Roses are red, Violets are blue. “520” means I Love You!

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520

In China, every day could be a celebration as long as you have the right imagination. In fact, in May, there is a passionate festival that kicks off the upcoming hot summer, 520— the Chinese Valentine's Day for young Chinese netizens. The origin of the festival derives from the pronunciation of "520" sounding like "I love you" in Chinese, and it’s easy to see how it can become so popular on the Internet. For this special day, what gift would you give to your beloved?

在中国,只要你有想象力,每一天都可以是个狂欢节。而在五月,有一个年轻人的节日为炙热的夏天打响了前奏,520——年轻人的情人节。节日的由来是因为“520”在中文里谐音像“我爱你”,而由此在网络上传播开来。而在这特殊的一天,你会送什么礼物给你心爱的人呢?


In China, given the huge consumer market, how can brands miss this opportunity? Every year, 5/20 is transformed into a day when brands launch limited editions of products as well as discounts. At the beginning of May this year, some luxury brands have already started preempting for 520. To attract attention on this loving day, major brands focus a big part of their marketing efforts on their brand ambassadors. In this article, let us guide you through a few outstanding marketing cases for 520 in 2021.

在中国这个庞大的消费市场,商家怎会错过这个机会。每年520这一天也变相变成品牌推出限定商品和限时折扣的一天。而在今年五月初,一些奢侈品牌就已开始了520的宣传预热。要在这个充满爱意的日子吸引眼球,让单身的人也感觉被包括其中,各大品牌也会把营销重点放在他们所请的当红明星。在这篇文章里,让我们为你盘点在2021年几个优秀宣传案例



01

纪梵希美妆Givenchy Cosmetics



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During this year’s 520, the French high-end cosmetics brand Givenchy Cosmetics launched the "520 Gift Box": a combination set of products such as perfume and lipstick. In addition to the brand ambassador Cai Xukun, the online star with the biggest fan base in China in recent years, Givenchy also chose other talents to promote their 520 product. Together with them, Givenchy conveyed the theme of the "free expression of love", turning their products into expressions of love.

这个法国高端化妆品品牌的代言人为蔡徐坤。他可是中国目前粉丝数最高的流量明星。而他也饱受众多中国年轻女性的喜爱。

在今年的520纪梵希美妆推出了“520礼盒”:香水、口红等明星商品等的组合套装。除了蔡徐坤,近几年来最火的流量明星这个品牌代言人外,还选择其他选秀明星为520产品推广。纪梵希携手他们,传达了“自由表达爱”的主题,将他们的产品转化为爱的表达。想必收到这个礼盒的人都会欣喜若狂。



02

卡地亚Cartier



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Cartier launched their Trinity 520 limited series products this year--necklaces and bracelets made of pink sapphires., Cartier chooses the shining dreamy pink gemstone to symbolize love. As a gift, theyreflecti sweet love while emitting light. In addition, the jewelry brand teamed up with three different stars, singer Jackson Wang, Gem Deng, and actor Liu Haocun for their 520 promotion. Through three different stars as well as different brand positioning, the brand's commitment to "love" is richly displayed for 520 on multiple levels. Even if you don’t have the finances to buy Cartier necklaces, the shared feeling among all is to be deeply attracted by the charm of this brand.

卡地亚在今年推出了Trinity520限定系列产品,由粉色蓝宝石打造的项链与手链。闪耀的梦幻粉色宝石象征着爱意,散发光芒的同时折射了甜蜜的爱意。除此之外,这个珠宝品牌联手了三位不同明星,歌手王嘉尔、邓紫棋以及演员刘浩存做520宣传。王嘉尔选择pasha de cartier系列腕表,以表达分秒不停的爱与思念。邓紫棋选择Clash de Catier系列首饰,表现无畏示爱。刘浩存选择520限定Trinity系列,表达爱意的承诺永恒。通过三位不同明星,不同定位,多层次丰富的展现了品牌在520对“爱”的承诺。即使你没有购买卡地亚项链的能力,但是你一定会被这个品牌的魅力深深吸引。

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03

Roger Vivier罗杰维维亚



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As a shoe brand loved by many women, the Roger Vivier brand teamed up with the ambassador actor Deng Lun to shoot a short film. The short film is shot from the first-person perspective of spending a romantic day with Deng Lun. The Broche Viver accessories, handbags, and crystal headbands of the brand's latest 2021 spring and summer collection are placed in the short film as gifts from Deng Lun, permeating a romantic atmosphere. This innovative format helps to narrow the distance between the brand and the audience.

作为一个受许多女性钟爱的鞋履品牌,Roger Vivier的品牌联手了代言人男演员邓伦,拍摄了一支短片。在短片内,观众以女友的视角与邓伦共度了浪漫的一日。品牌最新2021春夏系列的Broche Viver配饰、手包与水晶发箍作为邓伦送的礼物置于于短片中,弥漫着浪漫的氛围。这样的创新形式,给人眼前一亮的感觉,拉近了品牌与观众之间的距离。



TO MY LOVER

As 520 is a localized festival in China, brands target the local market and differentiate from the February 14th Valentine's Day or the traditional Chinese lunar Valentine’s Day on the 7th of July. With the help of online celebrity endorsements, combined with limited edition products, brands attract huge consumption power. Moreover, this is also a good opportunity to build a brand image and brand awareness. On 520, creativity is more important than love.

可以看到520这个中国本土化的节日,品牌专攻本土市场,与传统的情人节做区别。借助流量明星代言,结合其限定商品,吸引背后庞大的消费能力。并且,这也是打造品牌形象,拉进与消费者距离的好机会。在520,创意比爱意更重要。


If you want to learn about localized marketing in China, please contact us at info@eastant.it.

如果你想了解在中国本土化营销,欢迎通过info@eastant.it联系我们。

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