Chinese New Year & Marketing Campaign Ideas for Your Business in 2022

The Lunar Year is here!

Also known as Chinese New Year (CNY), it is one of the biggest celebrations and is very important to millions of people. Many people go to China to reunite with their families. Not only that, the festivities are spreading to Chinese communities around the world.

What is Chinese New Year?

In China, the first day of the new year begins with the appearance of the new moon. It has no fixed dates and usually takes place between January 21st and February 20th.

This year, the CNY will fall on Tuesday, February 1st, 2022, starting a year of the Tiger.

Why is it important for your business?

Such a worldwide holiday fever is a great opportunity for businesses across the world and many brands create marketing campaigns around this occasion.

I've created a list of the most inspiring, fun and can't-miss-it marketing campaigns I've seen out there! Take a look..

Year of the Tiger - Make it Your Year!

Tiger Beer has signed world football icon and South Korean player Heung-Min Son as its ambassador to showcase Tiger Beer's mission to help people unleash their inner tiger.

I can't help but feel happy, motivated and ready for the year of the Tiger when watching this ad!

Glenfiddich

Glenfiddich has released a specially designed package, available on e-commerce sites Shopee and Lazada, promoting the design with an immersive experience in Singapore.

From January 15-30, Design Orchard will host The Cosmic Voyage, a 360-degree immersive cinematic experience featuring design work from Ron Wang. The event will take place on the Rooftop, and all attendees will not only be able to see, but also interact with the work. The work is meant to pay homage to the colors of the labels for Glenfiddich, representing limitless potential for the future.

Okay, I might be biased because the packaging for this whisky was manufactured by one of my client's, GPA Luxury, but just look at it! It's beautiful.

Bottega Veneta

Bottega Veneta, known for its out-of-the-box marketing approach, unveiled a bird's-eye view of the Great Wall of China with the brand's nickname on a bright green background.

The installation includes several digital screens and will be removed on January 12th.

It's Apple Movie Time! ????

Do you have 23 min? If yes, get comfortable and watch “The Comeback” - a movie by Apple, filmed entirely on an iPhone 13!

Produced by TBWA's Shanghai Media Arts Lab and directed by Zhang Meng, the 23-minute film is not only filmed on an iPhone (13 Pro and 13 Pro Max) but is also about the making of the film, which is (mostly) filmed on iPhone.

?Chinese New Year Celebrations and Newsletter Campaigns

Email marketing is the most powerful tool at your disposal, and if you don't take advantage of its unique benefits, you're really missing out on a trick.

To help you celebrate the year of the Tiger, I have put together a list of essential elements you shouldn't miss when putting together a CNY newsletter:

Make your emails clickable

Subject lines are the first thing that recipients see when they open their email. They're also often the deciding factor in whether or not people respond to your email.

Here's a few things to remember when writing your newsletter subject line:

• The best subject lines are typically 30-50 characters long.
• Avoid words that get your messages marked as spam. Words like “Free” or “You’ve been chosen” will get your email marked as spam and can even result in your email being blocked from future mailings.
• The CoSchedule Subject Line Tester is a great tool for optimizing your subject lines and getting instant feedback.?

It's All About the Red

Red is a symbol of good luck, joy and happiness. This is the colour representing vitality and fertility. As such, it's an obvious choice for a Chinese New Year email campaign!Whether it's a new range of products, a sale or promotion, or an invitation to a customer to try a new service, there are many ways you can incorporate the colour red into your campaign.

Remember the zodiac animal

A good way to implement the Chinese New Year into your email marketing campaign is by integrating the zodiac animal into it.

Here's a prime example from 2018 of how using the zodiac animal in your email campaign can not only keep the consumer amused and engaged, but also promote your product or service.?

The more creative you can get, the better!

Add a personal touch

Personalised emails are one of the most effective tools that marketers can use to increase their email open rates.

Personalised emails deliver transactional rates that are up to 6 times higher than non-personalized emails, however, personalisation in an email goes further than simply using your subscriber’s first name. Emails that are relevant, timely and come from another person, as opposed to a business, have much higher potential of reaching humans.

The perfect blend of celebration and retail.?

In all cultures, the start of a new year is synonymous with new beginnings. Consumers also expect this to be the case with the Chinese New Year, in addition to excitement and fun.

In China, the new year is celebrated by many different traditions, such as giving red envelopes of money to children or relatives who have reached an age where they are considered adults (usually around 18) or by wearing new clothes that symbolise a fresh start for the coming year.

There are many brands that have successfully managed to incorporate old Chinese traditions into their products or services, such as John Walker & Sons King George V in their CNY 2022 John Walker whisky release. In order to bring the tradition to life for whisky connoisseurs across China, the company incorporated an embedded space in their packaging to hold lucky money envelopes.

Chinese New Year is a time for family, friends, and celebration. It’s also a time where people are looking for quality products and experiences that they can buy as gifts for their loved ones.

If you haven't started working on your CNY promotion yet, don't panic because it's not too late!

Not sure where to start?!

This article is a compilation of various marketing campaigns that were created for the Chinese New Year. These campaigns are creative and unique, and I hope they will inspire you to create your own marketing campaign.

?If you have any questions, or if you're looking for someone to help you with your marketing strategy, feel free to reach out to me on LinkedIn, Instagram or via email: [email protected]

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