Summer is here, and brand marketing in June should also heat up!

As we enter June and the weather gets hotter, it’s time to put summer marketing on the agenda. Let’s take a look at the June marketing calendar compiled by Xiaopai to give your marketing work a boost!

1. National Festival

1. June 1st Children’s Day

(1) Leverage elements

Childhood, memories, infant and children's products, animation and other youthful IP, cartoon elements, gifts, childlike innocence and fun

(2) Direction of leveraging momentum

• Take advantage of the opportunity to launch promotional activities in the name of gift-giving, celebration, etc. to promote the consumption of children's products.
• Use childlike elements to evoke childhood memories and resonance, such as collaborations with childhood IPs, to spark topics and discussions.
• Introduce advertisements with consumption scenarios full of childlike fun and produce corresponding packaging, etc.

(3) Points to note when leveraging momentum

• Marketing content should pay attention to the atmosphere of Children's Day, and promotional materials for children should be in line with the children's age. The tone of some products does not match the theme of Children's Day, so there is no need to forcibly add children's elements.
• In addition to marketing to children, we can also consider the consumption needs of young people, which is suitable for the marketing of trendy toys, cultural and creative products, etc.
• You can use angles such as "childhood memories" to trigger consumers' memories and resonance of scenes or products.
• Charity activities related to children are a good publicity vehicle on this day.

(4) Reference cases

iQiyi's 2022 Children's Day poster uses a set of very cute picture riddles to introduce iQiyi's brand promotion. As a video website, iQiyi uses famous movies and animation IPs as introductions. First of all, the riddles are not difficult, but they are full of fun and can attract the audience's attention. At the same time, they lead to the platform's variety shows, advertisements, etc. The promotional effect is very natural and interesting.

Meituan Waimai's Children's Day promotion captured people's childhood memories - the well-known Oreo advertisement, AD calcium milk, which is a very representative childhood snack, etc. The cooperative brands are very consistent with the concept of the festival. In addition to attracting children, these product promotions can also trigger the audience's "childlike" resonance with childhood memories.

Douyin produced a public service advertisement for the Children's Day in 2022. In the short film, Douyin expressed its concern for children's psychological emotions and the children's online environment. Just like the simple title of this film - "Make a Window for the House". We hope that the light outside the window can penetrate and the children can look out.

2. June 18th – Father’s Day

(1) Leverage elements

family, gratitude, warmth, gift, father, dad

(2) Direction of leveraging momentum

• Use warm family scenes or touching family stories to produce short videos and other promotional materials to trigger audience resonance or sharing.
• Many people's fathers have entered middle-age or old age. We can pay attention to their needs and carry out publicity with caring for fathers as the focus.
• You can use gift-giving and gratitude as clues to launch gift-giving recommendations and promotional activities for related products.
• For younger brands and products, interactive promotion can be carried out in the form of parent-child activities.

(3) Points to note when leveraging momentum

• This year, Father's Day and the 618 Shopping Festival fall on the same day, so brands can combine these two points for promotional activities.
• Using copywriting and videos that are close to life can resonate better with the audience, and video advertising can often leave a deeper impression on the audience.
• Father's Day is a festival that is very close to life and has a strong sense of participation. Relevant activities and topics can be planned to arouse more interaction, sharing and discussion.

(4) Reference cases

Taocaicai launched a special "Bag Spokesperson" on Father's Day. From concern for fathers, communication between parents and children, to the love and words that fathers cannot express, Taocaicai launched this "Bag Spokesperson". The very low-cost "bag words" hit the life scenes that often appear in ordinary families. As a group buying platform with "grocery shopping" as the main scene, this bag fits the brand tone very well and is full of creativity.

The short film created by Head & Shoulders for Father's Day has the slogan "Don't let your dad go bald for love". As a shampoo brand, it is natural to make a fuss about hair. "Baldness", a keyword of anxiety that has become increasingly evident among young and middle-aged people in recent years, can also resonate with many people. In the short film, the father's hair goes from thick to thin, witnessing the protagonist's growth in life. While touching, it also draws the audience's attention to the father's sparse hair. The promotional effect is very natural and very touching.

Youdao Dictionary released a Father's Day short film about a child's composition about "My Dad". The child in the short film changed the subject at the end, saying that this skinny and conceited "Dad" turned out to be a single mother who raised him alone. This shows that "Dad" is not just a gender and a title, and pays tribute to all single mothers who bear the dual responsibilities of being a father and a mother.

Youdao Dictionary's theme is very special. It uses "dad" as a synonym for love and responsibility, breaking away from the traditional way of thinking and praising the "love and responsibility" represented by fatherhood. It is touching and hits the current social discussion on gender and fatherhood, which is original. However, current online public opinion is relatively sensitive to these topics, so using this idea requires caution in wording and expression.

