What did successful seasonal marketing in 2024 do right?

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2024-09-14

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  Two major challenges for B2B product managers: how to analyze and design products from multiple perspectives such as market, user, and business? How to effectively manage and promote project implementation?

From Quick Exceeding 12g by Quick, to the short film of Yulema, to the perfume of Yulema, these cases show the younger trend and successful elements of Yulema marketing in the new era. By combining the 24 solar terms of traditional Chinese culture, brands are creating marketing activities that resonate emotionally with consumers.

The 24 solar terms, as the time coordinates of traditional Chinese culture, mark the changes of seasons and have been a guide to the life of the Chinese nation for thousands of years. Although modern society no longer relies entirely on this calendar for production and daily life, it always becomes a hot topic of discussion whenever the solar terms change.

Solar term marketing, as a marketing strategy that closely follows the changes of the 24 solar terms in traditional Chinese culture, is increasingly favored by brands. This marketing approach combines the characteristics of solar terms with brand attributes and plans related activities to enhance brand awareness and consumer favorability.

In recent years, the popularity of seasonal marketing has been soaring. According to the "2023-2024 Festival Marketing Trend Report", the popularity of marketing for many solar terms is on the rise, with a staggering 400% increase in the popularity of the Spring Equinox and the same 400% increase in the summer solstice the previous year. Amidst the soaring popularity, seasonal marketing has become an important battlefield for brand competition.

Switching jobs to become a B-end product manager and preparing to do a big job, I found that I had simplified the problem

In recent years, the vigorous development of B2B business has also led many people in related positions (C-end product managers, interaction, testing, research and development, operations, project managers, etc.) to transform into B2B products. But most people initially have concerns about the B-end

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However, in practice, although brands strive to align their brand characteristics with seasonal features, it may lead to the weakening of their own "brand" in the communication process, resulting in unsatisfactory marketing results.

A single strategy may be limited, but brands are not powerless. If one move doesn't work, then come up with another trick; If one company is not good, there will always be others who are good - next, let's take a look at how successful seasonal marketing in 2024 is done.

01 Binding season, binding positioning, binding innovation

As mentioned earlier, one of the main reasons why solar term marketing cannot achieve the expected communication effect is that the brand's product association with solar terms is not strong enough. The simplest way to solve this problem is to "bury the long line" by linking brand content with natural seasons, bringing a more long-term and systematic expression.

Morketing has identified brands that have done well in this area: Kuaike, Ele.me, and Wenxian. In addition, we have summarized the reasons why they are doing well.

At the beginning of the year, the topic of "recruiting Kuaike superheroes with a daily salary of 30000 yuan" became popular on Weibo, which is the beginning of Kuaike's 2024 solar term marketing. Kuaike recruited Kuaike Superman to shoot "Kuaike 12", which is a 12 different types of "fast movies" created by Kuaike with solar terms as the rhythm and Kuaike Superman as the protagonist. The Kuaike Plan lasts for 12 solar terms a year, combining 12 professions, reflecting 12 life stories, and outputting 12 ordinary superhuman spirits.

As of the time of publication, "Kuai Chao 12 Grams" has released seven issues: "Luck" at the beginning of spring, "Selection" at the awakening of insects, "Language" at Gu Yu, "Full" at Xiao Man, "Cool" at the summer solstice, "Light" at the end of summer, and "Explanation" at the beginning of autumn. A long-distance bus driver, a woman facing a "choice", meets a software development engineer from Cangjie, a badminton player who catches the racket again, finds a brave drummer, a lighting technician shining behind the scenes, a barber's "conversation"... Across all industries, it is the troubles, joys, courage, and life of ordinary people.

Kuaike does not delve into the depth of popular science about solar terms or the height of Chinese aesthetics, but extends to the level of brand cultural connotation through the cultural thickness and precipitation of solar terms. Kuaike has identified changes in the social environment, seized on the emotional demands of current consumers, and provided warmth and encouragement: 'You are Superman'.

Kuaike provides warmth and encouragement to people, while Ele.me also gets closer to the lives of ordinary people through the "Ele.me Seasonal Official".

Ele.me takes more frequent actions in seasonal marketing. As of press release, Hungriema has the following 10 solar marketing short films in 2024: "Little cold hides sweet, also taste sweet", "Laba doesn't need weekly progress, as long as Laba Congee enters the stomach", "Beginning of Spring, the Philosophy of Volume", "Literature of Drinking Tea in Rainwater", "Insects Startle Insects", "The Spring Equinox, the Essence of Spring", "Food is the deepest yearning, full of concern for loved ones", "Beginning of Summer for the elderly", "Famous" Hall of Noodles "and" The First Cup of Autumn in Famous Paintings ".

