Chinese New Year is all about celebrating and spending quality time with family, sharing health and wealth together. It's a great opportunity for your brand to show the same value and invite your customers into your family too. Here are some tips on how to create a great marketing strategy in this lucrative time of the year.
Understand your Audience
In order to take advantage of any seasonal event, you need to understand the nuances of the celebration as well as your consumer’s behaviour. Avoid those generic seasonal clutters and actually incorporate existing meaningful Chinese New Year customs into your campaign.
For example, for the past couple of years, WeChat introduced the e-red packets or hong bao that allow users to send money to their loved ones digitally. WeChat made it easier for their daily users to do what they do every year, but in a modern and digitalized way.
Reuters reports that over 46 billion red packets were sent in 2017. The digital red packet is a great example of how to integrate audience customs and behaviour on the right platform at the right time.
Celebrate not 'Appropriate'
Take note of Burberry's first ever Chinese New Year 2019 Campaign below. The brand faced backlash online on its portrayal of a traditional family portrait. Users were outraged that the family, clad in black and red, looked as if they came out of a Chinese horror film.
Did Burberry miss the mark, or did they stay true to their sophisticated and luxe brand?
While it is important to keep holidays and special occasions a part of your marketing strategy, culturally appropriating traditions by monetizing off stereotypes, however, is not the way to go. Understand your audience and align your brand story with their behaviours to build a strong narrative and brand affinity and advocacy.
What are your favourite CNY campaigns? Get in touch and don’t miss out on opportunities to raise your brand visibility in Southeast Asia.
Contact us for a tailored campaign or digital strategy proposal now.