What do chinese new year marketing trends look like amid a pandemic?
WE red bridge's nicky wang weighs in on consumer behaviour and new strategies during an unusual festive period of weariness and homesickness
PRWeek Asia, Surekha Ragavan, 1 February 2021
(Image courtesy of PRWeek Asia)
Chinese New Year this year will be more of a subdued affair as the region continues to battle the pandemic and manage movement restrictions. Usually, the festive period marks a wave of commerce and loud marketing, but we ask PR pros around the region what their CNY briefs and strategies look like this year.
"Brands cannot ignore the fact that online channels are the crucial battlegrounds to capture their audiences' attention. To succeed, many have shifted their focus and budgets online and are doubling down on social commerce. Brands must also be prepared for multiple scenarios given how quickly the outbreak conditions can shift. This year has required marketers to act with an increased level of agility to ensure campaigns are relevant to the moment they are activated." - Nicky Wang, managing director and head of strategy, WE Red Bridge
