Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Should brands run Christmas campaigns in China? Why/Why not?
品牌应该在中国做圣诞宣传吗?

Chris Gu

Senior Creative Director / We Are Social

我觉得还是需要做圣诞campaign的,因为用全球化视野来看,圣诞节的节日气氛比春节更浓烈,并且有许多可延展的节日Icon,包括圣诞老人、圣诞树、麋鹿、圣诞礼物、雪人等等,可以延展出很多线上、线下、OTO、病毒性事件营销。
I think making campaigns related to Christmas is necessary because, from a global perspective, the festive atmosphere of Christmas is stronger than during the Spring Festival in China. Brands can utilize a vast variety of iconic elements such as Santa Clause, Christmas trees, elk, Christmas gifts, snowman, etc, which can be extended through online, offline, O2O, and viral event marketing.

Heero Zhu

Creative Director / We Are Social

除了考虑双十一,双十二,元旦新年这样的重要节点,已经卷走了消费者大把的注意力外,圣诞节这样的活动,无疑是品牌的重要节点,更是容易产生消费者共鸣的场景。
Besides popular shopping festivals such as Double 11, Double 12, and New Year’s Day which are grabbing Chinese consumers’ attention more and more; Christmas is without a doubt an important festival for brands to connect with. Brands have the chance to create scenes and scenarios related to Christmas that resonates with the consumers.

Rain Yang

Art Director / We Are Social

圣诞节虽然不是中国的传统节日,但是亦已成为中国消费者观念中的重要节日。节日在品牌营销中自带流量,而且节日营销容易在消费群体内找到情感方向的切入点,更容易让受众产生认同感与共鸣,所以品牌若要在消费者的视线中保持流量、增加热度,圣诞节是一个不可或缺的营销时机。
Although Christmas is not traditionally a Chinese festival, with time it has become important in the minds of Chinese consumers. Brand marketing built on festivals such as Christmas creates organic interest and traffic. It is easy to find touch-points that evokes emotional associations among the consumers, and they can easily have a sense of identity and resonance. Thus, Christmas is an indispensable marketing opportunity for brands to maintain and increase their traffic and strengthen its popularity in the minds of the consumers.

Candy Liu

Art Director / We Are Social

与节日相关的内容具有天然的情感优势,能够引发消费者的共鸣,如今过圣诞已成为一种趋势,接近年尾人们更想“犒劳”自己一番,品牌借势营销,抓住消费者心理,不仅能促进品牌曝光,还能提升产品销量,是最有效的营销手段之一。
Festival-related content with its inherently emotional advantage will create stronger resonance among the consumers. Today, it is trendy to celebrate Christmas in China. People want to reward themselves when we reach the end of the year. Taking leverage of this festival through dedicated marketing campaigns will not only increase brand exposure but also improve product sales, thus making Christmas one of the most effective marketing/promotion periods. 

Halo Zhao

Senior Designer / We Are Social

支持
1)文化分享,促进和谐交流
2)传统vs世俗生活的力量
3)品牌露出及增长市场的好时机
Simply, Christmas will support brands by:
1) Culture sharing, and promoting harmonious exchange between different traditions, cultures, and backgrounds.
2) Opportunity to raise awareness of a traditional and fascinating lifestyle.
3) Great opportunity to improve brand exposure and increase market expansion.