11 月は秋から冬にかけて、ショッピング カーニバルと温かい感謝の気持ちが溢れます。それはブランドマーケティングの黄金交差点です。
ハロウィーンの短い逃避から、冬の始まりと小雪の内側に向かう暖かさ、ダブル 11 のプロモーションと感謝祭の感謝祭まで、ノードは分離されておらず、それらはすべて、より現実的で抑制された心理学を示しています。人々はもはや割引だけを重視するのではなく、理解され、優しく扱われる瞬間を求めています。
ブランドにとって、11 月のマーケティングはもはや継続的なプロモーションの爆撃ではなく、気温に合わせてリズムを調整することになります。ハロウィーンはコントラストの感覚を使用して創造性を発揮できます。Lidong と Xiaoxue は生活の詳細で温かさを伝えるのに適しています。Double 11 はユーザーの本当のニーズを把握する必要があり、感謝祭は特定の人に感謝する必要があります。
この記事では、ブランドがトラフィックを獲得するだけでなく、年末の重要な時期に信頼を維持できるよう支援する、高品質のノード ポスターとケースを選択します。
ハロウィン、11月1日
ハロウィンはもはや単なるトリック・オア・トリートのお祭りではありません。どちらかというと、誰もが参加できる仮装パーティーのようなものです。ブランドもこの傾向を利用して、お祭りの雰囲気を消費者と楽しむ機会に変えています。
恐怖をかわいらしさに、いたずらを驚きに。投稿者は、距離感を縮めるために、軽いユーモアや想像力豊かなコピーライティングを使用できます。マーケティング活動は従来のルーチンに固執する必要はありません。ブランドの日常的なイメージをゴースト化することは、コミュニケーションのホットスポットになる可能性があります。
コピーライティング
すべての「ゴースト」問題を解決する
——360警備員
毎年ハロウィンには
本当のアルコール中毒者の役を演じます
——ジウ・ウェイター
大人しく振る舞う必要はない
また子供っぽい子供に戻って
——蘇胡
今日のヒント: スマートに外出して楽しんでください
——賢い中国
ハロウィンに向けてドレスアップ
あなたはふりをすることができます、私はさらに良いふりをすることができます
——ヴァッティ
ハロウィンより怖い
コカ・コーラのないハロウィンです
– コカコーラ
うわ～私が誰だか当ててみて～
——一汽マツダ
ポスター
図 1: イケア写真の中央には黒い果物ナイフがあり、刃の中央に邪悪な小さな目が2つあり、この普通の台所用品を生きた小さな怪物に変えます。
図2：捜狐画像の中央には、ハロウィーンの衣装を着て一緒に旅行している漫画の子供 3 人が描かれており、背景にはクモとコウモリが点在しています。
図 3: スマートカー車の車体にはミイラを装った白い包帯がびっしりと巻かれており、神秘的で緊張感に満ちた雰囲気が漂っていた。
クリックして詳細を表示します:[Halloween 2025 Poster Collection】、【Halloween 2024 Poster Collection】、【2023 Halloween Poster Collection】
Shuying Festival Poster Library is now online, with more complete posters!
stamphereEnter~
Inspiration cases
1. IKEA Halloween poster: Scared? hold me!
Click to view project details
For Halloween, IKEA in the United Arab Emirates captured the instinctive reaction of people to subconsciously grab things to seek safety when watching horror movies. A set of posters is used to restore the behavior of ordinary people when facing fear, but there are no horror elements in the picture, only blankets and pillows. This strong contrast is friendly and interesting.
The cleverness of this case is to cut in reverse. When other brands are creating a scary atmosphere, IKEA chooses to comfort users.Return to the core values of home furnishing brands: comfort, warmth and safety.By binding products to human instinctive reactions, consumers can deepen their brand impressions with a knowing smile.
2. On Halloween, Jasmine Milk White’s account was hacked by Pingu, and the receipts were all garbled.
Click to view project details
On the eve of Halloween, Pingu invaded the official account of Jasmine Milk White and continuously posted garbled content to create the illusion that the account had been stolen. The truth was not revealed until October 31. Taking advantage of the situation, the Halloween special “Modern Tea Tea Series” is launched, and new themed peripherals that fit Pingu’s mischievous character are launched.
The cleverness of this case lies in integrating the mischievous gene into brand communication.Pingu’s own naughty image is highly consistent with the trick-or-treating atmosphere of Halloween, and the idea of sending garbled codes through hacking not only creates suspense, but also allows consumers to actively participate in deciphering and disseminating the message. Compared with simply printing the IP on the cup, this joint brand pays more attention to the interaction with users. Judging from the response, the effect is far superior to other joint brands in the same period.
