There is an old Chinese saying, "No new year is a year". Although Chinese New Year's Eve and the Lantern Festival have passed, the residual heat of the Spring Festival continues.
Nowadays, social media platforms have become the main front of brand marketing during the Spring Festival. According to SocialBox, a product of Digital Storytelling, the total number of interactions with topics related to the "Spring Festival" on platforms such as Douyin, Xiaohongshu, Weibo, WeChat, and Bilibili reached 17300 million.
Today, TOPJUN has sorted out the Spring Festival activity data of major brands, and here is an excellent case review to see how old each brand is? When its marketing activities break the circle with various postures, what feasible ways can it bring to the industry?
Eight industry rankings
Which campaign is the most popular?
Let's take a look at the list of marketing activities in all walks of life in the Spring Festival of the Year of the Dragon in 2024.
TOPJUN used DataStory's product DataStorytelling Radar to screen the Spring Festival activity data of each brand from December 2023 to February 2024 from three dimensions: industry, event volume and platform interaction.
The list involves eight major industries: sportswear, alcohol, food and beverage, beauty and skin care, automobiles, 3C digital, luxury goods, and games.
First of allSportswear, beauty and luxuryThese three major industries are involved in the management of consumers' appearance and image.
Year of the Dragon CNY event popularity ranking.
Sportswear, beauty and skin care, luxury goods.
Data**: Radar under Storytelling.
Judging by the data,The content of the sportswear industry is dominated by topics such as celebrity endorsements and New Year outfitsThe number of interactions with the communication channels of the event is mainly reflected in the two major social media, Weibo and WeChat. It mainly captures the consumer psychology of people who "change their face" every holiday, and highlights the cool attitude of young people who pursue traditional elements and are keen on trendy fashion.
WhileThe more popular cases in the beauty and skincare industry, where the consumer audience is skewed towards women, are also focused on celebrity marketingFor example, Fresh and Colorkey chose Gong Jun and Di Lieba respectively for the marketing of the Spring Festival event, and the number of interactions on their communication channels was higher on Weibo and WeChat. Although the volume and interaction of luxury events are generally not high, the communication topics are more diverse.
And then there'sAlcohol, food and beveragesIndustry.
Year of the Dragon CNY event popularity ranking.
Alcohol, food and beverages.
Data**: Radar under Storytelling.
The Spring Festival marketing media of alcohol are concentrated on Douyin and Weibo, and the content is mainly based on the adaptability of wine to the New Year scene。Among them, Wuliangye occupies two seats on the list, and there are also reasons why it appeared as the exclusive interactive partner of "Harmony Gift" in the Spring Festival Gala.
WhileThe marketing method of food and beverage selection is also dominated by celebritiesIt is worth noting that Yili and KFC both chose the Times Youth League to deliver New Year blessings, which shows that the consumer groups targeted by the brands are more inclined to young women.
Finally, there are the three major industries that focus on technology: automobiles, 3C digital, luxury goods, and games.
Year of the Dragon CNY event popularity ranking.
3C digital, luxury, games.
Data**: Radar under Storytelling.
The main marketing positions of car companies during the Spring Festival are concentrated in the short ** platform, of which Changan Automobile occupies the top three on the list; The communication channel of 3C digital is mainly WeChat, and the marketing method with a strong sense of consumer participation is more popular in this category. In the gaming industry, Peace Elite, Egg Boy Party, and Genshin Impact have successfully made the list, and building a Chinese New Year scene in the game has contributed greatly to increasing user engagement.
Outstanding performance of them
Play the Spring Festival like this
After reading the list, I believe that readers have a general understanding of the characteristics and trends of brand marketing for the Spring Festival of the Year of the Dragon in 2024.
Li Ning Miaohui is a new wish
Judging from the data in the above list, the 2024 Li Ning Miaohui New Wish Day Doujin Activity can be said to be the first in terms of voice and interaction in sportswear brand activities.
At the Spring Festival marketing node, Li Ning chose to link up with the Times Youth League and Xiao Zhan, and the strong star effect brought a high degree of popularity to the brand.
