First of, Happy Spring Festival to all our Chinese followers and everyone celebrating the start of the Year Of The Sheep!
Marketers are taking this opportunity to spice up their campaigns with some themed contests, give-aways, polls, videos and other activities to reach and attract the eye of the prospects. PepsiCo, for example, launched the Spring Festival Campaign Bring Happiness Home (BHH) campaign this year in collaboration with the China Women’s Development Foundation (CWDF).
The participants of the program are invited to record and share their moments of happiness during the Spring Festival reunion with their parents and families. The best BHH mini movies will be made into a microfilm, and broadcast simultaneously in China and New York's Time Square as part of the HSF celebrations in the city. As the first BHH campaign outside China, it will provide an opportunity for the overseas Chinese community to share the same festive joy and happiness of their compatriots back home.
The study shows that having emotional aspect, video and user-generated content as bases for marketing campaigns reinforce the participation and engagement from the audience, therefore increasing the chance of campaign success.
Below we outline some of the key elements that make up for a successful marketing campaign:
- Define your niche: sector, buyer personas, brand positioning, stakeholders involved etc.
- What are your goals and expectations? Is it branding, lead generation, website traffic, app downloads or other?
- Set clear Key Performance Indicators (KPIs).
- How are they going to be monitored and analysed?
- Run a small test before a full campaign launch.
- Visualise the story through rich content media.
- Never stop optimising!
Here are some other themed marketing campaign ideas that rock that your company might want to consider throughout the first months of the year.
What are your favourite themed campaigns? Share them with us in the comments section below!
Need a hand with planning and executing a marketing campaign? Simply contact 7marketz Associate, and we'll help you get started!