(Source: https://pltfrm.cn)
The Mid-Autumn Festival, celebrated for its mooncakes, lanterns, and family gatherings, offers a unique opportunity for brands to connect with Chinese consumers through KOL influencer marketing. This article explores strategies for leveraging this festive occasion for engaging campaigns.
Cultural Storytelling
Craft stories that resonate with the cultural significance of the festival, highlighting traditions such as moon gazing, lantern releases, and family reunions.
Example: Tradition-Inspired Content
A confectionery brand collaborates with a KOL to create a short film about the history and meaning of mooncakes, shared on WeChat and Weibo, evoking nostalgia and cultural pride.
Partnering with Relevant KOLs
Partner with KOLs who have a strong connection with their audience and can authentically represent the spirit of the Mid-Autumn Festival.
Example: KOL Mooncake Tasting
A gourmet food KOL hosts a live mooncake tasting session on Douyin, featuring a variety of flavors and engaging viewers in a discussion about their favorites.
Product Placement in Festive Contexts
Showcase products in the context of Mid-Autumn Festival celebrations to create a natural link between the product and the occasion.
Example: Themed Product Display
A tea company displays their tea selections alongside mooncakes in a festive setting on Xiaohongshu, promoting a perfect pairing for the festival’s family gatherings.
Interactive Online Activities
Engage audiences with interactive online activities such as virtual lantern festivals, mooncake decorating contests, or online quizzes about festival traditions.
Example: Interactive Lantern Festival
An e-commerce platform organizes a virtual lantern festival on WeChat, where users can create and share digital lanterns, fostering community engagement.
Cross-Platform Promotion
Develop a cross-platform strategy to reach a wider audience and maintain consistent messaging that reflects the festival’s themes across different social media channels.
Example: Integrated Campaign
A travel agency promotes special Mid-Autumn getaway packages with KOLs on multiple platforms, sharing stories of moonlit vacations and offering exclusive discounts for the festive season.
Offering Exclusive Festive Deals
Provide exclusive deals, discounts, or limited-edition products related to the Mid-Autumn Festival to incentivize purchases and enhance the celebratory atmosphere.
Example: Limited Edition Products
A luxury brand offers a limited-edition mooncake gift box with a purchase of their products during the festival, attracting customers looking for high-end gifts.
Monitoring and Adapting to Trends
Stay updated with the latest trends and consumer behavior during the Mid-Autumn Festival, adjusting marketing strategies to align with emerging preferences and interests.
Example: Trend Monitoring
A restaurant chain tracks social media trends related to festival foods and quickly introduces new mooncake flavors based on popular demand, promoting them through KOLs on social media.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
Email: info@pltfrm.cn | Website: www.pltfrm.cn