November 7th: First day of winter
As soon as the beginning of winter arrives, people also begin to live slower and warmer days.
For brands, instead of doing lively promotions, it is better to impress people with warmth.In terms of content, you can take the healing route, or you can interact based on regional differences, starting from keywords such as temperature and companionship, so that consumers will think of you immediately when the cold comes.
copywriting
starting from today
Let Ele.me take care of your whole winter~~~
——Are you hungry?
It’s not just winter that’s coming as promised
and you
——Jiayuan of the Century
Winter comes and everything is hidden
Hot tea warms the weather when it’s cold
——Overlord Cha Ji
Beginning of winter is coming
Collection of all things, ready to go
——Minsheng Bank
Winter hides all things
Put fresh food in the refrigerator
Accompany you through the whole winter
——Haier refrigerator
Today is the beginning of winter
The final scene that kicks off the four seasons
May time slow down and AI will never let go
——Lenovo China
Sogou input method reminds you:
It’s cold and windy, suitable for voice input
——Sogou input method
poster
Picture 1: 999 GanmaolingThe dark brown classical teapot has steam rising from the spout, conveying a sense of warmth and care as the temperature drops;
Picture 2: TATA wooden doorThe background is a magnificent snow-capped mountain, and a white wooden door stands in the center of the picture, which is clean and translucent;
Figure 3: Mao GepingThe most eye-catching thing is a few crystal clear ice crystal snowflakes, with delicate texture and full of winter atmosphere.
Click to see more:[2024 Beginning of Winter poster collection】、【2023 Beginning of Winter poster collection】
Inspiration cases
1. JD.com 11.11: Give old friends a new status
Click to view project details
Taking advantage of the traditional life ritual of tonic at the beginning of winter, JD.com redefined the purchase of personal care appliances as a way to replenish one’s life at the beginning of winter.
Focusing on the concept of “replenishment”, the event implemented four specific replenishment postures: replenishing old friends with a new status, conspicuously packing the team to chase you to replenish, “Ten Spring Big Replenishment” to replenish a good experience, and replenishing the gaps in the city.Transform product functions into emotional care for consumers and the city.
Personify cultural relics and landmarks, turn boring home appliance functions into interesting jokes, do social communication online, and create real and participateable events offline.JD.com has built a complete set of communication links to achieve the dual goals of brand expression and consumption guidance through emotional resonance.
November 11th Double 11
Consumption has been downgraded and people are just living life. In the face of weak consumption, Double 11 in recent years has lost its glory. But even so, it is still a cultural node where the public’s daily expectations are concentrated.
Today’s brand marketing has already moved away from price involution and instead focused on emotional differentiation.It no longer creates anxiety and focuses on the relaxation of buying what you really need. It turns the promotion into a gentle conversation with users. In a generally rational consumption environment, it can actually build a more solid brand favorability.
Inspiration cases
1. Tmall Double 11 cat head poster collection: one cat head, two choices!
Click to view project details
Tmall’s cat head posters have new designs every year. Last year, they created a dual-scene PICK poster for the first time. The design divides the picture into two, showing the complementary or opposing sides of the brand, bidding farewell to a single visual beauty, and stimulating users’ extreme choice of interaction.
This project is a successful attempt of Tmall’s Double 11 super IP marketing. It breaks through the single visual presentation of traditional cat head posters and injects new interest into cat head posters.In conjunction with the brand, we launched dual-brand PK and dual-scenario PICK modes to create a sense of conflict with the help of topics. Simultaneously, we also launched a voting to win gifts campaign, accurately capturing the needs of young users who love excitement and new topics, turning them from bystanders to participants, and upgrading Double 11 marketing from one-way communication to a two-way carnival.
2. The “love letter” you wrote was seen by JD.com
Click to view project details
JD.com’s Double 11 ad was inspired by a real takeout order message. It did not choose a grand brand narrative, but started from the extremely small detail of the three-line love letter on the order, redefining the entrustment, care, and special needs of consumers when placing the order as an unsent love letter.
The short film selects three representative scenes: grandfather and grandson, lonely night with best friends, and special taste needs. These scenes capture the real and detailed sincerity in the order messages, giving the audience a sense of involvement. Although JD.com did not speak in the film, it was always present. Instead of preaching about speed and economy, it took a step back.Let users and front-line employees become the protagonists of the story, and JD.com will play the role of guardian who reads messages carefully and strives to achieve perfection.
3. Taiwan IKEA’s new Double 11 poster criticizes the love brain
Click to view project details
This time, IKEA Taiwan took a more enjoyable and social route with sharp complaints and scolding gestures.
