{"id":9271,"date":"2022-01-13T07:30:34","date_gmt":"2022-01-13T07:30:34","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9271"},"modified":"2025-04-23T09:45:19","modified_gmt":"2025-04-23T09:45:19","slug":"how-to-develop-a-successful-cny-marketing-campaign","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-develop-a-successful-cny-marketing-campaign\/","title":{"rendered":"How to develop a successful CNY marketing campaign"},"content":{"rendered":"

From Nike and Coca Cola, to Gucci x Doraemon, these are the brands that ran thoughtful Chinese New Year marketing campaigns in 2021 \u2013 and how you can learn from them going into the Year of the Tiger: Sandra Weiss<\/strong> from RedFern Digital explains how to develop a successful CNY marketing campaign …<\/h2>\n

As one of the most celebrated events in China and a festival often associated with gifting and reunions with family and friends, Chinese New Year (aka Spring Festival) presents a significant commercial opportunity for brands. However, since the festival holds enormous cultural importance in China, it is also key that any marketing attempts are relevant and sensitive to the country and culture.<\/p>\n

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During CNY, many brands will hold promotions, offer discounts, design special packaging, or release limited edition products or gift sets, with the imagery used often associated with the Chinese zodiac animal of the incoming year. These campaigns and releases sometimes occur weeks in advance of Chinese New Year, which is also when consumers begin to shop for the festival.<\/p>\n