It’s that time of year when brands are eagerly preparing their Christmas holiday campaigns. However, cultural marketing experts are also thinking carefully about their Lunar New Year messaging. If your business caters to Chinese clientele – or wants to deepen its connection with this audience – you should start planning for Chinese New Year 2022, which falls on February 1. While Chinese New Year itself is not commonly a time to spend money, the month leading up to it is traditionally seen as a time to make purchases and complete important tasks to welcome the New Year.
Chinese New Year 2022 – The Year of the Tiger
Also known as Spring Festival, this the most important celebration for Chinese people in Canada and abroad. Celebrations typically start on the evening before the new moon, and end on the evening of the full moon 15 days later. As such, Chinese New Year celebrations in 2022 will run from January 31 to February 15. The final day is observed with the Lantern Festival. Each lunar year is related to one of 12 zodiac animals and 2022 marks Year of the Tiger.
Celebrating with Your Chinese Customers
Running Chinese New Year promotions or campaigns is a fantastic way to connect with your target audience. But it is important to do it in a way that is culturally sensitive and isn’t just about selling products.
Typically, we would suggest an “online to offline” promotion (O2O) inviting people to a Chinese New Year celebration at your location. However, with varying levels of comfort surrounding socializing during COVID-19, we suggest focusing on digital tools and online engagements. Here are some ideas:
- WeChat: The social media app WeChat is very popular among Chinese locals in Canada who prefer it to Facebook, Instagram and Twitter. Giving red envelopes (hong bao) is a well-known tradition at Chinese New Year, but did you know you can do it digitally on WeChat? Gifting discounts or other incentives will be a big hit with your Chinese customers. You can also run WeChat Moments ads or create an enticing H5 game. Be sure to have Chinese customer service available (also on WeChat!) to respond to any questions or requests that may come in.
- Webinars: Webinars can be an effective way to showcase your products or build rapport. Make sure that you hold your event before Chinese New Year – people will be more inclined to make a purchase. Budget for webinar promotions and prizes, make sure you leave enough time ahead of your event to promote it, and don’t forget to follow up after the session.
- Hybrid Events: In 2022, the idea of hosting offline events isn’t too far-fetched anymore. However, with the ongoing COVID-19 situation, we highly recommend also catering to customers who might not feel comfortable with celebrating in-person. Consider focusing on a hybrid VIP event, where online participants can join a live stream and still be involved in any special giveaways or promotions from their own homes. Promote these on WeChat, and also consider a Chinese media buy.
Key Takeaways
Now that you have some ideas on how to incorporate Lunar New Year 2022 into your marketing plan, we just have one cautionary note. When working with diverse audiences, it’s important to understand the history and culture of any holiday you choose and leverage it carefully and sensitively. A nuanced cultural marketing strategy ensures you can build strong, long-term relationships that will benefit your dealership and your brand. Contact us and our Chinese marketing team would be pleased to brainstorm with you on the best approaches to reach your goals.