IKEA usually gives people a warm and peaceful impression, but this time it chose a sharp and even venomous image. This contrast itself creates topics and memory points. Although it is a scolding, the copywriting is ultimately seamlessly connected to the product’s selling points, subtly binding leaving the wrong person with having the right life. And every sentence is like a golden sentence, naturally suitable for dissemination and discussion.
Light snow on November 22
Light snow is a solar term that reflects precipitation and temperature. The arrival of light snow solar term means that the weather will become colder and the precipitation will gradually increase.
Brands can use light snow to convey the warmth of winter: a cup of hot drink, or even a sentence"It’s getting cold, remember to put on some clothes"can make consumers feel the warmth of the brand in the cold.The content is suitable for taking a healing route, using slow-paced short films to record the small blessings in winter.
copywriting
Taking the cold time as the latitude and longitude
Weave warm dreams
——Vanke
Light snow is coming, and the snowflakes are working hard to prepare it
Prepare for a grand snow scene this winter
——Samsung GALAXY
I met Chuxue in Xiaoxue
It would be great if you were here
——Ctrip Travel
A person maintains body temperature
The two people are constantly warming up
——Durex
Winter won’t make your heart cold
It is good water that is as pure as ever
—— Yibao
Reasons to look forward to snow
I want to grow old with you
——Jiang Xiaobai
Each piece is exquisite
In the cold light snow
——Huiyuan Juice
poster
Figure 1: McDonald’sThe picture is of farmland covered with white snow, with green winter wheat peeking out from the field ridges, and in the background there are farmhouses and trees covered with snow;
Figure 2: XiaomiA bright red maple leaf covered with snow is reflected on the mobile phone lens, and the large area of pure white background highlights the product itself;
Figure 3: Red BullA large area of icy blue is used to contrast with the warm yellow light in the center of the picture, which is warm and healing.
Click to see more:[2024 Xiaoxue poster collection】、【2023 Xiaoxue poster collection】
Inspiration cases
1. 999 Cold Ling Xiaoxue Node: A “Cooling Home Letter” to children outside the home
Click to view project details
On the day of the Xiaoxue solar term, which is generally recognized as a cooling node, 999 Cold Spirit uses a “cooling home letter” to send parents’ cooling advice to children working in other places, and places it in regional central cities with large crowds. With the help of large screens, in the clearest and most eye-catching way, parents’ cooling concerns are brought to the children.
Using letters from home about cooling down as a carrier, and by collecting advice from parents, such as “Wash your down jacket before wearing it before wearing it, as it may have been left out for a whole winter” by Liangliang’s mother in Ili, Xinjiang, and “It’s freezing, please wear too many shirts” in Cantonese by Ah Zhong’s mother in Foshan, Guangdong, which freed the content from the sense of script and aroused strong resonance with This Is My Parents. And presented in eye-catching forms such as urban large screens and videos,It has been given the role of an emotional bridge for the brand, connecting parents and children working in other places in winter, and allowing more people to pay attention to the simplest and most sincere emotional connections under weather changes.
Thanksgiving Day, November 26
In the West, Thanksgiving is second only to Christmas in importance. On that day, everyone shares the joy of gratitude, allowing people to stop and express the gratitude that is usually unspoken.
The posters mainly use warm colors to set off the warm and festive atmosphere of Thanksgiving. They can also creatively combine brand elements with the holiday, and add a sincere and unconventional thank you copy.
copywriting
Thousands of words
It’s better to have you by my side
——Jiayuan of the Century
Happiness is having you in every little thing
——Haier
life is like a cold
need healing
——999 Ganmaoling
thank you for coming home
be the first to hug me
——Red Star Macalline
Thank you for every concern behind me
——Admiration
Because of your pounding heart
That’s when I made my debut
——Dove
Don’t thank me, hurry up
We don’t have Thanksgiving today
——Audi
poster
Figure 1: CalbeeThere is a calendar hanging in the center of the picture. The combination of the black “cause” and the red “heart” below is “en”, which fits the atmosphere of gratitude very well;
Picture 2: HelensCountless colorful beer bottle caps are stacked to form beer bottles, and the light blue background is vaguely covered with different short phrases of gratitude;
Figure 3: Golden CodeA heart is made of milk and paired with pure dark green to create a high-end, natural and healthy image.
Click to see more:[2023 Thanksgiving Poster Collection】、【2022 Thanksgiving Poster Collection】
Shuying Festival Poster Library is now online, with more complete posters!
stamphereEnter~
at last
Give yourself permission to not feel like a “normal person” for a moment, wear a headband and a bag of candy and go into Halloween.
For more exciting content, please visit Shuying.com – Article Channel – Project Channel – Recruitment Channel
