Spotlight: Occasion marketing for Chinese brands going global

Jenny Chan

There is no shortage of overseas marketing calendars available on the market for Chinese outbound brands, but marketers must concentrate their efforts on key moments to avoid spreading resources too thin.
  • Typically, these calendars list all the festivals and public holidays in a specific region; however, not every single one may be a crucial point in the marketing cycle.
  • We delve into 'milestones' such as Christmas, Ramadan, Black Friday, and the Super Bowl, and examine how Chinese outbound brands can capitalise on these cultural moments for lasting impact.
  • Cultivate momentum with overseas occasions; don’t stagnate with just passive attention but introduce interactivity to generate “active attention”, salience, and memorability.
  • Reflect on how you leverage these festivals; avoid using Western holidays solely for promotional purposes; without profound cultural insight, the Chinese...

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