It’s a major holiday not just in the country, but all over the world. It’s also a holiday that carries a lot of meaning; beginning of spring after a long harsh winter, getting back home to the family, and reconnecting back to our culture and tradition for those of us who will become ‘bananas’ again after the holiday.
Many brands take this time of year to push sales and set campaigns to reach various marketing goals. But aside from the usual sales, discounts, and promotions, your business can take this chance to brand beyond selling. Let’s look at 5 ways to brand during the season:
But if you’re a service business, you can create special new year packages, gift cards, or thank you cards with Lunar New Year themes. Themed collaterals will not only get people to take interest in your brand more at this time of year, but also connects with them better through a shared value, which is the festive spirit of Chinese New Year.
However, adverts and commercials are no longer bound to TV screens. Brand storytelling can now be told through Facebook videos, Instagram and YouTube where social sharing dominates. The goal is still the same; to stir emotions among viewers and connect them to the brand. A common theme would always be about family, love, and nostalgia. Some brands tell a tear-jerking story, while others are heartwarming and maybe even humorous. It’s important to also know how the advert reflects the values of your brand, and how it plays along with your brand strategy and campaign.
We updated our cover photo with a special Chinese New Year theme. And you can go ahead and decorate your digital assets too. Posts GIFs and videos about the new year, and don’t forget to hashtag your posts with everything Chinese New Year-related.
Images are also crucial for email marketing. It makes your email newsletter more attractive and it retains better attention than mere paragraphs. You can measure your email performance through the amount of ‘opens’ and ‘clicks’ and observe what type of email works best for your customer segments.
For example, Giant Hypermarket wrote blogs about DIY ideas for Chinese New Year. Their content generates traffic into their website, which increases the chance for people to browse more blogs and product catalogues.
Besides blogging, user-generated content (UGC) might also be a way to campaign your brand during the season. With UGC, your social media branding can reach a large number of shares, and increase brand awareness. Usually, UGC is done in a form of online contests such as giveaways and lucky draws, like this one organised by a luxury hotel. Notice that contestants are required to complete a slogan, tag 5 people, AND share it with their social followers.
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Chinese New Year is a Chinese festival that celebrates the beginning of a new year on the traditional Chinese calendar. Chinese New Year – Instagram Contest Winner will be announced on 31st January 2019 and gets to enjoy Complimentary Dinner on our Theme Nights! All you need to do is follow the given set of rules, to participate: 1. Follow our Instagram page @joodpalace_dxb & Like our facebook page @joodpalacehoteldxb 2. Complete the Sentence : Chinese New Year is also known as the ________________ 3. Tag 5 friends (multiple entries accepted) 4. Like, Share, Repost with #CNYatJood . The more you share the post, higher are the chances of you winning. Make sure your account/post is public. #contest #instagram #social #socialmediacontest #giveaway #giveaways #dubaicontest #uaecontest #chinesenewyear #chinesenewyear2019 #jood #joodpalacehotel #dubai #uae #CNYatJood
A post shared by Jood Palace Hotel, Dubai (@joodpalace_dxb) on
That being said, your brand should still embrace creativity this Chinese New Year. As you create your Chinese New Year branding, you have to make sure your audience can relate to the values and messages behind it and respond to your brand positively.
Getting an agency to help you with your festive branding might just be the trick to find that balance. Though it might be too late to start Chinese New Year 2019 branding this year, you can always try it out next year. Early planning helps for a smooth campaign. It’ll be the year of the rat already before you know it!