Gone are the days when the Lunar New Year is only an event in China and Vietnam. Looking at this year’s CNY online buzz showed the internationalisation of Chinese New Year.
While in China there are hundreds of millions of travelers taking billions of footsteps to get to their hometowns and reunite with loved ones, millions of conversations are also happening online in multiple languages in multiple countries.
In the top four social media channels outside China we found more than 2 million conversations for the month of January.
The trending conversation topics during Chinese New Year reflect consumers’ wants such as financial management, clothes, cosmetics, and hair care and styling products, in other words prime areas that can be addressed by businesses.
International marketers seem to be missing this opportunity as very few brands have made any attempt to actively engage with CNY chatter. Brands have plenty of time to plan for CNY, and should be seizing this great opportunity to join in the conversations and connect their brand to a joyous and growing event across the Asia-Pacific.
Actionable Insights for Brands
- Finding where the CNY conversations online are happening and the trending topics are important steps in planning your brand’s Chinese New Year engagement and marketing plan.
- Participating in CNY buzz has now become open to international brands and marketers as shown by high volume multilingual conversations and trending multilingual videos happening in different countries.
- Joining the CNY conversations by sharing helpful tips to consumers can help increase a brand’s reputation and sales.
- Offering online promotions can aid in quickly converting online interest and buzz into sales
Sample Executions on Monetizing the CNY Buzz
- Cosmetics brands such as L’Oreal and Estée Lauder, might sponsor popular makeup bloggers per region to do an online makeup tutorial using its latest products. This could be posted on YouTube, embedded on corporate websites, and promoted via Facebook and Twitter. On Facebook, they could invite their fans to post their pre-CNY look using L’Oreal and Estée makeup products. To generate more buzz, they could run a contest with the winners receiving a special L’Oreal and Estée Limited Edition CNY beauty kit. They could also assign a social media communication officer to help answer beauty related questions posted online and inviting them to visit the L’Oreal social media pages for more helpful tips. They could also create special promotions online, which the fans can bring to the boutiques to purchase makeup products with a discount.
- Fashion brands like H&M, Mango, and Zara could have a special Chinese New Year look-book posted on their websites and shared on their social media channels. The look-book could feature their special CNY collection for men and women of different body types. Their online communication officer, by responding to the fashion related questions, can increase their brand’s fans and sales. Those with online stores should also take advantage of this season to increase online sales through online promotions.
- Banks like DBS, Citibank, and HSBC could share tips on how people can improve their wealth by creating infographics and video tips and posting them on their website and social media channels. They can highlight the advantages of investing in investment products they offer. A free online consultation with their Wealth Relationship Officers via an online chat featured on their official websites and Facebook fan pages could also increase interest in their products and services.
The month of February is coming to a close but the good news is as sure as the moon rises, there will be another Chinese New Year celebration, as there has been for centuries, and next time international marketers can make a marketing success of it.