Marketing Calendar | October is full of creativity, are you ready to celebrate the festival?

In October, in addition to the traditional National Day and Double Ninth Festival, there are also popular festivals such as Chinese Programmers Day and Halloween that can be leveraged for marketing. This article will provide you with detailed information about these festivals, as well as marketing strategies and successful cases for these festivals, to help you conduct targeted marketing activities in October.

October is coming, and the Double Festival is also coming. The cool and refreshing weather in autumn is a good time for marketing creativity! Xiaopai has carefully sorted out the popular festivals and related cases in October to help everyone grasp the marketing hotspots in advance. Let's take a look at the festivals worth paying attention to in October~

1. National Festival

1. October 1st National Day

(1) Leverage elements and directions

Elements: national flag, celebration, patriotism, blessings, mountains and rivers of the motherland

direction:

• Incorporate National Day elements to provide users with special offers, discounts or gifts to express gratitude and blessings to users.
• By exploring the historical significance and cultural connotations of National Day and combining them with products, we can inspire users to love and feel proud of their motherland.
• Organize online or offline activities with National Day themes to increase user engagement and enhance brand awareness.
• Initiate public welfare activities, pay attention to social issues, convey love and positive energy, build brand favorability, and pay attention to the development of the motherland together with users.

(2) Points to note when leveraging momentum

• Make sure the borrowed elements are consistent with the product’s attributes and brand image, and avoid over-stacking festive elements.
• There should be a clear theme to leverage the momentum, highlighting the core values ​​related to National Day, and avoid general discussions, so as to better resonate with users.
• Avoid any factors or behaviors that damage the image of the country and avoid triggering political sensitivities.

(3) Reference cases

During the National Day, Tmall Super Brand Day launched the "Urban Super Adventure" special project, and joined hands with 8 major brands including ANTA, VANS, Royal, Casio, Remy Martin, JBL, ROSEONLY, and Rainbow Candy to set up check-in points in 8 major cities to prepare surprises. During the National Day, you will have the opportunity to receive surprise gifts when you arrive at the check-in points. During this National Day holiday, Tmall Super Brand Day hopes to let more people open up to the other side of the city during their travels through small surprises at landmarks, and start a wonderful journey hidden in the city scenery.

Yadea took advantage of the golden opportunity of the National Day to bring Guanneng 3 S9 MAX to Ganzi, a place with rich ethnic customs, and cooperated with the well-known photography blogger and installation artist Huanhuan to create a creative Tibetan-style electric vehicle installation. Yadea's National Day marketing perfectly integrates the brand with the National Day elements to enhance its market competitiveness.

Midea took advantage of the National Day hotspot to design a National Day themed poster, highlighting the technological strength and modern image. The poster shows that Midea, as a domestic brand with innovative technological strength, has grown and developed in the modernization construction. By combining the technological elements in the image with the National Day elements, it emphasizes Midea's status as the soul of a contemporary great power. Midea's National Day marketing case fully utilized the opportunity of the National Day, showing the technological strength and highlighting the national brand image through hot posters.

2. October 23, Double Ninth Festival

(1) Leverage elements and direction

Elements: chrysanthemum, longevity, old people, respect for the elderly, health

direction:

• With the theme of respecting and valuing the elderly, we combine festival elements with products to express our respect and blessings to the elderly and launch products or services that are beneficial to their health.
• Through public welfare activities, volunteer services and other means, we pay attention to the life and health issues of the elderly and establish a good brand image and reputation.
• Products or services related to family and family care.
• Combining the history and cultural connotations of the festival, we launch products that suit the festive atmosphere, such as traditional cultural gift boxes, fine teas, etc.

(2) Points to note when leveraging momentum

• Pay attention to the handling of holiday details to avoid losing the particularity of holiday elements in the festive atmosphere.
• Respect your elders.
• The leverage you take should be consistent with the brand’s characteristics and positioning. Don’t blindly follow the trend, and avoid over-marketing of the leverage you take.

(3) Reference cases

Moutai and NetEase News have jointly developed an interesting mountain climbing H5 game based on the traditional customs of the Double Ninth Festival. In the ancient paintings, users can experience the wide river Chishui of Moutai's six peaks, and incarnate Moutai Q-version characters to climb step by step and finally win the title. This game allows users to feel the festive atmosphere without leaving home.

