Lunar New Year is here!
Also known as Chinese New Year (CNY), it’s one of the biggest holiday celebrations – and means a lot to millions of people.
Many travel to China to reconnect with their families. Indeed, the number of domestic and international trips in 2018 is no joke. Not only that – the celebration extends to Chinese communities all over the world.
What’s in it for your business?
Such worldwide holiday fever is a golden opportunity. For years, many local and global brands always go all out on their Lunar New Year marketing campaigns. And so should you.
Take advantage of the occasion. Make your brand memorable with an effective Lunar New Year 2020 marketing campaign.
To do it, we’ve put together these best campaign inspirations for you:
No need to go fancy. Make use of the new year’s zodiac animal or the celebration’s red theme.
Starbucks played it well when they released adorable pig-themed items, such as teaspoons, bottles, drawstring pouches, etc.
They also had items with red-and-white or polka dot designs for those who are not fond of the zodiac animal.
Now it’s your turn to associate this year’s Year of the Rat to your marketing campaign. Give it a touch of your brand.
Everyone aims for a whole year of happiness. That’s why Lunar New Year traditions are all about attracting positive energy and good luck.
Godiva piqued on such common interest for their 2019 campaign. They set off with a koi fish design for their box packaging as it represents abundance. People can send them as good luck gifts to their loved ones.
Look up the most common traditions right now online. Think of ways on how to use them to your marketing advantage.
Offer good luck envelopes or red packets as a freebie. Or give out limited-edition items in lucky numbers.
Everyone wants to keep and feel the good vibes of the Lunar New Year. Who doesn’t, right?
Take it from Watsons. With their comical 2019 campaign video, they managed to entertain through exaggerated dialogue and upbeat musicality.
The core message of their “Happy Beautiful Year” campaign is to put away our differences. This coincides nicely with the holiday feels, which is all about family and togetherness.
And they remain on-brand – by telling how everyone should look good for the biggest occasion of the year.
Along with long-practised Lunar New Year traditions are values people want to uphold. These values include cherishing not only our loved ones but everyone around us.
That’s how Malaysia Airlines’ 2019 campaign became significant. They showed these important holiday values – and they did it simple and sweet.
The holiday spirit indeed fits their niche. After all, they bring families together through their transport service. But they went beyond that.
The brand inculcated the spirit of kindness, caring, and giving – the spirit of hospitality.
Capturing the audience’s emotions is an ever-effective marketing strategy.
So, consider tapping into the emotions the occasion triggers. Both the positive and negative.
Pique on the happiness of people celebrating the holiday with their families. Or, create content that addresses the longing of those who are far from their loved ones.
The latter is why Singtel’s 2019 campaign went viral. Who can’t relate to their emotional mother-child story? Their short film showed the steadfast love of parents and how it knows no borders.
Also, they didn’t fail to put their brand on the spotlight. They showed how they help people connect with their telecommunication services.
Think of the common frustrations that people face during Lunar New Year. The stress of long trips, holiday rush buying, and endless meal preparations, to name a few.
Focus on those pain points, then set your product or service as their comfort.
This is what Panadol Extra did with their 2019 campaign. They gave tribute to mothers who've worked to make Lunar New Year extra special for their families.
As they suffer from body aches because of age, fulfilling those tasks has been hard. Panadol Extra set their product as the solution to relieve their pain and continue making the occasion more memorable.
Your audience wants involvement. They love to create their own content. Why not tap on this enthusiasm?
Telstra Australia did. They even levelled up the creativity with their 2018 Lunar New Year campaign.
The campaign let people make their new year wishes more special – by displaying them on a billboard in Bourke Street, Melbourne!
This drove people to take pictures of the new year’s wishes on the billboard. So, joiners, especially those who are far from home, could send them to their loved ones.
Your content is great. It’s powerful and smooth-flowing. But does it convey your brand message?
In the process, you may forget about your brand or your offering. A lot of campaign ideas may overwhelm you. When this happens, go back to your business and marketing goals.
Wholesome content works all the time for Lunar New Year campaigns. That’s because the occasion is all about family reunions.
But this doesn’t mean you have to be boring. Go clever and comedic, or emotional and inspiring – all while keeping the idea of family affection.
More than half of the world population now goes online. So, don’t even think twice about using the digital platform for your marketing campaigns. Or else, you lose the competition and your customers.
This doesn’t mean you should totally give up on traditional marketing though. It still provides benefits for your campaigns depending on your needs.
If you can, get the best of both worlds!
Lunar New Year gives you immense favour to promote your brand. Do your marketing campaign right by channelling the spirit of the holiday.
Now's the best time to keep that creative juices flowing. Create epic marketing campaigns that stir conversations and leave a lasting impact. Doing so helps you stand out.
Gong Xi Fa Cai!
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