3. June 22, Dragon Boat Festival

(1) Leverage elements

Traditional culture, Zongzi, Dragon Boat, Dragon Boat Festival

(2) Direction of leveraging momentum

• The Dragon Boat Festival is a very representative festival in our country's traditional culture and can be promoted through the traditional culture.
• Sweet and salty rice dumplings and the north-south dispute are topics that have sparked discussion among netizens.
• The Dragon Boat Festival has traditional activities and customs, such as dragon boat racing and dragon boat washing, etc. It is also a statutory holiday, which can be combined with festival activities for publicity.

(3) Points to note when leveraging momentum

• When using traditional culture for promotion, careful research is needed. Netizens and consumers are very sensitive to the professional content of traditional culture, and the appearance of erroneous content will be very detrimental to the brand image.
• Works with traditional Chinese cultural aesthetics have been widely acclaimed in recent years. You can choose Chinese style to produce promotional materials.
• Traditional brands combined with modern concepts and new consumer brands combined with traditional elements can create different sparks.

(4) Reference cases

Yili Zhixuan's 2022 Dragon Boat Festival short film captured the "Only Green" that became well-known because of the Spring Festival Gala this year. The color scheme and traditional elements inspired by the A Thousand Miles of Rivers and Mountains were widely praised by the public, and also showed the oriental aesthetics with Chinese characteristics. The Dragon Boat Festival is also closely related to green because of elements such as rice dumplings and mugwort. This short film is quite consistent with the Dragon Boat Festival and traditional culture, and is an excellent example of combining with traditional culture.

Every year during the Dragon Boat Festival, the taste dispute between salty and sweet rice dumplings is one of the hot topics. Yizhong Interactive × Recovery Path created the image of two zongzi masters and knights, presenting the salty and sweet dispute as a martial arts story of two sects competing for the best in the world. At the end of the story, a voting session was set up to allow users to join this "salty and sweet dispute", which can bring a lot of interaction and topics, very cute and creative.

Zongzi is indispensable for the Dragon Boat Festival, and Wufangzhai is probably one of the most well-known zongzi brands. During the Dragon Boat Festival in 2022, Wufangzhai filmed a sci-fi short film about zongzi, which collided zongzi with the most popular concept of the metaverse at the time. The collision of new and old, tradition and technology produced a wonderful chemical effect.

2. Topical Festivals

1. College Entrance Examination Day: June 7-8

(1) Leverage elements

Youth, struggle, dreams, graduation season, good luck in the college entrance examination, memories

(2) Direction of leveraging momentum

• To cheer for the candidates, most brands can release materials to cheer for the hard-working college entrance examination candidates. Stationery, online car-hailing and other categories can even provide direct help to the candidates and leverage the publicity.
• The college entrance examination is closely related to struggle and dreams, and this can be used to conceive a story line for publicity.
• The college entrance examination is also the youthful memory of many people, and it can trigger discussions around the topics of youth and dreams.
• During graduation season, we can look back on the past while also looking forward to the future, providing help and publicity for graduates.

(3) Points to note when leveraging momentum

• The publicity targets are not necessarily just candidates and graduates, publicity can also be carried out by seizing the emotional needs of candidates' parents.
• In addition to the serious, tense, and sensational college entrance examination scenes, you can also incorporate publicity in a more relaxed way. For example, the college entrance examination blunders that occur every year, such as forgetting to bring stationery, and other hot searches, can all be used as topics to introduce publicity.
• The college entrance examination is a national policy, so do not cross the red line.

(4) Reference cases

The simplest and most brutal way to cheer for the college entrance examination is to focus on packaging. In the 2022 college entrance examination season, Wanglaoji launched a customized can to cheer for the college entrance examination: simple and clear content coupled with Wanglaoji's festive red color, is very consistent with the atmosphere of the college entrance examination.

The cheongsam with the Chinese characters "Flag of victory" symbolizes a perfect egg... Good luck in the college entrance examination is indispensable. KFC launched a "Dingsheng Cake" in the 2022 college entrance examination season - "KFC" Dingsheng Cake "Definitely Win". This conveys the brand blessing of "Fearless of the ups and downs of life, KFC Dingsheng Cake gives you strength", conveys the meaning of "Definitely win" and "One shot" to the candidates, and expresses sincere blessings to the candidates for the college entrance examination.

On the occasion of the 2022 college entrance examination, Zhihu and China Youth Daily jointly launched a content with the theme of "Answers to Life's Opening Questions", inviting several well-known creators of Zhihu to answer the classic question of the college entrance examination: "What does the college entrance examination mean to us?" As an important node in life, the college entrance examination not only marks the end of high school, but also means the beginning of many life choices. Zhihu's planning hits another psychological point of the candidates and the audience, and the "answer" also cleverly hits Zhihu's slogan-"Where there is a question, there is an answer."

