We know that the foundations of Chinese New Year are firmly rooted, with family and tradition at the forefront of the cultural celebration. Equally, we’re also aware that Chinese New Year has changed increasingly over the past 20 years and continues to evolve. So, how do brands seize the opportunity to connect and strengthen consumer bonds with relevance in today’s world?
Well thought out, considered and respectful marketing campaigns have the ability to reach a broad, Chinese target audience and beyond. Going further than simple discounts and promotions helps to differentiate from other brands. Ready to delve deeper? Through evolving lifestyles, we’ll be sharing insights on how to positively connect with Chinese consumers. Plus, we’ll reflect on examples from brands who have created memorable and innovative marketing ideas over the past few years.
It’s China’s biggest yearly holiday, so it’s important to incorporate the meaningful and traditional sentiments of the festival within campaigns. Here, we’ve compiled the key messaging elements to consider…
The power of emotional marketing
Holidays always bring out many emotions. There are the positives, which are family, love, hope and togetherness, but also the negatives, including one-upmanship and nosy relatives. Therefore, people will always resonate more with the emotions, rather than hard facts or a hard sell.
For instance, people love hearing good stories and they’re also 22 times more likely to remember a narrative, as opposed to facts. Stories that tap into emotions, which are linked to the Chinese New Year, are more likely to go viral on social channels.
A great example of this was visible in the ‘You are my CNY’ McDonald’s campaign from 2016. It effectively showcased how families travel across China to celebrate the holiday with their families, because for some, this is the only time of the year that they can see their relatives and loved ones.
Here’s the video: