Trending in China: How brands are drawing inspiration from the 'dragon' for 2024 CNY Marketing
It’s that time of the year when the next year’s zodiac are out in force, integrating into marketing and products in every way imaginable. Here are three examples that caught our eye:
Ambpomial - 'Dragon of Fortune' microfilm featuring shadow puppet art
Ambpomial (originated from “ambrosial”, which means ambrosial yogurt), a leading yoghurt brand from Yili Group in China, has delivered one of the most successful CNY marketing campaigns, featuring ‘Dragon of Fortune’ from 16 Jan. On Weibo, China's Twitter/X, the topic has garnered over 670 million views and close to 6 million engagements.
The dragon has symbolized strength and auspiciousness since ancient times in China, but a lesser known association is with wealth. Partnering with Xi'an Ming and Qing Shadow Puppet Art Museum and a master of shadow puppet craftsman Wang Ke, Ambpomial crafted a 2-minute shadow puppet microfilm narrating mythical stories of 'Dragon of Fortune' which was said to bring people wealth. Ambpomial's wish to usher in luck and wealth for the new year is vividly portrayed in this collaboration. Shadow puppetry is a traditional Chinese cultural heritage providing entertainment for around 2,000 years since the Western Han Dynasty.
Incorporating cultural elements into marketing has become popular playing to the revived interest in Chinese heritage from consumers. However, merely focusing on promoting the cultural value provides limited return on investment. To bolster the campaign’s success, Ambpomial took it further, bringing good fortune and wealth to everyone through product integration. Ambpomial launched a limited-edition yoghurt featuring elements of the 'Dragon of Fortune.' After buying the yoghurt whose packaging reads 'Dragon Year Welcomes Good Luck, Win Gold Together,' customers can scan the QR code inside, enter Anmuxi's WeChat mini-program activity page, and participate in a lottery with a chance to win up to 66 grams of gold coins.
Ambpomial amplified the campaign with fans of brand ambassadors Dilraba, Wang Hedi, and slightly random but immensely popular, Stephen Curry. The ambassadors encouraged participation in the #CheersProbiotics, Let's Embrace Ambpomial Together# Weibo topic. Ambpomial randomly selected winners who engaged with the brand topic for ambassador merchandise. Followers could get ambassadors’ exclusive red packet covers and merchandise on the brand’s WeChat account.
The highlight of Ambpomial’s CNY marketing lies in its perceptive understanding of Chinese cultural emotions and the integration of digital marketing to deeply engage consumers through the 'Dragon of Fortune' storytelling. The online campaign seamlessly connected with offline product experiences, boosting both brand visibility and sales performance.
VIVO - Exquisite animation themed with a heartwarming white dragon
The Vivo S18 series — comprising the Vivo S18, Vivo S18 Pro, and Vivo S18e — was officially launched on 14 December 2023 in China.
To ramp up promotions over the Chinese New Year period, Vivo has created an imaginative animated advertisement with a white dragon theme, specifically targeting China’s youth demographic. The key features of the new products, including stunning new colours with a petal design and dual soft LED flash for enhanced photography capabilities, have been seamlessly integrated into the 2-minute and 35-second video.
Vivo takes a distinctive approach by narrating a story centred around a white dragon, beginning from the dragon's spiritual realm. The brand poses thought-provoking questions from the innocent viewpoint of a child—asking, 'Could dragons experience loneliness?' and 'What can humans do to help dragons?' The narrative climaxes with the moment of humans engaged in a dragon parade dancing with the white dragon and ends with a photo shot by Vivo S18 Pro. The entire storyline captivates audiences with its inventive and heartwarming narrative, accompanied by visually striking images.
The video attracted 53.6 million views online, securing the top position on Bilibili. On WeChat, it marked a milestone as Vivo's first advertisement to receive 100,000 likes.
Levi's blends an untamed dragon into modern denim aesthetics
To showcase its Lunar New Year Collection, Levi’s has unveiled a video advertisement starring a fierce dragon. This creation encapsulates the sophisticated elegance of Eastern culture and the untamed energy of the West, reflecting the essence of Levi's itself—blending traditional elements into modern denim aesthetics and embodying the brand's pioneering spirit.
Inspired by the dragon's third offspring, 'Chao Feng,' from the classic text "Shan Hai Jing," Levi's introduces a dragon boasting a wild and primal power. With actor Ci Sha in the spotlight, the ad centres around the theme of the 'Denim Wonderland,' highlighting his impressive skills with tri-pointed, double-edged knives and archery. The vivid contrast between the prominent red visual tone and the blue denim contributes to a visually striking and memorable impact.
Levi’s Year of the Dragon denim promotional video
Which 'dragon' is your favourite?
These CNY marketing campaigns showcase the effectiveness of integrating traditional culture with modern aesthetics. The success lies in seamlessly connecting cultural narratives with product offerings, enhancing engagement and visibility. Ambpomial stands out for its inventive product integration, Vivo for emotional storytelling, and Levi's for blending tradition with modernity. The common thread is the effective fusion of cultural resonance, digital channels, and offline experiences, delivering impactful and memorable campaigns.
