects.

(3) Reference cases

Nayuki's Tea "CUP Art Museum" and artist AKIJIANG jointly launched six New Year's Eve cups, selecting the "Top 6 Most Desirable Cups" to review this extraordinary year, and then borrow some courage from the New Year to break free from the shackles and become better versions of ourselves.

Meituan takeaway gift season, give New Year gifts without asking for help!

Xiao Yueyue's words "Swallow, I love gifts" evoked the youthful memories of countless people, and also opened the Meituan takeaway New Year's fancy "gift" blockbuster. Meituan takeaway played with homophonic puns and gave gifts: "thank you gift" to wife, "blessing gift" to friends, "I love gift" to lovers, "please gift" to relatives and friends, and prepared good "gifts" for the New Year to give them a surprise. Combined with the brainwashing copy of "xxx, right here", it further deepened Meituan takeaway's service goal of delivering in 30 minutes at the fastest.

Andy Lau said, "To be a superstar, you must start as a newcomer." This newcomer spirit is quite consistent with the brand spirit of Head & Shoulders, just as New Year's Day is a brand new beginning. Head & Shoulders uses the "newcomer spirit" to connect artists, brands and audiences, allowing everyone to get to know Andy Lau, a "newcomer" who has debuted for more than 40 years, in the new year, and calling on everyone to "start from scratch and start as a newcomer."

2. January 18th Laba Festival

(1) Leverage elements and directions

Elements: Laba porridge, homecoming, reunion, New Year atmosphere, excitement, health

direction:

• Health literature for crispy young people, combined with products such as Laba porridge for marketing;
• Explore the connotation of the festival, highlight the warmth and liveliness, and awaken the memory of the New Year;
• Combine brand tone with product placement to create emotional connection and a sense of companionship.

(2) Points to note when leveraging momentum

Customs and traditional foods are different in the north and south, so don’t confuse them.

(3) Reference cases

As the saying goes: After Laba, it is the New Year, but now it is hard to see the lively scenes of the New Year when we were young: adults sitting together at home eating melon seeds and chatting, children rarely get together to play games harmoniously, go out to set off firecrackers... The New Year atmosphere is gradually fading, and the lively scenes of visiting each other during the New Year are no longer there, which makes people miss it. At this point, CMB Wealth Management found a story that everyone can relate to, and presented a New Year film with a smile and warmth.

Taking the "Yinlu" train, from the green train to the high-speed high-speed train, the distant time is the long-lost smell of fireworks. Yinlu's short film reproduces the long-lost fireworks and awakens the childhood memories of many strangers. No matter how fast the times develop, the feeling of returning home remains unchanged, just like Yinlu's original intention of "bringing love home" will not change.

Ele.me launched the "Ele.me Seasonal Officer" plan to develop a new track of influence in the traditional cultural marketing of "seasonal food customs" in the local life field, leading the current social trend of Chinese people following seasonal food. By adapting well-known poems, adding Laba porridge, which symbolizes the festival, and adding a funny remark as an innovation, it not only aroused everyone's attention to traditional culture, but also created a festive atmosphere.

3. January 26th is International Customs Day

(1) Leverage elements and directions

Elements: cross-border e-commerce, customs, duty-free, limited-time discounts, international logistics

direction:

• Keywords such as discount, tax-free, customs day, etc. are used to attract the audience’s attention, promote overseas shopping promotions, limited-time discounts, etc., to attract consumers;
• Cooperate with domestic and foreign logistics companies and cross-border e-commerce platforms to conduct joint marketing and increase brand exposure on social media;
• Plan activities in customs-related scenarios to increase user participation.

(2) Points to note when leveraging momentum

• The marketing planning process must ensure that the activities are legal and compliant;
• It can combine educational content to introduce relevant knowledge such as international trade, cross-border logistics, and customs policies.

(3) Reference cases

ICBU is the abbreviation of International Core Business Unit.

Alibaba International Station was established in 1999 and is the first business unit of Alibaba Group. It has now become the world's leading cross-border trade B2B e-commerce platform. This time, he used short video ads to promote ICUB at home and abroad. ICUB has formed its own cultural keywords and told users about its brand culture: authenticity, global awareness, active collaboration, innovation and efficiency improvement.

