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Find an Innovative Approach to Chinese New Year Marketing
Marketing is all about generating traction. The immediate objective is to capture the attention of the audience, then one must intrigue them enough so they get involved and finally to satiate the customer by delivering on the promise. It is needless to point out that digital marketing campaigns are a de facto choice. No matter how much you invest in traditional brick and mortar advertising, you will need to have a certain degree of omnipresence on social media, ecommerce and the internet in general.
Chinese New Year marketing demands innovation. Hundreds of thousands of companies are trying to vie for some heed from similar target audiences. Unless a marketing campaign truly stands out, generating traction may be elusive. Innovation is the only surefire way to attain some uniqueness but it must not be without context, there must be an enticing promise and the customer should be content in the end. If you are wondering what type of innovation you can bring in to your Chinese New Year marketing campaign, then these amazing examples can offer you some inspiration.
‘The Main Street for Lunar New Year Shopping’ of Taobao
Taobao came up with a fascinating strategy to combine tradition and technology, a classic painting and state of the art user interface. The largest ecommerce site in China recreated the famous painting called ‘Along the River during the Qingming Festival’. It created a cartoon or animated version and called it ‘The Main Street for Lunar New Year Shopping’. The original ancient painting highlighted the day-to-day life of people, including bustling markets and signs of general prosperity. The recreated version stayed true to the essence of the historical artwork and presented a rendition set in contemporary times. The version became the primary interface for users exploring the ecommerce platform. Shoppers could check out various types of products by clicking on the corresponding pictures and there was a direct search option as well.
Taobao made sure it had the promotional strategies in place and the new interface was warmly welcomed by the entire community. Transactions on the site skyrocketed and the platform recorded a sharp increase in first time buyers as well. The recreated painting had a creative and beautiful design. It offered an immersive experience. It also capitalized on a painting that is one of the prized cultural heritages of China and literally a household name. It is no surprise why Taobao recorded revenue of more than two and a half billion dollars through 2017.
Augmented Reality met Red Packets through Alipay
China is an ancient civilization. It has a plethora of traditions and customs, all of which are dear to most Chinese. Alipay, the most popular digital payment application in China, is fully aware of the potential of using traditions in the right spirit and in a contemporary manner. For Chinese New Year Marketing, Alipay simply transformed how people gift red packets. Traditionally, the Chinese have gifted red packets that are called Hong Bao, typically containing cash. Alipay chose to offer the same but through the world of augmented reality.
Alipay created an interface for its more than five hundred million users and called it AR Hong Bao game. Not only did the company emulate the potential impact of augmented reality, it turned a tradition into a game and mesmerized the people. Similar to how people went crazy with Pokemon Go, Alipay allowed its users to scan and search for virtual red packets or Hong Bao in the actual world. Users could secure red packets by paying for them using the app and then their friends and family could search for the concealed packets at their homes, offices and practically anywhere the Hong Bao were hidden. People were encouraged to offer clues so more recipients found it simpler and easier to actually locate their red packets.
Sensing the potential outreach and impact of the game, many brands joined the bandwagon and sponsored Hong Bao. KFC and P&G were just two of the many brands that tried to capitalize on the phenomenon. Alipay recorded fascinating growth. They distributed over two hundred million RMB via the game and it also secured a hundred and twenty thousand new followers on Weibo.
Weibo Live Streamed CCTV New Year’s Gala
More than a hundred million people watch the New Year’s Gala live on CCTV. It is inarguably the biggest television event on the eve of Chinese New Year. Weibo, the largest social media site in China, decided to cash in on the biggest event on television. It secured the right to live stream the event and it encouraged users to jump in with their own comments, feedbacks and blogs. Weibo has around three hundred and forty million monthly users, excluding the inactive accounts. Not only did many more people watch the event live, compared to previous years, Weibo also managed to facilitate the creation of almost sixty million blogs related to the gala. The hashtag Chun Wan had an impression of five billion. The number of users for the day exceeded a hundred and fifty four million, much more than the average for Weibo.
Apple combined Art & Technology
Apple is not a company to lag behind when it comes to innovation, be it with its technology or Chinese New Year marketing. It offered the opportunity to draw Chinese paintings on their devices with nothing more than touch. Chinese New Year drawing or Nian Hua is a celebrated art form in China. Apple provided compatibility with Illustrator and Adobe Photoshop to ensure users have a convenient experience. It enrolled young artists to create five drawings or Nian Hua illustrating popular idioms. The paintings were beautiful and festive. More importantly, they were drawn using Apple’s MacBook Pro and iPad Pro among others.
Coca-Cola went Red with Fu Wa
Coca-Cola had an ace up its sleeve for Chinese New Year marketing, its very own brand and trademark color red. Fortunately for the brand, red is also the symbol of the country, it has traditionally been associated with everything about the people and it is significant for the Chinese New Year. Coca-Cola utilized its color and came up with cans that had local slang phrases printed on them. The phrases were mostly humorous and also for festive blessings. The company went a step further and came up with Fu Wa or lucky dolls. It created two dolls and they concealed the animation in red circles on the cans, that people could scan and watch the animated figures offer blessings on their phones.