From 0-1, teach you how to do holiday promotion marketing at "TikTok" | Morketing Observation

Rita Zeng, the Southeast Asian color care brand Y.O.U, saw a 120% month-on-month increase in TikTok GMG during Ramadan this year, and a double increase on Pay Day in Indonesia;
The end game "Forever Lost" made a weekend in TikTok to boost the popularity of Enterprise by over 50%;
ASOS, a British e-commerce platform, achieved 200% interaction and 22%+brand recall enhancement on Halloween in TikTok It can be seen that these brands have achieved multiple growth during the festival promotion node period.
In the upcoming Q4 quarter, the overseas market will successively usher in two major shopping celebrations, Black Friday and Christmas season, which are almost the key plays of the brand's sales and marketing in the overseas market throughout the year.
However, when such festivals are greatly promoted, many brands have invested heavily in TikTok, hoping to achieve better transformation and further strengthen consumers' impression of the brand.
However, such a large number of advertisements are flocking to consumers, causing them to easily become disgusted or tired of certain advertisements.
So the biggest challenge for brands when doing holiday promotion marketing in TikTok is: How to continue to bombard their own brand content, reach their target users through communication, and finally complete the transaction without causing any annoyance in the process? In fact, if you want to do a good job of festival promotion on TikTok without causing consumer resentment, it requires that the brand be very clear about the purchasing needs of the target audience and be able to promote the corresponding products/content to the right people, otherwise it will be counterproductive.
Therefore, brands need to have a sufficient understanding of TikTok users' consumption preferences during the promotion period and the pace of TikTok promotion, so as to better formulate corresponding marketing strategies.
In this process, three things need to be done: first, develop an overall delivery strategy;
Secondly, determine what products to promote during the promotion period;
Finally, quickly produce good creative materials to guide transactions.
Generally speaking, it is best to follow the pace of big promotion marketing with changes in platform traffic.
Therefore, when making a launch strategy, it is necessary to have an understanding of the platform's planning and prepare in advance, rather than starting hastily a week or two before the holiday.
Specifically, although global shopping nodes are concentrated from the end of November to December, the actual shopping conversion data on TikTok has increased significantly since early October, and the willingness to shop will reach a peak by the end of November.
Therefore, on TikTok, from September to October, it is possible to start "water storage", which is to stimulate user interest and accumulate target groups for major promotion;
From October to November, you can start preparing for the big promotion by doing some warm-up and strong exposure;
From November to December, it is basically the peak period of platform promotion, which is suitable for launching some comprehensive projects and increasing the budget;
In January of the next year, it is a waste heat stage, and subsequent precipitation and re purchase can be carried out.
It is also worth noting that in the early stages of the festival promotion, brands actually need to prepare some diverse and non repetitive high-quality advertising materials in advance to better achieve a cold start rate.
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