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In sum, marketing for Lunar New year 2022 has the same underlying logic as any marketing in China – to become the first choice, you must have deep insights into your audience’s behaviors and interests, be willing to innovate, focus on great content narrative and authentically incorporate aspects of Chinese culture.įor deeper insights into the most important generation affecting contemporary China’s consumption patterns, download the Chinese gen Z guide. Only executing marketing activities during the festival is too late as the digital space will be flooded and people will be occupied with travel plans, family activities and festivities. Just like western key dates, it’s vital to start marketing activities early in the lead-up to Chinese New Year. Start early – CNY campaigns should be carefully plannedĬhinese New Year campaigns should be part of your long-term strategy – remember that the Lunar New Year festival is not just two days. Western brands are refreshing their strategy – bringing new perspectives on Chinese New Year to showcase the uniqueness of their brands through innovative and exciting narrative, being respectful of Chinese culture without going overboard and authentically connecting with their audiences.
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So how can you authentically market your brand during this crucial time of year and capitalize on this great opportunity for your brand? Go get em, Tiger NEW YEAR, NEW CAR Celebrate Chinese New Year with the mighty Nissan Skyline GT-R (R34) Special Edition Just join the latest Festival to unlock this beast and more.
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Chinese New Year brings the promise of new challenges, competitions, and prizes for everyone in Asphalt 8.
Lunar new year 2022 update#
Many brands are starting their marketing earlier and earlier, sometimes months before Spring Festival, and budgets can stretch into the millions of pounds for just the Lunar New Year festival. The 2022 Lunar New Year Update is the 53rd update of Asphalt 8: Airborne. Chinese New Year is the most important festival of the year for your China marketing – getting your narrative spot on and maximizing the return on your budget are key to success at this ultra-competitive time of year. Its 2022 Year of the Tiger campaign (including real tigers cleverly photoshopped next to models) has gained it overwhelmingly positive feedback. Share of voice for Gucci has skyrocketed on Chinese social media in the last few days. It might not be an event slated in all marketers’ calendars, but the soon-approaching Lunar New Year could be one to mark down and plan marketing around as Emily Hassett, business development executive at Emerging Communications, explains the importance of getting behind Chinese events.