The two large fluctuations in the volume of voice and interaction in this event are the two major nodes of Li Ning's release of the Times Youth League Doujin Dance and Xiao Zhan's studio's release of the Weibo of the event. From the perspective of the keyword cloud, the keywords related to this event focus on the celebrities and brand attitudes invited by the brand.
The volume of Li-Ning's New Year activities and the amount of interaction.
Data**: Radar under Storytelling.
Li-Ning New Year activity keyword cloud.
Data**: Radar under Storytelling.
In addition, Li Ning also chose to combine online topics with offline activities, and launched the "New Year's Carnival Party of the Billions Youth Club" flash mob activity. The trendy design and eclectic fashion attitude have attracted the attention of young consumers in this Spring Festival
Fresh Silk, Gong Jun rejuvenated
In the beauty and skin care category, the most vocal and interactive Fresh Rebirth activity is mainly spread on Weibo and Xiaohongshu.
The core communication content of this Fresh is Gong Jun, the global brand spokesperson of Fresh, and Weibo accounts for 98 of the activity channels05% ranked first. Judging from the content of consumer feedback, fan support and recognition of the product are the mainstay.
Fresh officially announced Gong Jun as the global brand spokesperson.
The New Year marketing of beauty and skin care products is often based on limited packaging and limited gift boxesFresh chose to take advantage of the Spring Festival to announce the spokesperson officially, which can be said to have taken advantage of the momentum
Fendi Year of the Dragon Pokémon collaboration series
Luxury Chinese New Year marketing is often based on product design, and Fendi chose the classic IP Pokémon as the co-branded object to start the 2024 CNY marketing, and attracted people to check in with an offline exhibition in Taikoo Li, Chengdu.
Fendi's communication media are dominated by Douyin and Xiaohongshu, which can be seenBrands tend to choose younger grass to line up on the platform。Compared with Weibo, which has a strong fan culture, the content on Douyin and Xiaohongshu is more focused on the brand and the IP itself.
Fendi Pokémon offline exhibition.
Swipe left and right to view.
Fendi New Year event Douyin keyword cloud.
Data**: Radar under Storytelling.
Following the success of the last co-branding with Heytea to expand a wave of popularity in the sinking market, the co-branding with the classic animation IP is also a good attempt for Fendi to expand its voice.
Wuliangye and Chinese New Year activities
Wuliangye appeared in the Spring Festival Gala as the exclusive interactive partner of "Harmony Gift", which is undoubtedly the biggest winner among this Spring Festival liquor company. Combined with topics related to the Spring Festival Gala, consumers' discussions about the brand are spread across social platforms such as Douyin, Weibo, and Xiaohongshu. In terms of content dissemination, Wuliangye also focused on the table scene of the Spring Festival, using the reunion atmosphere to emphasize product characteristics such as taste.
Wuliangye Spring Festival.
Swipe up and down to see.
Wuliangye Spring Festival marketing keyword cloud.
Data**: Radar under Storytelling.
New Year joint activities of the Youth League of the Laiyifen Era
Yili will combine New Year blessings and product concepts for full-link marketing during the Spring Festival every year, and the most popular event in this year's Spring Festival is also a live broadcast project in cooperation with the Times Youth League, which can be seenSpokesperson marketing is also a good way for beverage companies to expand their voice during the Spring Festival
Laiyifen Times Youth League.
Changan Automobile's New Year blessing activity
Changan Automobile, which occupies the top three in the automotive industry, uses hot stalks and advertising films to achieve high interaction during the Spring Festival. For example, executives jumped "subject three", New Year's greetings sent by brothers in the Greater Bay Area and the New Year micro-movie of "Chang'an Qiyuan Beautiful Imaging Season".In the form of down-to-earth spirit, it enters the hearts of users during the Spring Festival
Changan Automobile executives skipped subject three.
Xiaomi Mobile Phone Spring Festival Photo Contest
Xiaomi's mobile phone photography contest has been carried out for many years, but in the context of Spring Festival marketing, its content and purpose are also more fireworks with the transmission of "New Year's flavor". And the reason why Xiaomi's activities can stand out in the same industryIn addition to the interactivity of the photo contest itself, it is also a life expression under the endorsement of CCTV
Xiaomi Mobile Phone Spring Festival Photo Contest
Swipe left and right to view.
