HEYTEA issues wedding certificates, Bananain "reverse marketing" | Valentine's Day collection

New Valentine's Day marketing plans are coming this year! Let's see what's different this year~ This article uses several new tea brands, such as Heytea, Bananain, and Luckin Coffee, as the main cases to introduce their Valentine's Day marketing copywriting routines, and collects and organizes the IP marketing copywriting, posters, etc. of multiple brands this time. I believe it will be inspiring for your content marketing routines! Recommended for those who are interested in brand copywriting, content marketing, IP marketing, etc.

It’s Valentine’s Day again. Have your friends in your circle started to abuse their friends?

Regardless of whether they are single or not, marketers still have to finish writing the plan and doing the work!

Let’s take a look at what answers marketers have given this year.

01 Heytea

On Valentine's Day, HEYTEA once again brings "happiness" to everyone, and joins hands with Hippocampus Photo Studio and Xingtu to launch the "Take Wedding Photos and Get Wedding Certificate" theme event.

Yesterday, Heytea officially announced on its official Weibo account that on Valentine's Day, consumers who purchase any two cups of freshly brewed drinks on February 14th will receive a wedding certificate (two copies). A total of 476,000 copies will be available across all channels while stocks last. In addition, newlyweds can redeem two cups of freshly brewed drinks at Heytea stores with the marriage certificate they received on the same day.

Offline, HEYTEA is also working non-stop, and has brought a limited-time pop-up "Happy Photo Studio" to Shenzhen with Hippocampus. With the purchase of any 2 cups of freshly brewed drinks, you can participate in limited-time "happy photos", scratch cards to win Hippocampus' high-value photography package prizes, and other activities, with plenty of benefits.

Are you involved in this wave of double happiness?

02 Luckin Coffee

On the other hand, Luckin Coffee has collaborated with the popular "Line Puppy" to bring a special Valentine's Day edition - "The Story of a Lover Who Repairs a Dog". Since then, Luckin Coffee has redefined the meaning of "dog". "Dog" no longer describes being single but sweet love.

Simple brush + cute expressions, who wouldn’t like such a collaboration!

As soon as the news came out, netizens posted pictures on all major social platforms. It is reported that the "Line Puppy" emoticon pack comes from the Korean artist moonlab_studio, who drew a Maltese dog and a golden retriever. The two puppies live a carefree life. Because of their healing and cuteness, they have already gained a large number of fans in China.

Interestingly, the "brain-opening" ideas from netizens also pushed this collaboration to a new height. The story originated from a joint product called "Prickly Rose Latte". Friends who have watched "Talk Show Conference" know that this joke comes from talk show actor He Guangzhi.

So netizens took up the joke on major social media, calling on the brand to cue Guangzhi, and the joke craze continued to rise. Unexpectedly, Luckin Coffee actually contacted He Guangzhi in just a few days. The "thorny rose" quickly connected and hit the funny point.

03 Bananain

I don’t know when it started, but “reverse marketing” has gradually become popular in the industry. While other brands are celebrating, Bananain is going against the grain and announcing that it “does not celebrate Valentine’s Day.”

In a video released, Bananain wrote: "No one steps into the same river twice, except the river of love"; "You won't turn back until you hit the wall, but you can hit the head of love"; "Good medicine tastes bitter, but it is good for the disease, not for lovesickness." It turns out that behind the seemingly anti-Valentine's Day, it is actually praising love.

In addition, Bananain released a series of "Don't Celebrate Valentine's Day" posters on social media. Through 7 familiar love stories, it uses a humorous way to point out the reasons why Valentine's Day should not be celebrated, bringing psychological comfort to singles and friends in long-distance relationships.

Now the question is, how would you rate Bananain’s anti-routine strategy?

04 VIVO

Last year on August 17, International Black Cat Day, VIVO released its first animated ad featuring a black cat and a white cat, which was well received and won multiple creative advertising awards. This Valentine's Day, VIVO will continue the love story of the two cats.

The new chapter "The Black Cat's Farewell Performance" tells the story of all the audience's attention on the stage being focused on the leading orange cat, until the last performance, no one noticed that there was a "black cat behind the scenes" who was silently contributing on the stage.

But the white cat used a mobile phone to take a photo of the black cat in the background. The advertisement interprets the theme of "Love makes my eyes full of you".

Good drama will end, but love will not. The whole film is cute and healing.

05 Poster Selection

@McDonald's

I have new land

You are in my heart

@TCL Smart Life

We are like two entangled particles

Across the galaxy

Study Romanticism

@Durex

Today, bring some romance!

Oil, salt, sauce and vinegar,

Hiding the unique taste with you.

Yesterday, today, tomorrow,

All are equally fresh.

I miss you day after day

Loving you is a process that accumulates day by day

I try my best to love you every time,

Not just today.

@Xiaomi mobile phone

Anyone need a light bulb?

I just want to see love up close.

I got a lot of oil on me today.

It's the kind that IP68 can't protect against.

I Love You.

I'll just bear with it and fall into your hands.

Huawei mobile phone

@OPPO

@Changan Automobile

Give roses to light up love

@All Cotton Times

@Coca Cola

When your heart beats, it takes shape

That’s all for today’s review.

Author: Meihua.com

Source: WeChat public account "Meihua.com (ID: meihuaevent)"