Tmall Lucky Pickup Area: Luggage is in transit, and life is in transit. The luggage pick-up area at the arrival terminal of T3 of Hangzhou Xiaoshan International Airport has been transformed by Tmall into the [Tmall Lucky Pickup Area]. You can’t avoid it as long as you are waiting for your luggage, because you will always stare at the conveyor belt...

"Good luck is turning towards you"

“As luggage is transferred, so is life.”

“The things I picked up along with my luggage: no rush, no Mercury retrograde, less worry, no trouble”

"In 5 minutes, the wind in Hangzhou will embrace you"

There are also words like "There will be a transfer on the way" and so on, which make people smile in the context of departure and arrival at the airport. The whole activity was carried out in a special commercial medium, which not only fits the scene, but also reaches users in a relaxed way, and well conveys the theme of "Everyone receives good luck".

2. Solar terms and festivals

1. January 6th: Minor Cold

(1) Leverage elements

Snow, cold winter, keep warm

(2) Direction of leveraging momentum

• In the production of graphic posters, cold colors can be used as the main color, supplemented by some warm colors as embellishments to add to the atmosphere of the solar term;
• Combined with the dietary taboos of the Minor Cold season and the special beginning of winter, we launched corresponding food products, such as health care, warm winter, and winter care.
• Experience activities related to Xiaohan culture, such as Xiaohan customs displays and cultural experience activities, increase the brand cultural connotation.

(3) Reference cases

The Minor Cold marks the official start of winter. In this coldest season, how do you keep yourself warm? Take a screenshot manually to get the most suitable "Minor Cold" warm winter item for you! I hope you can have this warm winter item in the coming year. While increasing user participation and interaction, adding Buick's new products to Dao's warm winter products is in line with the promotional concept of "Spending the winter with you, Minor Cold is not cold".

Migu Video has produced a series of exquisite Xiaohan calendars and related topics based on phenology, combining various elements in diet, customs, and solar terms poems, such as: Xiaohan is the 239th day of the 11th month, and the weather is freezing cold; It’s almost time to go home for the New Year, are you looking forward to it?; The first phase is when wild geese fly north, and the second phase is when sparrows start to nest, etc., accurately cutting into the climate characteristics and cultural connotations.

2. January 20: Great Cold

(1) Leverage elements

Go home, welcome the New Year, warmth, companionship

(2) Direction of leveraging momentum

• Seize the opportunity of the year-end and combine it with the Great Cold to build momentum for the Spring Festival;
• Combining the theme of returning home and companionship, create a contrast between the warmth of home and the coldness of the solar term, and then find the product fit for marketing.

(3) Reference cases

As the Great Cold arrives, Huawei has launched a short video called "Great Cold Arrives, New Year Is on the Way", which presents the New Year atmosphere of herdsmen in the extremely cold grasslands. The snow-covered glaciers and snowfields are still a good place to ride horses, the stove is boiling with smooth and fragrant milk tea, and the children's childhood fun - snowmen, fits the theme of "Great Cold has arrived, and New Year is not far away", and also evokes everyone's eagerness to return home.

"You don't feel cold even in the Great Cold", Arrow Bathroom reminds everyone that even in busy days, don't forget to add some warmth to your home and pass on your love to your family. At the same time, you should also pay attention to keeping warm to make your heart warmer.

Going home is the best gift. Jiang Xiaobai’s marketing copy says, “Home is enough to keep out the cold and accommodate all your difficulties.” Home is a place that protects you from the wind and rain without you having to return home in glory. Going home, letting down your guard, and accompanying your family with sincerity is the best way to get through the Great Cold.

3. Summary

The above are the marketing nodes and cases for January compiled by Xiaopai. When planning for festivals, pay attention to finding the fit between the brand and the festival to avoid blindly following the trend!

Remember to promote cultural experiences based on the characteristics of the solar terms, find appropriate channels to reach users, and convey brand cultural connotations.

I hope that in the new year, everyone’s marketing will be booming and achieve better results!

Author: Ding Ziran

Source: Operation Party (ID: yunyingpai666)