Chinese New Year Social Media is growing for the Manchester-based community. Bringing together traditional and modern interpretations of Chinese culture to show great diversity and awe-inspiring beauty.
Today, businesses are increasing engaging their social media campaigns around the Chinese New Year social media celebrations.
Using the Chinese annual holiday as a key celebration provides excellent opportunities for unique and compelling social media content to drive followers to business social networks and channels. One of the principle reasons for this being a huge success in China is that during downtime, social media is one of today’s most popular pastimes.
An active audience is surfing the net looking for interesting things to read, things to do and to share and pass on to their friends. A captive audience is willing to adopt what many businesses owner can offer them.
We’re not suggesting companies go into complete overdrive, but they can entice them with the occasional offers and provide some quality engagement opportunities that can boost their credibility… and earn some big social media love!
Many companies are already ramping up their engagement levels with a range of social media happenings. These early adopters provide excellent food for thought for the entrepreneur wanting to engage also. Here are some great social media and online examples to learn from:
The Swiss luxury watch manufacturer Rado launched a social media campaign on Weibo “Open the Door of Time, Wish for a Good 2014”. Followers were invited to post their resolutions for the Year of the Horse as well as to send goodwill messages to friends and family. As a sweetener for taking part in the fun, Rado offered all those who wrote a post the chance to win a signed photograph from the Taiwanese singer and actress, René Liu.
Weibo was also the destination for a Chinese New Year social media campaign by the American fashion brand Tommy Hilfiger. As with Rado, customers and prospective customers were incentivised to post New Year resolutions and to send good wishes. The campaign’s theme traced the tradition of the colour red for Chinese New Year, which symbolises good luck and fortune. Followers had a chance of winning a red-coloured gift from the clothing company.
Promotions and Events
Shops on the high street and online store do very well out of the New Year festivities. People splurge on gifts for their loved ones much like the West does at Christmas. So, to capitalise on this spirit of New Year generosity and to coincide with its partnership with China Mobil, Apple Inc., held a special one-day sale on its Chinese website in 2014.
The American multinational knocked 350 Yuan ($57.83) off all of its iPhone models. On top of that, there was also a huge discount on Apple’s MacBook range of computers. Other Asian countries that also celebrate the New Year such as Singapore, Thailand and Taiwan also had a similar promotional offer on their official Apple pages. The result was plenty of sales, stock turnover and instant karma for those businesses who took the time and the cut in profits to get engaged with the festivities. Positive brand re-inforcement lasts a long time in a consumer’s eyes.
Bloomingdales is another American company that celebrated the Chinese New Year with its customers. Although most of its activities wereoffline, the upscale chain of department stores created a branded hashtag for the event, #BloomiesYearOfTheHorse to encourage sharing and participation.
Bloomingdales rang in the 2014 New Year with some unique merchandise, special events, cultural presentations and a range of pop-up shops at various locations around the United States. These activities kicked off on January 10th and ran to February 15th 2014. With such visible in-store and social media presence around CNY, the company hopes to attract more Chinese shoppers plus curious consumers from other backgrounds.
Red for Wealth and Prosperity
As can be seen from the examples above, companies don’t have to be Chinese to recognise that a large percentage of their customer base actually celebrates the Chinese New Year.
Launching new Chinese new year social media campaigns to tie in with the Lunar New Year can foster a more powerful emotional connection that sells even more products. It is the social media equivalent of receiving that well stuffed red envelope of lucky money that children and young people get from their benevolent relatives.