Core Insights - Halloween serves as a prime marketing opportunity for brands, leveraging social media and influencer marketing to create buzz, but sustainable brand value requires long-term strategies beyond short-term exposure [1] Group 1: Long-term Marketing Strategy - Brands should view Halloween marketing as part of an annual narrative rather than a one-time event, integrating holiday themes with brand values [3] - A layered approach to the marketing cycle is essential, including pre-event buildup, peak engagement during the holiday, and post-event user-generated content (UGC) sharing [3] - Multi-stage influencer strategies should be employed, utilizing top influencers for initial buzz, mid-tier influencers for spreading heat, and everyday users for ongoing interaction [3] Group 2: UGC Potential and Engagement - Encouraging user participation in content creation is crucial for maintaining brand momentum, with simple and entertaining challenges like "HalloweenGlowUp" to generate UGC [5] - Custom filters and virtual assets on platforms like TikTok and Instagram can create lasting brand visibility, allowing users to incorporate brand elements into their everyday content [5] - Incentives such as creative video contests and random user rewards can sustain engagement and keep the brand within social conversations [5] Group 3: Brand Asset Accumulation - Collaborations with influencers should extend beyond short-term exposure to build a long-term content ecosystem, including limited edition products and behind-the-scenes stories [7] - A content co-creation system with influencers can ensure that brand messaging continues beyond the holiday context, fostering ongoing consumer engagement [7] - Relationships established during holiday marketing can evolve into creator programs, enabling consistent content collaboration and community building [7] Group 4: Brand Recognition and Emotional Connection - Short-term visual impact can attract attention, but lasting brand value is derived from long-term user recognition and emotional resonance [9] - Establishing a long-term topic pool from holiday activities can help brands maintain relevance in future seasonal campaigns [11] - Collecting and showcasing user stories and feedback can enhance community interaction and brand loyalty [11] - Continuous updates and interactions can help brands maintain algorithmic visibility, creating lasting brand memory assets [11] Conclusion - Halloween influencer marketing should not be limited to short-term excitement but should be viewed as an opportunity for brands to build long-term communication and emotional assets, leveraging strategic planning, UGC-friendly designs, ongoing content co-creation, and community engagement to enhance brand loyalty and influence [12]

Core Insights - The slogan "So close, so beautiful, weekend to Hebei" has gained significant attention and visibility, becoming a cultural phenomenon in recent years [1][3] - In 2023, Hebei's tourism industry achieved record-breaking results, receiving 844 million domestic tourists and generating over 1 trillion yuan in revenue [3][4] - The slogan effectively targets the growing middle-class demographic in China, catering to their desire for short, convenient travel options [6][10] Marketing Strategy - The slogan aligns with the trend of "light travel," which emphasizes short trips that do not disrupt the workweek, making it appealing to busy professionals [6][10] - Hebei's marketing strategy focuses on a specific target audience—residents of Beijing and Tianjin—leveraging their proximity to attract visitors [10][11] - The campaign utilized a saturation advertising approach, ensuring high-frequency exposure across various platforms, including high-speed train stations and social media [14][16] Social Media Engagement - Hebei's tourism department actively engages with social media trends, collaborating with popular influencers and utilizing viral marketing techniques to enhance visibility [17][18] - The campaign has led to a significant increase in social media followers and engagement, showcasing the effectiveness of their marketing tactics [18][20] - The slogan has inspired widespread user-generated content (UGC), transforming it into a cultural symbol and encouraging public participation in its promotion [24][29] Lessons for the Industry - The success of the slogan highlights the importance of user-oriented marketing, focusing on the actual needs and preferences of the target audience rather than self-promotion [32][33] - Embracing a relatable and informal tone in marketing communications can enhance connection with younger demographics, making the brand more approachable [33][34] - The phenomenon demonstrates that grassroots engagement and UGC can be more impactful than traditional advertising methods, emphasizing the value of community involvement in brand promotion [33][34]