The game is themed around the six raised peaks of the Moutai Distillery in Renhuai City, Guizhou Province, including "Hanjiang Mountain" and "Feitian Mountain". Users can choose their favorite mountain to start climbing, and each mountain has a unique challenge. During the climbing process, users need to overcome various obstacles and collect Moutai-related props to finally reach the top of the mountain.

Through this game, Moutai shows its traditional cultural heritage to users, and also conveys the concept of maintaining health and pursuing self-breakthrough. As a fun and beautiful game, it will allow users to feel the festive atmosphere at home, and also provide an innovative publicity platform for the Moutai brand.

Baidu Chongyang marketing campaign "What do you say" successfully interpreted the communication gap between parents and children. According to Baidu's big data, the elderly secretly search for popular words among young people, hoping to get closer to their children. Taking this as an opportunity, the "What do you say" campaign was planned, and the inspiration for the name came from the old people's catchphrases. The "What do you say" campaign took the Chongyang Festival as an opportunity to call on everyone to care for and accompany their parents in a way that young people like, deepening the emotional connection of the brand.

Family is our first line of insurance against health risks, and also our lifelong insurance. Ping An Health Insurance and Zhima Watermelon collaborated to launch a touching short film "Lifetime Insurance" on the Double Ninth Festival based on this insight. Through this touching story, we hope to convey our appreciation and gratitude for family, and call on people to pay attention to health protection, especially on the traditional Double Ninth Festival.

3. October 24th is China Programmers’ Day

(1) Leverage elements and directions

Elements: code, program, programmer, keyboard, innovation technology

direction:

• With the theme of celebrating Programmers' Day, the event showcases and promotes innovative technologies, cutting-edge technologies, and other programmer-related products or services.
• Plan relevant topics, emphasize the professional ability, creativity and teamwork spirit of programmers, share with users the efforts and contributions behind programmers, and convey positive energy.
• Provide technical training, online sharing sessions and other activities to encourage users to learn programming and technical knowledge and stimulate their interest in technological innovation.
• In line with the atmosphere of Programmers' Day, launch innovative products or services that meet the needs of programmers to attract target users.

(2) Points to note when leveraging momentum

• For programmers, more in-depth technical topics or content can be covered, but attention should be paid to the popularity of language expression to avoid being too professional.
• In the process of leveraging the momentum, we must respect the programmer's professional identity and work results, and avoid belittling or satirizing the programmer's image.
• Make sure the campaign or promotional content is of real value to programmers and meets their needs and expectations.
• The leverage should be consistent with the product positioning, focusing not only on technology but also on the practicality and user experience of the product.

(3) Reference cases

On October 24, TCL Honghu Laboratory released a promotional video about programmers, breaking people's stereotypes about programmers and letting people recognize the other side of programmer diversity.

On October 24, JD Computer and Digital × Shiqu released a short film "Love to Code and Create a New World" that focuses on the real daily life of programmers.

On Programmers' Day, Tencent held a Technology Week, which not only had a series of activities such as customized couplets and on-site interactions, but also prepared gift packages for Tencent's technical staff, including neck pillows, eye masks, earplugs and other items.

4. Halloween, October 31

(1) Leverage elements and directions

Elements: Halloween, pumpkin, ghost, wizard, horror, makeup, candy

direction:

• With Halloween as the theme, we launched themed activities related to ghosts and wizards.
• Combine Halloween elements to launch products that suit the festive atmosphere.
• Organize interactive Halloween activities through online social media platforms.

(2) Points to note when leveraging momentum

• Respect and maintain the cultural connotations of Halloween, avoid excessive commercialization or the glorification of inappropriate behaviors such as terror and violence.
• Avoid using overly horrific or bloody images and content so as not to cause discomfort to some users or trigger adverse psychological reactions.

(3) Reference cases

Holiland has collaborated with Halloween to launch two unique holiday products. The first is the ghost cake, which not only presents a cute ghost image, but also a ghost-style knife. The packaging is also unique, giving people a strong sense of immersion. The other is the "What Ghost Frisbee Bread", which combines Halloween with the popular Frisbee sport, showing a combination of fashion and fun.

In the Halloween short film, Holiland cleverly integrated daily life scenes with Halloween, humorously presenting the situations of "What the hell is a meeting after get off work?" "What the hell is team building on the weekend?" "What the hell is not sleeping at night?" Holiland broke the traditional imagination in an ingenious way, making young people full of surprises and fun. The Halloween series of products attracted more young people to participate and created a strong festive atmosphere for consumers.

