Marketing campaign ideas for business in Lunar New Year 2021
Similar to Christmas in Western culture, Lunar New Year is considered the biggest festival for people from Asian countries, including China, Vietnam, Thailand, Hong Kong, Taiwan. On 12th February 2021, more than 1.5 billion people around the world will celebrate Lunar New Year, including people in Australia.
But first, what is Lunar New Year?
Lunar New Year, or is known as Chinese Chunjie, Vietnamese Tet, Korean Solnal, Tibetan Losar, also called Spring Festival. This festival is typically celebrated in many Asian countries that begin with the first new moon of the lunar calendar and ends on the first full moon of the lunar calendar. If Western cultures welcome the new year on the first day of the calendar, then Asian countries use the Lunar Calendar to mark the first day of the year.
What’s in it for your business?
Australia is a vibrant, multicultural country. According to the Australian Bureau of Statistics, the number of Asians living here increased over the years to 39.7 percent in 2016. With businesses, this should be a golden opportunity to tap into your Asian customers. Weeks prior to Lunar New Year, people will rush to buy decorations, stuff, gifts for the families and children. Take advantage of the occasion to make your brand stand out and increase sales with an effective Lunar New Year 2021 marketing campaign.
Lunar New Year Marketing campaign ideas
Tap into customers’ emotion
It’s time for the reunion. On top of all celebrations and parties on Lunar New Year, the real meaning behind this occasion is going back to our home for a family reunion after a long time. It brings out a lot of emotions in Asian people. In addition, 2020 has been a hard time with COVID-19. Many Asian people would consider this Lunar New Year as a hallmark to welcome the new beginning and luck.
It is undeniable that people engage more with emotions than cold hard facts. An emotional- driven marketing campaign is 22 times more memorable than facts. In Lunar New Year, your content will likely go viral if the idea can convey insights and evoke emotions from people.
Take the Lunar New Year ad from Apple 2020 for the Chinese market as an example of the storytelling technique that taps into the feelings of the customers.
The ad depicted the cultural conventions of three generations of women in a family in New Year, which was inspired by true stories about a woman who goes against cultural norms to raise her daughter on her own. The underlying meaning of the film is “no matter how much we all grow apart, humanity has the power to bring us together”.
Execute indoor promotions/ events
Asian people consider Lunar New Year should be welcomed with energy and boisterousness. Therefore, people love the noisy, cheerful events because they believe that such lively events will bring them luck for the whole year. If you run a store, then the in-store events will be a great way to connect with local customers. By hosting a Lunar New Year festival, you will be able to attract your audience to the store and make them feel like you are part of the community. Some activities that you can use include:
Decorate the stores with some iconic decorations for Lunar New Year, such as lanterns, red colors, blossom flowers, etc. People believe those kinds of stuff will bring you luck and a bright future.
Organize lion dances, which is a tradition for many Asian countries such as Vietnam and China.
Red envelopes: it is not necessarily a big gift, but you must make sure that it is culturally appropriate.
Don’t forget the Red Color
In Asian culture, Red symbolizes luck. As a result, you can find Red color everywhere on Lunar New Year. In addition, other bright and brilliant colors are also popular to use on this special occasion such as yellow or blue. Depending on your intention and brand guideline, the color can be changed to match the marketing campaign from the brand.
For example, on your website, you can decorate the landing pages with the Lunar New Year theme. In addition, understanding that many people will buy New Year packages as gifts for relatives and friends, brands can suggest some gift bundles made from their products or any recipes with the New Year vibe.
Digital marketing strategies
An all-rounded marketing strategy should not forgo Social Media. More than 50% of the world population now go online. It is a must that your brand uses the digital platform to run a successful marketing campaign. Or else, you lose the competition and your customers.