February marketing calendar is out, a must-have tool for following hot topics and doing marketing

January is not over yet, and the February marketing calendar is here again. February is a month full of festive atmosphere and romance. How is everyone's brand marketing going? Have you figured out your ideas? If not, follow the author and read the following article.

The holidays are coming soon. Do you have any ideas for your marketing calendar for February? If not, take a look at the following article. This article sorts out the holidays suitable for marketing in February and the corresponding reference cases, so that you can grasp the marketing hot spots in advance. This February, you don’t have to worry about marketing! Let’s take a look.

1. National Festival

1. Lantern Festival on February 5

(1) Leverage elements and directions

Elements: Lanterns, reunion, celebration, viewing lanterns, glutinous rice balls, Lantern Festival

direction:

• Interact with users through riddles;
• Use video blessings to empathize with users;
• Cleverly use Lantern Festival elements to promote the brand;
• Integrate product application scenarios into the Lantern Festival customs.

(2) Points to note when leveraging momentum

• The riddles should not be too difficult to make users feel involved;
• The Lantern Festival elements are distinguished from the Spring Festival.

(3) Reference cases

Coca-Cola uses the Chinese character "晓" to express the characteristics of its product, and uses the dot above "晓" as the bottle cap. The character "肖" below is displayed in the form of three people, expressing the festive atmosphere of family reunion during the Lantern Festival.

The design of Xiaomi mobile phone is inspired by the filling of glutinous rice balls flowing out to cover the frame of the phone. At the same time, the red background is used, and the color contrast is sharp, which better highlights the product features. It implies the custom of eating glutinous rice balls during the Lantern Festival.

Mengniu Dairy took advantage of the festive atmosphere during the festival, when everyone would drink something to liven up the atmosphere, and expressed the atmosphere of reunion by raising their glasses to drink. One glass to reunion, one glass to health, and one glass to the world!

2. February 14th (Valentine’s Day)

(1) Leverage elements and directions

Elements: couple, romance, love, chocolate, flowers, confession, gift

direction:

• Valentine's Day exclusive gifts: activities such as opening gift boxes and lucky draws can be held;
• Valentine's Day selection activities: You can hold theme voting activities such as "Best Couple Looks" and "Dare to Love and Dare to Show Off", and give out prizes based on the rankings;
• Valentine's Day Fun Test: Take the fun test of love fortune and see how your love luck is? It is very interesting and can easily arouse consumers' brand memory.

(2) Points to note when leveraging momentum

• Don’t create indecent behavior that can easily lead to criticism;
• Pay attention to the scale and don't cross the edge.

(3) Reference cases

McDonald's uses pink as the theme to launch ice cream products, which also express the sweetness between lovers. The ice cream cone uses words to express "Love you is soft and sweet in my heart". The whole poster creates a romantic and sweet atmosphere, which fits the festive atmosphere and highlights the product features.

The Valentine's Day copy of 999 Cold Relief takes "love" as the theme, exaggerating love and using the copy "Love should be said out loud" to cater to the characteristics of the poster. "Be with you, year after year" highlights the warmth of the product.

Lengshenling uses pink as the main design color to highlight the romantic characteristics of Valentine's Day. It uses the sweetness between lovers, "I smile as soon as I see you," as the copy design to show the characteristics of the product.

2. Solar terms and festivals

1. 2.4 Beginning of Spring

(1) Leverage elements

hope, spring, recovery, warmth, green

(2) Direction of leveraging momentum

• Break down, spell, and interpret the word "Spring" and integrate your own brand name, slogan, etc. into it;
• Find the connection between brands and products and spring elements, use products to spell out spring elements, or use elements to spell out product shapes or brand logos. The goal is to fill your eyes with spring colors and live up to the spring scenery.
• Send good wishes and expectations with the brand's characteristics, win the hearts and minds;
• Good marketing means integrating the characteristics and functions of your own products or brand with "spring" and cleverly leveraging the product's potential.

(3) Reference cases

The real estate advertisement for the Beginning of Spring combines spring with warmth, presenting the word "spring" in the form of collage and "sun" in the form of a door. The door is brightly lit and warm like spring, reflecting the warmth of the brand.

Ele.me used the brand letters as design inspiration and planted flowers and vegetables on the "e", symbolizing the coming of spring bamboo shoots and green leaves, as well as spring rolls and spring pancakes that everyone eats in spring, creating a scene of vitality and revival.

The Beginning of Spring is the first of the 24 solar terms. Li means "beginning" and spring represents warmth and growth. After the cold winter, everything grows. Let's drink some fine wine and meet for the spring.

2. February 19th Rain

(1) Leverage elements

Rain, sowing, hope, vitality, fresh air, rest

(2) Direction of leveraging momentum

• Travel products can offer seasonal red envelopes;
• With the help of rainwater, the product is integrated into the scenes of ancient poetry;
• It is related to precipitation phenomena and the vitality of all things;
• Related to the current seasonal diet and living habits.

(3) Reference cases

Duodian Dmall's Rainwater and Jingzhe posters not only show the content of the Rainwater and Jingzhe solar terms, but also show the gradual growth of Duodian digital retail, integrating traditional Chinese solar term culture with brand-new digital retail! Experience the tradition and innovation of life!

Sunac used the word "Rainwater" for poster promotion, with a simple background and complex font design, adding Chinese traditional culture and architecture on the basis of the font. The traditional cultural atmosphere is fully utilized, allowing users to feel the cultural influence, and at the same time full of artistic and exquisite feelings.

The design of Xintiandi's poster is mainly blue, with the theme of blue sky and sea water, highlighting the brand characteristics and showing the brand's grandeur. At the same time, poetry is used as the main copywriting to highlight the cultural atmosphere, and the simplicity and grandeur show the brand's tone.

3. February 21st: Dragon Raises its Head

(1) Leverage elements

All things come back to life, farming, haircuts, sacrifices, good luck

(2) Direction of leveraging momentum

• The dragon is used as the design theme to highlight the brand characteristics;
• Whether it is creating an event or leveraging marketing, "raising your head" is the voice of marketing, allowing everyone to see and feel it;
• Posters are designed based on festival customs, such as "haircut", "sacrifice", etc., and the poster design is based on festive themes.

(3) Reference cases

Burger King used ketchup to draw a dragon to highlight the festive atmosphere, but the overall poster is relatively simple and not very beautiful. It needs to be more beautiful while highlighting the product features.

The combination of the brand mascot and the dragon not only showcases the brand’s characteristics but also caters to the festive atmosphere. The addition of poetry to the poster design makes the overall design more Chinese in style while also making people feel the cultural influence.

As an old food brand, Si Nian also shows its brand characteristics in the poster design, combining the fireworks of the world with the dragon, the smoke and the winding dragon, which complement each other. At the same time, it also shows a positive and optimistic attitude.

3. Summary

The above is the February marketing calendar compiled by Xiaopai for everyone. As a traditional festival in my country, February 2nd Dragon Raising its Head is also sought after and loved by many people. However, major brands should also pay attention to festival customs and not make mistakes when conducting Dragon Raising its Head festival marketing, otherwise it will bring bad effects.

In addition, you should also arrange your schedule for other festivals, but be careful to find the fit between the brand and the festival, and don’t follow the trend blindly!

I wish you all a happy New Year in advance, all the best, and a prosperous new year.

Attached: February marketing node mind map, friends who need it can take it~

Author: Liu Yan; Official account: Yunyingpai (id: yunyingpai666)