Editor's lead: June has come, and the next 30 days are full of innocence, delicacy, warmth, revelry and harvest. A wave of holiday hotspots can highlight brands, make products more attractive and bring traffic to activities. In order to make the marketers at that time succeed in promotion and salary increase, Xiaopai deliberately vomited blood to sort out the most comprehensive marketing hot cases and borrowing guides in June for everyone. Welcome to reading. When June comes, more than half of 2022 has passed. From June to June, summer is full of vigor and vitality. With the soaring temperature, there are several important nodes that should not be missed. Before it's too late, brothers and sisters in marketing, let's take a look at the popular materials collected by Patty School in June ~ 1. National Day 1.6. 1 Children's Day (1) uses elements and directions: cuteness, joy, childlike innocence, nostalgia, killing, and public welfare direction: the festival itself and the brand. Cut into nostalgic features and reinterpret brand tonality through cross-border joint names; Create brand IP activities and form a closed loop of IP marketing; Reverse thinking, touching users with true feelings, triggering holiday thinking. (2) Paying attention to the situation is nothing new, and it will only take advantage of consumers' nostalgia; Improve the active communication rate of holiday marketing through multiple channels; Brands need to have their own creative characteristics, and can't chase hot spots for the sake of chasing hot spots; Brands should take advantage of marketing differentiation to gain a prominent position; The content of brand activities should conform to the festival tonality. (3) Referring to the offline activity of "Qu Zhi Space Station" created by Beijing Hyundai, the poster is a giant doll machine, that is, the car is transformed into a special-shaped doll machine for users to grab and capture the scene of parents taking their children for entertainment on Children's Day. And through the topic of Tik Tok's "Hi Fun June 1", the online participation of consumers will be improved. Perfect interpretation of the festival, brand, consumers closely integrated marketing methods. Every year, Anta children hold the brand IP activity "stubborn game" on Children's Day, which combines sports with fun games. The children in the poster also show the appearance of happy sports, in which the concept of "stubbornness" is bound to the special node of Children's Day on June 1, forming the unique brand concept of Anta children. White rabbit toffee and smell bank jointly launched perfume, body lotion, shower gel, hand cream and other products. The white rabbit is a childhood memory of many people. This joint name with Smell Library not only broke people's traditional impression of the brand, but also marked a new beginning of the brand. Then for the brand, cross-border undoubtedly provides creative soil for Children's Day marketing, and also brings novel product experience to users. Children's Day should be full of laughter, but Mead Johnson turned his attention to another group of special children with reverse thinking and filmed a micro-movie "Little Brother", and the opening text of the video was adapted from a true story, which could not help but make people move. It not only makes users understand the brand concept of "the first arrival of users", but also causes profound social thinking, which is also very innovative in children's day gifts. 2.6.3 Dragon Boat Festival (1) takes advantage of the elements and direction: green, traditional culture, zongzi, taste direction: homophonic "zongzi", high "zongzi", ten thousand "zongzi" eye-catching, etc. , and can be linked to the college entrance examination node; Creative production of zongzi taste and packaging, which can be selected interactively with users; Combined with traditional culture, packaging highlights the characteristics of national style. (2) Pay attention to the situation and avoid playing with traditional culture; Brands should be closer to young people, and old brands should be younger; Promote localized marketing through traditional festivals. (3) Reference case Wahaha launched the product "Haha Zongtian Tuan" at the Dragon Boat Festival. The beverage products I used to drink, such as AD calcium milk, ice cream matcha and eight-treasure porridge, have all become zongzi. When a fresh drink is accompanied by the soft taste of glutinous rice, the taste buds on the tip of the tongue can be activated instantly. Wahaha, a national brand, took the initiative to seek product breakthroughs and made zongzi with its own products, which not only brought users a novel product experience, but also shaped the brand's fresh and unique young image. On the packaging of zongzi, the Dragon Boat Festival gift box in the good shop perfectly combines ethnic style with the cool temperament of youth. Not only the cover is beautiful green, but also the gift box is designed to be portable, exquisite and advanced. The Dragon Boat Festival is always near the college entrance examination, and the two time points can be effectively combined. The picture of dragon boat rowing in Zhuangyuan High School, coupled with the homophonic stalk of "Gaozong", is full of meaning, which not only celebrates the Dragon Boat Festival, but also expresses the blessing to the college entrance examination students and embodies the lively tonality of Oreo brand. 3.6. 19 Father's Day (1) Borrowing elements and direction elements: blue, silent, steady, and fatherly love. Direction: to explore the relationship between father and son, which is reflected by posters, copywriting illustrations, etc. Talk about everyone's father through memories and daily life, form a topic, collect relevant materials, and interact with users online; Combine product tonality, and express your concern for your father through product sharing. (2) Take advantage of the situation to pay attention to jumping out of the traditional father image, put aside prejudice and talk about the present situation of father; Combined with the reality of life, the activity of wandering heart can most cause the buzz of users; The sense of responsibility embodied in the father. (3) Reference case: How can Kan Kan and his father talk at the dinner table without wine? As a liquor brand, Jiang has a unique marketing advantage on Father's Day. Besides, this year's dads seem a little different. They can catch hot stalks, know how to search, and say "Ollie gives". The younger you live, the younger you are. In fact, these changes and efforts are all aimed at getting closer to us. The first experience of driving pleasure in life is that your father takes you to experience the passion of pushing back, appreciate