As Halloween approaches, Uber Eats has released a spooky Halloween-themed micro-movie titled "Don't Run Out". As a well-known food delivery app, Uber Eats is an independent app that provides food delivery services worldwide. This micro-movie draws on classic Halloween elements in its design, giving people a familiar yet scary feeling. Through music, images and visual design, the micro-movie creates a spooky Halloween atmosphere, and uses supernatural events and fear to remind people to prepare candy on Halloween. If you haven't prepared yet, hurry up and buy it using Uber Eats.

KFC has collaborated with the mobile game "Identity V" to launch the "Halloween Scent Detective Adventure" event, which has brought surprises to young mobile game players. Participating in the event is simple. Just register as a KFC WOW member, order food through the APP or mini program, or purchase a designated meal in the store, and you can get a set of precious Miss K upgrade props for the perfumer character in the mobile game.

This cooperation not only targets the young group behind the mobile game IP, but also highlights the "fit" between the KFC brand and the "Fifth Personality" IP. The two are highly compatible in terms of absurd Gothic style, suspenseful and brain-burning plot, and Halloween atmosphere. KFC chose to cooperate with the "Fifth Personality" IP, making full use of the characteristics of the IP that fits the festive atmosphere, creating more creative content, making the entire marketing natural and smooth, and avoiding the awkward mismatch between the brand, festival, and IP.

2. Solar terms and festivals

1.10.8 Cold Dew

(1) Leverage elements

Elements: autumn leaves, frost, cold air, cooling, warmth, nourishing, health, persimmon

(2) Direction of leveraging momentum

• Elements of the Cold Dew solar term can include natural landscapes such as autumn leaves, frost, and cold air, which are used to convey the changes in autumn and the drop in temperature.
• The Cold Dew solar term is when autumn enters its coldest phase. We can take advantage of this opportunity to convey the concept of a warm and nourishing diet, launch warming and nourishing ingredients, or provide heart-warming delicacies to meet the needs of consumers.
• The Cold Dew solar term is an important period for health maintenance. We can take advantage of this opportunity to convey the concepts of caring about health and preventing colds, launch related health products or provide health consulting services.

(3) Reference cases

iFLYTEK's Cold Dew solar term map uses posters to create a relevant atmosphere, "The air leads to the Cold Dew, and the light is gathered towards the sunset." I also wish everyone a smooth and safe Cold Dew season!

The persimmons, fine wine, chrysanthemums and other elements in Tmall's Cold Dew solar term picture complement the Cold Dew-themed content of the copy. Through a combination of visual and textual methods, they jointly convey the imagery of autumn, harvest and beauty, deepening readers' understanding and feelings of the solar term.

By depicting climate change and reminding people to keep warm, the company expresses its concern for readers’ health and builds an emotional connection with readers by combining brand positioning. Such copywriting can not only resonate with readers, but also help establish 360’s brand image.

2. October 24th: Frost Descent

(1) Leverage elements

Elements: transition from autumn to winter, cold, frost, warmth, pine cones, stove, health care

(2) Direction of leveraging momentum

• Taking the Frost Descent solar term as an opportunity, we focus on the elderly in the community, the lonely elderly and other people in need of care, and hold warm care activities.
• Take advantage of the transition from autumn to winter to promote healthy and nutritious diet.
• With the cold climate as the background, we launch home warming products to make consumers feel warm and comfortable.
• Make use of the frosty natural landscape to carry out outdoor adventure activities, allowing people to get close to nature and enjoy the beauty of nature.

(3) Reference cases

Canon has produced relevant posters to show that today is #Frost Descent#. The dew is deep and the flowers are cold, and the frost makes the crab roe fat.

Tmall launched a Frost Descent solar term chart to remind consumers to pay attention to temperature and seasonal changes.

Frost is one of the 24 solar terms in China, marking the end of autumn and the beginning of winter. As a popular drink, cola has always been associated with joy, vitality and sharing. Joint marketing can combine the elements of Frost with cola to create unique activities and promotional effects.

3. Summary

The above are the marketing nodes and cases in October that Xiaopai has compiled for everyone. In the October calendar, each holiday has its own unique characteristics and core values. We need to find elements that match the brand and create a unique marketing strategy.

I wish you all a marketing journey full of inspiration and creativity in October, and a fruitful harvest~

Author: Li Miao

Source: WeChat public account "Operation Party (ID: yunyingpai666)"