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[New Year's marketing campaign]

Empathize with the customer's psychology!

① New Year's wish theme
If your company is a brand that targets people in their 10s and 20s, there is a possibility that the New Year's "wish" themed event could be valid. A study by the U.S. pollster Purich Center found that the older you get, the less you make new year's resolutions or goals. Of the respondents, 49 percent, or half of those in their 10s and 20s, said they made "at least one decision," while 31 percent said in their 30s and 40s and 21 percent said in their 50s and older. If the 10s and 20s are your main customers, it would be a good idea to communicate about your rising hopes and dreams for the new year!

② A lucky theme
Many people read their New Year's fortune or fortune in January. I think it's because they want more good things to happen in the new year and because they want to avoid bad things. This is a time when people are more interested in luck than ever. Why don't you try to attract customers' attention with a lucky-themed event?

⁕ Lucky bag, Lucky box promotion: There is a belief that it will contain more products than the minimum price paid, so customers can perceive missing out on the promotion as a "loss." We recommend adding strategies to increase scarcity by limiting period and quantity to achieve high results for the psychology of customers who do not want to lose money.

⁕ Prizes using anchoring effect: Even if you give the first prize to only one person, it is recommended to use the best prize, that is, the expensive items that the target audience will like the most. This is because when judging the utility of the lucky promotion, it anchors the best reward and raises the expectation that "I may get the first prize."

③ Refresh Theme
January is a time when people tend to dream of a new beginning. According to the "Fresh Start Effect" theory (2), temporal landmarks such as the "New Year" tend to encourage people to forget their past failures and start anew. How about we take advantage of these characteristics to cheer for a new start in January with themes related to refreshment, health, and self-improvement.

Let's get the customer to act!

① New Year's Challenge
What kind of resolutions should we make for the new year? According to the Purichi Center research results, health ranked first (79%), money (61%) and relationships (57%) ranked third. How about planning a challenge to induce habitual behavior such as exercise or saving by taking advantage of the recent popular trend of Retual? In fact, there have been successful cases of corporate brands that give gifts to customers by giving them a small amount of money if they visit every day or certify their activities as environmental guardians. If we plan an event that helps customers achieve their New Year's goals and helps them build good habits, we will be able to get a lot of customer participation and response.

② "Happy New Year". Free distribution
In the new year, we share messages, images, and short moving videos with words of blessing to our acquaintances. In Korea, there is a culture of exchanging words of blessing for the new year. Images or message cards with witty pictures can be easily viral at this time, so it would be good to distribute greetings or contents that can be shared free of charge. To maximize the viral effect, you can hold an event to share words of blessing, or add benefits to get a conversion effect such as new subscription.

③ Utilize the theme of "Blue Snake Year."
The zodiac sign, which varies from year to year, represents the passage of time and also creates the atmosphere of the year. That's why in January, a lot of related goods are released, and customers are paying keen attention. For example, the Korea Mint has been releasing Gold Bar containing animals of the year since 2020, and Starbucks has been releasing animal-themed drinks and tumblers every January. The year 2025 is the year of the 乙巳, the year of the blue snake. If our brand has a character, I think we can create a design with the iconic animals of the new year or create a short storytelling.

Other reference cases

💡Our child Cebet Don event
: Mirae Asset Securities drew attention in January this year with an event called "Please receive my child's New Year's gift money" for underage customers. It was an event that gave up to 1 million won in gift money through a lottery if they left a New Year's greeting to their children. It was an event that encouraged them to apply for a new child's account by taking advantage of the fact that parents mainly open their children's securities account and manage New Year's gift money. If you understand the characteristics of customers' behavior and think about how to connect them with our KPI, you can create a more flexible campaign strategy.

💡"Lunch price for a year" event
: The event, which was held by E-Mart 24 in January last year, allows people to purchase convenience food such as sandwiches and lunch boxes, which can be purchased at E-Mart 24 stores nationwide, at a discount of 5,000 won throughout the year. It was to provide 5,000 won per day for a year's lunch in line with the average number of working days (260 days) of office workers. It was popular among the younger age group with a prize called "Lunch Price for a Year for Office Workers." In particular, it was an event that solved two big tasks: installing the app and signing up for membership because you have to download the E-Mart 24 app and accumulate stamps to participate in the event.

1) Pew Research Center, New Year’s resolutions: Who makes them and why, 2024.01

2) The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior, 2014.06

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