Mid-Autumn Festival Social Media Campaigns in the China Market
Celebrating harvest and family reunion during the autumn full moon, Mid-Autumn Festival is the second largest festival in most of Asian countries. This year’s Mid-Autumn Festival might be a little special due to the pandemic; however, that did not stop all the international brands from leveraging the celebration to launch their social campaign on WEIBO, WeChat or RED for brand awareness in the China market. Here let us take a look at the intriguing campaigns celebrating the Moon Festival in 2020.
TORY BURCH | USERS SHARING FAMILY STORIES ON WEIBO
Incorporating the celebration of family togetherness during Mid-Autumn Festival, Tory Burch has launched a social campaign on WEIBO, calling on their followers to share a heartfelt family story for a chance to win a secret prize from the brand. Nothing too commercial, the brand approached their audience with an emotional attachment of family reunion during the big festival, engaging with consumers by providing an outlet to express one’s appreciative feelings for their family, and of course, increasing the brand recognition during this cultural festival.
Tory Burch has launched a social campaign on WEIBO
FENDI | “FENDIDI” MOONCAKE GIVEAWAY
In collaboration with Chinese artist Oscar Wang, FENDI released a 15-second animation of the “FENDIDI” Panda with Mid-Autumn Festival elements across their WEIBO, WeChat and RED official accounts. FENDI did an excellent job in fusing the three important Chinese elements in the animation - Full Moon, which symbolises gathering in unity, family and China’s national treasure, the panda; the incorporation of such cultural elements presents the brand to the Chinese consumers with utmost sincerity. Along with creating an impressive animated video, the brand also held a Mooncake Giveaway campaign as a way to celebrate the special occasion with its followers across digital platforms.
FENDI fuses the three important Chinese elements in the animation - Full Moon, which symbolises gathering in unity, family and China’s national treasure, the panda in their Mid-Autumn Festival campaign
FENDI’s branded mooncakes for giveaway contest winners
LA MER LAUNCHES MID-AUTUMN FESTIVAL GIFT SET
Mid-Autumn Festival is also a great time for gift-giving, showing your care and concern for your family or even friends. La Mer has launched a Mid-Autumn limited edition gift set to remind consumers that gifts for family do not have to be mooncakes or fruits, it could also be the fancy La Mer moisturising cream gift set. This was also accompanied by a giveaway event on WEIBO and RED with campaign hashtag “La Mer Skincare Empties Challenge” where the brand’s fans are encouraged to share photos of their empty La Mer cream containers, to show that fans are repeat purchasers. Those who enter using the campaign hashtag were entered into a giveaway for a chance to win the best-selling CREME DE LA MER.
La mer launches Mid-Autumn Festival gift set along with a “La Mer Skincare Empties Challenge” social campaign
3 Key Takeaways | Tips to Improve Your Chinese Digital Campaigns
1. Launch your campaign on multiple social channels to reach and engage audiences from different age groups and regions in China - users in some cities may spend more time on one channel versus others. For example, Douyin is more popular in Tier 1 cities, whereas their key competitor Kuaishou, also a short video social platform, is more popular in outskirt cities.
2. Leverage UGC (User Generated Content) to create a hype within audience groups for your campaign; encourage followers to participate by incorporating emotional resonance and attractive rewards. What’s in it for them?
3. Integrate your brand’s values with Chinese consumers’ values. FENDI has demonstrated this with its FENDIDI Mid-Autumn Edition - mixing the traditional Chinese elements of Mid-Autumn Festival, Panda and Family with FENDI branding element; this created a great opportunity to raise the awareness and favorability of the brand within the China market.
Still wondering how to plan a campaign for the next Chinese cultural festival? Get in touch with us today at info@catalystagents.com, our Chinese Digital Marketing Specialists can provide strategies that best fit your business needs.