Ele.me's short films can resonate more emotionally with young people.

The short films such as "Beginning of Spring, the Philosophy of Volume", "Literature of Drinking Tea in Rainwater", "The Equinox of Spring, the Essence of Spring" are all based on the young people's small problems, and use homophonic stem and network stem flexibly, showing the young people's "crazy" mental outlook in humor, and using interesting words to calm anxiety.

In addition to humor, Ele.me's short films also have a mission to convey emotions. For example, during the Qingming and Qingming periods, we explore the taboo topic of death and tell heartwarming stories; Lixia held a "Community Elderly Egg Picking Competition" to call on society to pay attention to elderly people living alone... The brand not only caters to young people, but also integrates its social responsibility into the expression of seasonal marketing.

Resonance and communication are the winning strategies for Ele.me's long-term system expression.

Wen Xian is unwilling to fall behind.

As of press release, Wen Xian has released five kinds of solar perfume: "HUG after embracing each other" at the beginning of spring, "Lay with fragrant grass" in rain, "SHY of ventriloquism" in insects, "SENSITIVE" at the spring equinox, and "LOOSE of soul" at the Qingming Festival. Wen Xian endows each solar perfume with connotation, captures nature and culture, and thus realizes the connection with the brand.

Terence Su collaborated with "People" to release four short films titled "Better Growth" during the summer solstice, Xiaoshu, Dashu, and Liqiu seasons. The four short films respectively invited former director of the Forbidden City, Shan Jixiang, professor of history at Peking University, Luo Xin, singer Chen Hongyu, and artist Chen Peisi to tell the story of "better growth", which coincides with the brand positioning of Terence Su - "better".

By strengthening the positioning of "better" through the weight of life experiences, Terence Su broke free from information overload and achieved successful seasonal marketing.

Of course, one major reason why seasonal marketing cannot achieve the expected dissemination effect is the lack of innovation in the entry point. If we do well in this field, we will undoubtedly point to famous brands such as Jiaoxia and McDonald's.

Last year, Jiaoxia's "Awakening of Insects" went viral on the internet, highlighting the positioning of "lightweight outdoor". This year, Jiaoxia also had the same intention and released a short film called 'Back to the Outdoor' during the Spring Equinox. This year's short film is presented in the form of a musical drama, while expressing the core of "returning" to the outdoors through reverse playback, which is quite innovative and has attracted people's attention.

McDonald's' Eating Big Potato in the Heat 'has a long history and is creatively appealing. This year is already the 10th "Big Potato Day". This year, in addition to the traditional big potato discount, McDonald's also invited artist Fish Mountain Fan Kuan to jointly launch the "Retro Multi purpose Cold Mat" and "Retro Waist Fan", attracting the attention of young people.

Jiaoxia and McDonald's seasonal marketing have a significant feature beyond innovation: strong brand association.

Jiaoxia, known for its "lightweight outdoor" approach, and McDonald's "Big Potato", both seasonal marketing campaigns only focused on a single season, and the seasons themselves tended to exist only as a time background rather than a theme for marketing. Jiaoxia and McDonald's gained audience attention and favor through strong targeting and correlation in marketing.

After discussing these successful seasonal marketing strategies, can we find some commonalities among them?

In the new era, the success of seasonal marketing requires youthfulness

Looking at these seasonal marketing strategies, we can identify the following characteristics:

1. Focus on young people and pursue emotional resonance, such as Kuaike's "Cool" and Ele.me's "Spring Equinox, the Essence of Spring Equinox"

2. Pay attention to your own positioning and ensure strong correlation, such as Wen Xian's "Soul Relaxation LOOSE" and Terence Su's "Better Growth"

3. There is innovation and audience memory points, such as McDonald's "Eating Big Potato in the Heat" and Ele.me's "Laba Don't Need Weekly Progress, Just Laba Weekly Progress"

4. It has connotation and a sense of social responsibility, such as Kuaike's "Jie" and Ele.me's "The Old Man's Beginning of Summer"

It is not difficult to find that in the trend of seasonal marketing, "paying attention to young people and pursuing emotional resonance" has become a new magic weapon.

