Click the image for details What kind of advertisement touches people's hearts the most? Emotional and heartfelt ones. Especially during the New Year and Spring Festival holidays, when Chinese people's emotions run highest, topics like family, friends, reunion, and blessings are the easiest to strike a chord. Through constantly updated creativity and presentation, they always move people. The recent viral video "What is Peppa?" proved this point. 01 Moments Ads Help FMCG Brands Tell New Year Stories For FMCG brands in alcohol, food, and beverages, the "double holidays" are also important marketing nodes. How can they grasp the core point of emotional communication and create a New Year brand campaign that is both innovative and touching? Many leading brands in the industry choose to advertise on WeChat Moments. The product format of Moments ads is very suitable for telling brand stories, providing ample space and rich tools for creative expression. At the same time, with WeChat's powerful data capabilities and social attributes, it helps brands identify the right audience and stimulate user interaction and sharing. By reviewing a wave of excellent cases during the New Year period, we can see that these brands have mastered the essence of emotional communication in New Year marketing. At the turn of the year, users typically do three things: review the past year, make wishes and set goals for the new year, and send blessings to family and friends. This is the perfect starting point for brand creativity.
Jiangxiaobai:
Mini Program Customized Bottles Help You Review and Treasure 2018 Jiangxiaobai tells stories with memories. Using the powerful interactive capabilities of the Mini Program, they customize exclusive stories on the bottle body for consumers, encouraging users to review the beautiful memories of the past year and participate in interaction, building a closed loop with the Mini Program. Telunsu:
Growing Together in the New Year, Meeting a Better Self Telunsu uses the theme "Better 2019, Better Self," with four celebrity spokespersons interpreting "better" in various aspects, resonating with users' emotions of growing and harvesting together in the new year. Yili:
Shake for a Fortune, Add Vitality to Your Home for the New Year Yili turned New Year wishes into an interactive fortune-telling game. Whether it's a promotion or getting a six-pack, every shake is a good fortune, and the more you interact, the happier you feel, letting users experience Yili's positive energy. Hennessy:
DIY Postcards to See Your Original Aspiration and Reach Their Heart Hennessy V.S.O.P invites users to participate in interactive DIY custom postcards, reminding them to appreciate every sincere moment in life from aspects like life, work, family, love, and friendship. The value of "seeing your original aspiration" permeates every detail, making users fully feel the brand philosophy. Wanglaoji:
@Those You Care About Most, Send the Most Auspicious Blessings Wanglaoji's brand tone naturally fits the festive atmosphere of the New Year. With the theme of returning home for reunion, celebrity spokespersons interpret the brand concept that "auspiciousness is the beginning of all good things," leading to the core promotional theme "Drink Wanglaoji for an Auspicious New Year." They also use the @friend function to encourage users to comment and send blessings, achieving multi-directional communication between users and the brand, and among users. After seeing these brilliant ads, let's summarize the tips for FMCG New Year marketing: 1. Brand The New Year is a precious time for emotional communication with consumers. In addition to product promotions, more attention should be paid to brand promotion, and preparation should be done in advance, as good creativity needs more careful polishing. 2. Creativity Creativity should focus on combining brand tone with New Year themes, deeply exploring people's emotional needs, and enhancing the New Year atmosphere through various means for better results. 3. Interaction Cleverly design interactive methods to attract user participation. In interaction, it's easier to build connections between the brand and users, generating emotional resonance. 4. Social The New Year and Spring Festival are peak periods for Chinese people to socialize and connect emotionally. Brands can leverage social media and social tools like Moments ads' @friend function to better use people's social needs to drive brand communication and expand influence. The Lunar New Year is coming soon. Are you ready to move people with emotion in this wave of Spring Festival marketing? Source: Tencent Social Ads (ID: e_qq_com) New Distribution will hold the 2019 (5th) FMCG + Internet Conference during the Chengdu Spring Sugar Fair from March 16 to March 18. This conference will focus on the topic of "Breaking the Game" , with in-depth discussions with many brand owners, supply chain service providers, distributors, and retailers. Compared to previous conferences, this summit will be fully upgraded. In addition to original topics like channel innovation, city distribution logistics, and distributor transformation , it will add multiple parallel forums such as new marketing cases, IP + FMCG empowerment, community group buying, and innovative retail . Through three days of ten high-density, high-quality expert sharing and exchanges, we believe every brand owner and distributor can learn the latest business models, expert opinions, and practical methods, finding new tools and methods to break the game in 2019 and return to the track of high-speed growth. -END-