5 Genius Chinese New Year Ideas to Amp Up Your Marketing

Chinese New Year 2020

The Chinese New Year is just around the corner, and businesses have already started their promotions and decorations to attract customers. The festive season offers a unique opportunity for companies to showcase their offerings while also highlighting their culture and business values.  

The Chinese New Year, which starts 25th January in 2020, is touted as one of the biggest annual celebrations globally, celebrated by one-sixth of the world’s population. This a crucial time to connect with your Chinese customers and make them notice how well your brand connects with their culture. 

To help you make the most of this festive season, here are five genius ideas that will amp up your marketing during the Chinese New Year. 

Prominently Feature Lucky Symbols in Your Campaigns 

2020 is the Year of the Rat, and the Zodiac animal stands for wealth and wisdom while its traditional characteristics also include optimism, kindness, and energy. Other popular Chinese symbols like the dragon, Neko cat, good luck gong, lanterns, and others will be great additions to your marketing campaigns and products.  

Original Taobao app interface (left) vs. CNY app interface (right)
Original Taobao app interface (left) vs. CNY app interface (right) | Source: Dragonsocial 

Taobao, a Chinese online shopping platform, used this idea to amp up its revenue, which reached US$2616 million in 2017. The company updated its user interface to recreate a famous painting that is easily relatable to its target audience.  

This smart customisation instantly connected with the customers and attracted several buyers, increasing the number of transactions to give incredible results. 

Use Contests and Giveaways to Generate User Interaction 

While brands spend considerable sums to get the right kind of brand ambassadors and digital influencers, getting your customers to talk about you is still the most powerful marketing technique.  

Research shows that 92% of people are more likely to trust brands that are recommended by someone they know. An84% millennials confirm that user generated content from someone they follow influences their buying decisions. 

Coca Cola CNY marketing
Source: Coca Cola

Although Coca Cola is not a new name, it has consistently been on top of people’s mind — thanks to marketing campaigns that connect with the audience.  

In 2013, it provided a digital platform for its customers to nominate those who made them happy. The campaign, launched during the Chinese New Year, received 650,000 uploads from users, making it interactive while also reaching maximum audiences.  

If you have the budget, try out social media contests and campaigns that will connect with your customers and get them to participate.  

Create Marketing Campaigns That Tug at the Heartstrings 

The Chinese New Year is full of positive emotions of hope, love, prosperity, and happiness. Brands that can tap into the emotions of their customers get higher success rates.  

Customers are more likely to recollect your brand if it made a strong connection, and a great story is 22 times more likely to be memorable than facts.  

Apple created an ad called Three Minutes that centred on customers who aren’t able to take time away from work to be with their loved ones during the holiday season.  

The video promoted the iPhone X’s video capturing feature while creating a strong connection with the audience. 

Showcase Your Company’s Culture by Celebrating the Chinese New Year 

While businesses promote content and videos that talk about the customer, rarely do businesses talk about their own people. Although this is still largely unexplored, the good news is that the customer appreciates content that helps them connect with the brand better and understand what happens behind the scenes.  

Showcase Your Company's Culture by Celebrating the Chinese New Year
Source: We Are Social

For the Chinese New Year, We Are Social showcased its team celebrations on its social media which received a great response from its customers. The celebrations of its employees showcased the company’s culture and values and tapped into the audience’s emotions.   

Surprise your employees and coworkers this Chinese New Year with gifts and celebrations in your workplace and capture these moments to be shared with the world.  

Deck Up Your Business with Themes of Red 

Red is associated with wealth in Chinese culture, and you will find every enterprise, store, and home using it to their fullest to attract prosperity.  

To welcome the Chinese New Year, make sure to decorate your workplace with red lanterns and lucky symbols with the right amount of red tones. 

If your business gets a look of customers coming to your workplace to interact and make purchasing decisions, why not deck up the festivities? And while you are at it, it doesn’t just have to be your place of work. 

Deck Up Your Business with Themes of Red
Source: Sixthone

Product companies can incorporate red themes in their user interface — and even include some themes for the festive season.  

Alipay, the leading online payment app in China, created a futuristic Augmented Reality (AR) campaign which gave out the red packets to its customers as a gift. Hong Bao, or the red envelope, is widely used for gifting money or gift cards during the Chinese New Year.  

Similar to the location-based game Pokemon Go, Alipay had users search and collect virtual Hong Bao and scan objects to play with friends. 

Connect with Your Audience 

Connecting with the customer is critical to any marketing campaign, Chinese New Year or not. Wellthoughtout campaigns that evoke the right emotions tend to help businesses in the long run, as they help familiarise the brand to the audience.  

Hope the year of the Rat brings peace and happiness! Take a cue from these ideas and create successful marketing campaigns for your business.