As Generation Z becomes the main consumer, avant-garde, open-minded, and trendy products are widely welcomed. However, although Generation Z has a stronger desire to consume, they are not blindly consuming: they prefer products that satisfy their emotional needs, have personality, novelty, and connotation. Brands that have achieved great success in seasonal marketing have also seen this opportunity, thus realizing the success of seasonal marketing.

In short, seasonal marketing is not a simple or optional process. Solar terms are special days that are worth brands' continuous attention. If brands have ideas and needs for solar terms, solar terms are an important marketing moment. And ultimately, what we strive for is the level of dedication of the brands: marketing that is closer to the audience and closer to the brand's solar terms is the key to great success.

Text | CD

This article is written by [Morketing], the product manager of Renren. The WeChat official account is [Morketing]. The original/authorized release of this article is made by Renren. Without permission, it is prohibited to reprint it.

The title image is from Unsplash, based on the CC0 protocol.

2024成功的节气营销做对了什么？

Morketing关注

2024-09-14

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从快克的《快超12克》到饿了么的节气短片，再到闻献的节气香水，这些案例展示了节气营销在新时代的年轻化趋势和成功要素。通过结合中国传统文化的二十四节气，品牌们正在创造与消费者情感共鸣的营销活动。

二十四节气作为中国传统文化的时间坐标，标记了岁时更迭，更是中华民族千百年来的生活指南。尽管现代社会已不再完全依赖这一历法进行生产生活，但每当节气更替，它总能成为人们热议的话题。

节气营销，作为一种紧跟中国传统文化二十四节气变化的营销策略，正日益受到品牌的青睐。这种营销方式通过将节气的特色与品牌属性相结合，策划相关活动，以提升品牌的知名度和消费者的好感度。

近年来，节气营销热度不断飙升。根据《2023-2024节日营销趋势报告》的数据显示，不少节气营销热度呈增长态势，春分的热度涨幅更是达到了惊人的400%，而前一年的夏至也同样达到了400%的涨幅。在热度飙升之中，节气营销已成为品牌竞争的重要战场。

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但在实践中，虽然品牌们将自己的品牌特性努力贴合节气特点，但有可能会导致自身“品牌”在传播过程中被弱化，反而使得营销效果不尽人意。

单一策略或许局限，但品牌们并不死板。一招不行，便另出奇招；一家不好，总有别家好——接下来，让我们看看2024成功的节气营销是怎么做的。

01 绑定时令、绑定定位、绑定创新

如前文所说，节气营销无法达到预期的传播效果，一大原因便是品牌与节气的产品关联性不够强。想要解决这个问题，最简单的一个方法就是“埋长线”，将品牌内容与自然时令绑定，带来更为长线、系统的表达。

Morketing盘点在这方面做得比较好的品牌：快克、饿了么和闻献。此外，我们总结了它们做得好的原因。

年初，快克“日薪3w招募快克超人”的话题在微博上火了，而这正是快克2024节气营销的开始。快克“招募快克超人”是为了拍摄《快超12克》，后者是快克打造的以节气为节奏，以快克超人为主角，拍摄的12部不同类型的「快电影」。快克计划以一年12个节气为期，结合12种职业，体现12种人生故事，输出12种平凡超人的精神。

截至发稿前，《快超12克》已发布了七期：立春《运》、惊蛰《择》、谷雨《语》、小满《满》、夏至《酷》、大暑《光》和立秋《解》。长途车司机，面临「选择」的女子，邂逅仓颉的软件开发工程师，重新接住球拍的羽球运动员，找到勇气的鼓手，幕后发光的灯光师，理发师的「对话」……各行各业，却都是平凡人的烦恼、快乐、勇气与生活。

快克不卷节气科普的深度，不卷中式美学的高度，而是通过节气的文化厚度和沉淀，延伸至品牌文化内涵层面。快克洞察到了社会环境的变化，抓住当下消费者的情感诉求，给予消费者温暖与鼓励：「你就是超人」。

快克给予人们温暖和鼓励，饿了么同样通过「饿了么时令官」贴近普通人的生活。

饿了么在节气营销上动作更为频繁。截至发稿，饿了么在2024有如下10条节气营销短片：《小寒藏甜，也尝点甜》、《腊八不要周进度，只要腊八粥进肚》、《立春，卷的哲学》、《雨水饮茶文学》、《虫启惊蛰》、《春分，春天的精分》、《食物是最深的思念，装满了对爱的人的牵挂》、《老人的立夏》、《面馆的“名”堂》和《名画里的秋天第一杯》。

