2024年五一营销复盘简报

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The May Day holiday is a significant marketing opportunity for brands, with a notable increase in social media content related to brand marketing, although interaction rates have declined. Brands are encouraged to explore innovative marketing strategies to connect with consumers more effectively [2][4][7]. - Scene-based marketing has emerged as a key strategy, with brands leveraging holiday-specific themes such as travel and gatherings to create relevant marketing content. Automotive and tech brands have seen increased engagement through this approach [2][13][22]. - The OPPO K12 smartphone marketing campaign exemplifies successful scene-based marketing, achieving a significant increase in brand visibility and interaction through collaborations with platforms like Meituan and games like Honor of Kings [2][32][49]. Summary by Sections May Day Marketing Trends - During the May Day period, brand-related social media content volume increased by 18.2% year-on-year, reaching 4.961 million pieces, while interaction volume dropped by 42.0%, totaling 1.46 billion interactions [8][13]. - The most discussed topics included travel and family outings, with Douyin being the primary platform for brand marketing, accounting for 66.58% of content volume and 82.22% of interaction volume [9][10][11]. Popular Brand Marketing Cases - The OPPO K12 campaign highlighted the importance of integrating product features like durability and long battery life into holiday-themed marketing. The campaign's content strategy involved diverse scenarios, including travel and gaming, leading to a doubling of brand visibility [32][49]. - The automotive sector, particularly brands like Changan and SAIC Volkswagen, effectively incorporated holiday themes into their marketing, achieving high interaction rates through promotional offers and performance highlights [22][26]. Consumer Engagement Insights - Different platforms attracted distinct consumer demographics, with Xiaohongshu showing a higher proportion of female and younger users, while Douyin users focused on travel tips and promotions [11][12]. - Food, automotive, and tech categories saw the highest engagement during the holiday, with automotive and tech brands experiencing a notable increase in interest compared to previous years [13][26].