Super Milk Dad Day even though we've got all kinds of strange festivals

"The Butterfly Day of Makeup", "Super milk Father Day"-although we already have all kinds of strange festivals, but these two names must still make many people feel fresh. From March to April, Beijing-East launched a series of marketing activities with the theme of these two festivals. As the initiator, what is the intention of Beijing East in this time when various holiday promotions have been swamped?

The answer is clearly not just "fresh". "Motivated, interesting, and good"--this is the three principles summed up by agency 180China in the "Making festival" marketing for Jingdong, "We hope we can pass ' Create a festival to make a promotional event more interesting, rather than simply tell you how cheap jingdong goods, and to stimulate a more intense consumer participation, "180 of the business Director Kalala to describe the meaning of" making the festival.

In Kalala's view, "Making knots" is also a "creative drive", similar to the nature of 180 as an independent advertising agency. In the case of the Butterfly festival, it has two time backgrounds: March 8 of Women's Day and the March 15 consumer days, just as Beijing East in this period of the main promotional point is its slogan "Many, fast, good, provincial" in the "good", so "is the makeup of the Butterfly Festival" has emerged. "On the one hand, to cater to women's Day, we will be the female consumer as the main target of promotion, on the other hand, in order to meet consumer day, but also in order to strengthen the ' buy authentic, on Jingdong ' brand positive image, we will be ' authentic ' as the ' festival ' marketing Another important point of appeal.

Suspense, exaggeration, banter, tenderness, in the creative implementation level, 180 combined with important entertainment factors, design progressive type of integrated communication. First of all, starting from mid-February to preheat the line, two places in Beijing and Shanghai to launch a large screen advertising, to "the City of men to be careful" for the theme of creating suspense and hot on the network; then, to "cheat girls, the consequences are very serious" as the theme of the TVC through the traditional television media, network video patch, A wide range of media outlets, such as outdoor buildings and social networks, in the release of suspense at the same time will be the whole "makeup butterfly festival," the core concept conveyed; At the same time, the same theme of the outdoor plane ads in the public transit station for large-scale launch, as the support of topic proliferation; after half a month of preheating propaganda, With the March "Butterfly Day" officially launched, the end of the social media to launch the topic of promotion, mining users of the butterfly festival "real" brand core, to warm up the ending.

Outdoor large screen to create suspense:

Plane TVC spread: Table true warmth end:

In contrast, although the "super Milk Father's Day" in the marketing of the "butterfly Festival" is not the size of the investment budget, only in the social network propaganda, but still with its excellent insight to win the attention of consumers. As the Beijing-east maternal and child products promotional promotion, 180 ingenuity to this promotional target crowd positioning in the "Milk Dad" of the body, "in fact, many men are now a happy milk dad, the man's Milk Dad is also popular, including" Where Daddy Go "the rise of these entertainment programs, so that the culture of milk and dad is becoming a new trend", Responsible for the whole "super milk Father Day" creative work of the 180 creative director of the "Super Milk Dad" section of the background and origin. The same thing with the "Butterfly Day" is that two festivals of the object of ridicule are focused on the male consumer, he thought that this is the Beijing-East close to the direct performance of consumers, "because men are more ' good to do ' some, and the mentality of the younger generation, play the beginning."

"Festival" marketing may be a new inspiration for all electronic commodity cards. When consumers have been accustomed to the Spring festival, Valentine's Day, 51, National day, Singles Day, after Christmas, might as well try to bring some new things to them, while playing with consumers, may also win more support and recognition.

Straight, hard promotion was increasingly numbing and repulsive, "we hope that the promotion of jingdong can arouse people's concern and cognition to Jingdong brand, let consumers feel that Jingdong is really and they stand together, and always drive some fun and trend, kalala that this is the" festival "marketing the greatest value," We do not want to celebrate the holidays, to promote the promotion, if the festival can not arouse the interest of everyone, then simply do not, because the numb advertising information completely wasted customer budget.