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Meaningful messaging and custom emojis for Chinese New Year
The Year of the Tiger is imminent and the usual flood of tiger-themed products and messaging are vying for consumers’ attention and cash, but what makes some more successful than others?
Why it matters
A few years ago, simply incorporating a tiger into a product design or campaign might have worked for brands. These days, such imagery is necessary but not sufficient: brands need to work harder at linking the tiger to consumers’ emotions and interests.
Give me some examples
Utility: Social platform Twitter today releases a custom emoji with hashtags in multiple languages for use by the millions of people tweeting about Lunar New Year.
Sustainability: Luxury brands Prada and Clarins are working with China Green Foundation and the World Wide Fund for Nature (WWF) respectively to protect Siberian tigers in the northeast of China. (Gucci, in contrast, has come in for criticism for its use of real tigers as props in its campaign.)
Gamification: Apparel brand Bananain offers consumers the chance to win a branded red packet, symbolising good luck and prosperity in the coming year, to give online.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。