Peace Elite Dragon Leap Great Wall Extreme Cold Mode
Peace Elite launched the "Dragon Leap Great Wall" New Year version, players can interact in the Dragon Head Area of the Great Wall of the Island, Longji Pass Drum Tower and Yulongtai Chinese elements full of scenes, the game also has Chinese New Year's Eve dinner settings, explosive street signs, lights and fireworks and other fun gameplay, creating a strong New Year atmosphere in the station, and the extreme cold mode also returns for a limited time every year.
In addition, Peace Elite also released the Chinese New Year film "I miss you very much in P City", and set up an extremely cold experience area in Harbin Ice and Snow World, which is on fire this yearA series of online and offline interconnected scene experiences mobilize the enthusiasm of players and increase the game**It is understood that its Spring Festival iOS revenue is estimated to exceed 1900 million yuan.
Break the circle in the same context
CNY Marketer**
Through the excellent cases of various industries, it can be found that although there are many industries involved in Spring Festival marketing, the marketing methods are always the same. How to use the atmosphere of the Spring Festival to tell the brand story, convey the brand concept, highlight the product characteristics, and stand out in the same industry has become a topic that the brand needs to think about before the arrival of the next Spring Festival.
After summarizing the Spring Festival marketing out of the circle this year, TOP Jun summed up three aspects, hoping to bring some enlightenment to brand marketing.
First,Take advantage of the spokesperson's momentum to convey New Year's blessings
From the perspective of Spring Festival marketing, spokesperson marketing is a win-win situation for brands, fans and spokespersons.
In this New Year marketing activity, the brand chooses spokespersons in addition to the popularity but also shows the characteristics of youthfulness, the brand through the spokesperson to the majority of consumers and spokesperson fans to convey the New Year blessings, not only using the star appeal but also to harvest the enthusiasm of fans, but also in the hearts of young consumers to establish a younger brand image;
And for the fans,A variety of activity materials make them more participatory, and also enhance their consumption experience to a certain extent
For the spokesperson, participating in brand marketing activities at the important node of the Spring Festival is also a certification of their own commercial value.
Second,Enrich the event scene and take advantage of the hot spots throughout the year
Netizens have ridiculed that the Spring Festival Gala in recent years can only summarize hot stalks and cannot create hot stalks, but this is not the case for brand marketing, and clever borrowing of hot spots throughout the year can also leave a deep impression in the hearts of consumers.
For example, Peace Elite and Fendi, one uses the popularity of special forces tourism and Harbin Ice and Snow World to link game scenes with consumption scenarios such as tourism to bring players a rich experience; One invites executives to skip subject three to create the look and feel of the earthy "Annual Meeting Can't Stop"; A co-branded popularity that enriches the image of the younger luxury brand.
It is also a way to use hot stalks to build brand marketing for the Spring Festival.
Third,Focus on life-oriented expression and enhance the sense of participation
The high popularity of Xiaomi's Spring Festival marketing is not only due to the huge user base of the brand itself, but also the expression of its daily life is the top priority.
During the Spring Festival, people's lives tend to focus more on the festive atmosphere and reunions of relatives and friendsStarting from the expression of life, we can go deeper into the minds of consumers。In addition, Wuliangye, which brushed its face greatly in the Spring Festival Gala, also passed the same path to gain consumer recognition for its product's adaptability to Chinese New Year's Eve rice.
Conclusion
The Spring Festival, as the largest and most important marketing node in the Chinese market throughout the year, is a great time for brands to launch campaigns. However, in the same context, how to achieve a breakthrough while avoiding homogenization is still a difficult problem.
To create a circle of Spring Festival social marketing, in addition to the basic New Year atmosphere, it is also necessary to grasp the preferences of consumers, in order to take advantage of the New Year to create a wave of traffic and achieve retention for the brand.
PS: Thank you for the data support provided by DataStory's product DataStorytelling, DataStory, for the data support provided in this article