2. June 18th is e-commerce marketing day

(1) Leverage elements

Shopping festivals, discounts, promotions, logistics

(2) Direction of leveraging momentum

• Brand e-commerce can take this opportunity to place advertisements on a large scale and increase sales and visibility through promotional activities.
• E-commerce promotion days, in which almost everyone participates, can trigger sharing and discussion with promotional topics such as “discounts for purchases above a certain amount” and “deposit and balance payment”.
• This year, Father's Day coincides with 618, so holiday marketing can be added to brand promotions.

(3) Points to note when leveraging momentum

• 618 is a period of concentrated promotion for brand e-commerce. We should pay attention to combining brand characteristics and avoid homogeneity.
• According to past experience, promotional activities on June 18th will be quite intense, so it is best to start promotions in advance.
• Consumers already have extensive experience in large-scale e-commerce shopping festivals, and promotional information such as shopping price comparisons and promotional event collections are more likely to attract consumers' attention.

(4) Reference cases

In 2022, Tmall 618 shouted out "Ideal life, simple packaging." The concept of environmental protection was used to introduce the theme concept of the cooperating brands and this year's e-commerce shopping festival.

Coincidentally, last year Yili also responded to the policy call and released an "environmental protection battle report". At a time when major brands were releasing their sales results, the release of this environmental protection battle report seemed very fresh and unconventional. In addition to showing some of the 618 results, it also demonstrated the company's commitment to social responsibility, which was very likely to win the favor of consumers.

3. Solar terms and festivals

1. June 6th, Grain in Ear

(1) Leverage elements

Sowing, harvesting, traditional culture, environmental protection

(2) Direction of leveraging momentum

• Traditional solar terms are suitable for promotion by combining traditional elements.
• Sowing and harvesting are closely related to the natural environment, and Grain in Ear is a good time to promote environmental protection.
• You can use "sowing" as the theme and core to publish relevant brand promotion content.

(3) Reference cases

The Grain in Ear poster of Three Squirrels is very cute and full of vitality, with the caption: "Mangzhong, harvest and sow at the same time, plant a nut and expect to harvest 100 nuts immediately", which fits the positioning of the nut brand very well.

During the Grain in Ear season, KFC combined the traditional custom of "eating bitter food and drinking sour drinks" to create a clever advertisement for their whole wheat breakfast. The colors in the poster are cool and gentle, and it also combines Chinese style elements, which is very cute.

2. June 21 Summer Solstice

(1) Leverage elements

Heat, coolness, traditional culture

(2) Direction of leveraging momentum

• The summer solstice is the day with the longest daylight in the year and one of the hottest days. It is a good time to promote summer activities and the hot summer weather.
• The summer solstice is one of the 24 solar terms and is a representative of our country's traditional culture. It can be promoted in combination with Chinese elements.
• The summer solstice is the most representative solar term in summer, and the brand’s summer marketing can use the summer solstice as a node.
• As the weather starts to get hotter, people's demand for cooling off begins to increase, and gimmicks such as cooling artifacts and summer resorts can be added to marketing.

(3) Reference cases

Heqi released an ASMR short film on the summer solstice, using various sounds full of summer impressions to create an immersive summer natural picture. The interweaving of heat and coolness gives people a very beautiful aesthetic enjoyment, which is excellent as a summer marketing.

When the summer solstice arrives, Pinellia ternata blooms.

Summer solstice, the day with the longest daylight in the year.

The excitement and noise arrived as promised.

Let us listen to the summer together.

Summer Rhapsody.

Heat wave, sweating, heat, scorching, scorching sun, stuffiness, cicadas chirping, restlessness, summer thunder, listening to the rain, blowing wind, and making herbal tea.

A refreshing summer tune.

Refreshing, penetrating, childlike innocence, breeze, cool breeze, short rest, sunset, moonlight, frog sounds, fireflies, quiet enjoyment.

On the summer solstice, it is time to make tea.

Make a special drink and listen to the summer.

Arrow Home Furnishings focuses on relieving heat and cooling down. On the summer solstice, it released a poster with the theme of their cool home furnishings, "Summer Solstice Has Come, Cool Down the Room", seizing the concept of "coolness" and linking it with brand products.

summary

The weather is getting warmer. In June, there is Children's Day for children to have fun, and Father's Day for parents and children to have warm exchanges. The teenagers taking the college entrance examination are preparing for their last battle, and brand e-commerce companies are about to be busy with the most important promotion in the first half of the year...

This month has many important nodes that resonate and spark discussion. It is also the promotion month for e-commerce shopping sprees. Brands can seize these topics and seize the initiative in the promotion month. Remember to mark these important nodes in your schedule, hoping to help you get ahead in marketing!

Attached: June marketing node mind map, friends who need it can take it by themselves~

Author: Li Qiwen, everyone is a product manager intern; public account: Operation Party (id: yunyingpai666)