the beautiful scenery of "drifting", enjoy the direction of "steering" BMW impartially, and combine the product characteristics with your father's image. The driving experience brought by BMW for the first time will be like the care and protection brought by your father. It is said that fatherly love is like a mountain, and deep love is the most common way to open fatherly love. Serious and upright may be the deepest impression I have on my father in my memory, but in fact, under my father's reticence, there are often rich inner plays hidden, and he is just not good at expressing love. With the help of emotional expression with her daughter, the Shenzhou special car shows that her father is a solid backer at home, and it will also provide security for users when she goes out for a long trip. Second, topic marketing day 1.6.7 college entrance examination day (1) uses potential elements and direction elements: positive, exciting, life choice, yearning, and mind-wandering direction: simulates the generation of college entrance examination questions and creative admission tickets, bringing users into the atmosphere of college entrance examination scenes; Online simulation of high school time, a wave of memories to kill; Poster copy helps college entrance examination. (2) Take advantage of the situation to pay attention to the common elements related to the college entrance examination, such as answer sheets, test papers, teaching materials, etc. , jointly launch new products with teaching AIDS; Poster copy should not highlight the depressed atmosphere, but should be positive and sunny; Don't brag too much about the beauty of college life, such as playing games every day. (3) Reference cases By simulating the production of college entrance examination questions and creative admission tickets, candidates can be instantly brought into the atmosphere of college entrance examination scenes, and users can learn more about Audi products. In high school, we used to use correction tape to correct mistakes and typos. The long picture display of the correction tape in the poster of Deli College Entrance Examination Day also symbolizes the long study career of college entrance examination students for many years, and also contains the meaning of "super-long play", which is a pun. Mercedes-Benz skillfully combines physics, English, mathematics and other knowledge points with product stability, speed and design tonality, highlighting the brand concept, and every sentence is very thoughtful and creative. For the national hot spot of college entrance examination, Guangfa Credit Card evokes people's memories by substituting it into online scenes. Mobile uses the copy of "4G+ unscrupulous drama, playing games and watching live broadcasts for only two days", taking advantage of the college entrance examination. Although it inspires candidates to a certain extent, it has the meaning of guiding children to play games in college, which is not worth learning. 2.6 18 Topic Marketing Day (1) utilizes elements and directions: carnival, coupons, gifts and star directions; grasps the "buy in buy" shopping festival, and combines online and offline activities to guide consumers' consumption; Large coupons and gifts attract consumption; Attract consumption by sales and bring goods by stars. (2) Pay attention to avoid flashy according to the situation, and make users feel that the concessions are strong; Online and offline comprehensive promotion, combined with creative interactive activities; Take advantage of the star effect to bring goods. (3) Reference Case At the time when the World Cup collided with 6 18, TCL, together with Ray Ma and Neymar, released a strength witness poster, accompanied by a passionate copy. Through creative activities such as live broadcast, H5 and offline pop-up shop, online and offline fans participate together. TCL is a successful example of 6 18 shopping carnival marketing through the dual-line promotion of entertainment and sports IP marketing. By hand-drawing cute cats and dogs and designing posters around the main washing machine, brand Little Swan can instantly catch the eyes of shovel officials. The gift boxes and coupons on the ground also imply rich gifts and huge discounts during the 6 18 promotion period. The skin care brand Baiqueling combines beauty elements such as "rejuvenation", "light lines" and "childlike innocence" with the concept of drinks to create a visual sense of "The Wizard of Oz". Compared with other 6 18 marketing posters, it is fresh, clean and comfortable in the use of bright red and purple. Third, the solar term 1.6.6 Mangzhong (1) uses the elements: yellow, bumper harvest, hard work, farmer uncle (2) uses the artistic conception of the poster, and the copy is imaginative, which drives users to look forward to a better life; Talking about hard struggle from harvesting labor; A combination of whole grains and branded products, such as wine and condiments; The temperature is getting hotter, which can also be related to sunscreen products. (3) According to the case, planting grain crops and brewing alcohol products with grain are consistent with Wuliangye products. When the wheat is ripe, plum rains follow. Before and after mango seeds, the air was humid and the weather was sultry. Might as well pour a glass of wine, light diet and relax. The season officially enters summer! Harvest wheat is a bumper harvest; Busy sowing is the beginning of gestation. Life will live up to your every drop of sweat, and every effort will eventually have fruitful results, one point of "busy" and one point of income. This is in line with the Red Bull brand concept "Your energy is beyond imagination". _ The swamp lotus blooms, and it's hot and sunny. It's midsummer now, and when you go out in increasingly hot weather, remember to apply sunscreen. 2.6.2 1 summer solstice (1) Use elements: green, heat, air conditioning, fans, watermelons, popsicles (2) Use the direction of the brand, cut in from the perspectives of coolness, day length, etc., which has a strong summer flavor visually, and the poster base is mainly fresh blue and light color. The summer of reference case solstice has arrived. Even if the summer solstice is very hot, Oaks can give you the most comfortable temperature to take you across the latitude, and even feel the temperature of the World Cup at home. Sunshine, beach, iced Wang Laoji and ode to joy are both visual and satisfy all your fantasies about summer. The days are getting shorter and shorter, and I hope we can spend more time together. After the summer solstice, even if the night becomes longer, we should get together so that loneliness will not be prolonged. Jiang's mind-wandering copy is even more touching. Four. abstract