饿了么的短片更能与年轻人产生情感共鸣。

《立春，卷的哲学》、《雨水饮茶文学》、《春分、春天的精分》等短片都立足于年轻人的小难题，并活用谐音梗、网络梗，在诙谐之中呈现出年轻人“发疯”的精神面貌，用趣味文字抚平焦虑。

在诙谐之外，饿了么的短片也不乏传情使命。例如清明清明探讨讳莫如深的死亡话题，讲述温暖故事；立夏举办“社区老年掼蛋比赛”，呼吁社会关注独居老人……品牌不仅贴近了年轻人，也将品牌的社会责任感融入了节气营销的表达中。

共鸣与传情，是饿了么长线系统表达的制胜法宝。

闻献不甘落后。

截至发稿，闻献共发布了五款节气香水：立春「相拥之后 HUG」、雨水「芳草留痕 LAY」、惊蛰「腹语之术 SHY」、春分「体物入微 SENSITIVE」和清明「灵魂弛放 LOOSE」。闻献为每款节气香水赋予内涵，捕捉自然与文化，借此来实现与品牌的连结。

特仑苏联合《人物》在夏至、小暑、大暑和立秋推出了四部短片，均名为《更好生长》。四部短片分别邀请了故宫前院长单霁翔、北大历史学系教授罗新、歌手陈鸿宇和艺术家陈佩斯，讲述“更好生长”的故事，而这正与特仑苏的品牌定位不谋而合——「更好」。

通过人生经历之沉重来强化「更好」的定位，特仑苏借此跳出了信息灌输饱和，实现了成功的节气营销。

当然，节气营销无法达到预期的传播效果，还有一大原因是切入点缺乏创新。在这个领域做得好的，我们无疑要点名蕉下和麦当劳。

去年，蕉下的《惊蛰令》爆红全网，亮明了「轻量化户外」的定位。今年蕉下同样具备心意，在春分发布短片《回户外》。今年的短片以歌舞剧的形式呈现，同时通过倒放的形式来表达“回”户外的内核，颇具创新，引发人们的关注。

麦当劳的「大暑吃大薯」更是历史悠久，创意引人。今年已是第十届「大薯日」。今年除了传统的大薯优惠外，麦当劳还邀请了艺术家鱼山饭宽，共同推出“复古多用凉席”和“复古腰扇”，引起年轻人们的注目。

蕉下与麦当劳的节气营销在创新之外还有一个显著特点：与品牌强关联。

「轻量化户外」的蕉下与麦当劳的「大薯」，两次节气营销活动都只做了单节气的集中爆发，节气本身甚至更趋向只作为营销的时间背景而非主题存在——蕉下和麦当劳正是通过营销的强针对性和强关联性，才获得了受众的关注和青睐。

说完了这些成功的节气营销，我们能否从中找到一些共通之处呢？

02 新时代，节气营销要成功就得年轻化

纵观这些节气营销，我们能找到以下特点：

1.关注年轻人，追求情感共鸣，如快克《酷》、饿了么《春分，春天的精分》

2.关注自身定位，确保强关联性，如闻献「灵魂弛放 LOOSE」、特仑苏《更好生长》

3.有创新，存在受众记忆点，如麦当劳「大暑吃大薯」，饿了么《腊八不要周进度，只要腊八周进度》

4.有内涵，存乎社会责任感，如快克《解》、饿了么《老人的立夏》

不难发现，在节气营销的趋势中，“关注年轻人，追求情感共鸣”成了崭新的法宝。

随着Z世代成为消费主体，思路前卫、观念开放、新潮有趣的产品受到普遍欢迎。然而，虽然Z世代消费欲望更强，但他们却并非盲目消费：他们更喜欢满足情绪需求的、有个性的、有新意的、有内涵的产品，而在节气营销中大获成功的品牌也正是看到了这个机会，从而实现了节气营销的成功。

总之，节气营销绝非一个简单、可有可无的环节，节气是特殊的日子，它确实值得品牌们持续关注。如果品牌们对于节气有想法、有需求，节气就是一个重要的营销时刻。而最终拼的，还是品牌们的用心程度：更贴近受众也更贴近品牌的节气营销，才能大获成功。

文 | CD

本文由人人都是产品经理作者【Morketing】，微信公众号：【Morketing】，原创/授权 发布于人人都是产品经理，未经许可，禁止转载。

题图来自Unsplash，基于 CC0 协议。