The NBA, WeChat & Air Jordan win the CNY in 2017
The NBA, WeChat, and Air Jordan were the top most associated brands with Chinese New Year this year globally, according to data released by Amobee. They were followed by Disneyland and McDonald’s in the top five list.
Amobee deployed their Brand Intelligence platform to see which brands won the Chinese New Year period, for digital content engagement. The data set was looking at global digital content engagement across the web, social, mobile & video; utilising the Amobee Brand Intelligence platform.
Around the start of the Chinese New Year there have been 138.6K Tweets around the hashtag #ChineseNewYear; looking at the period of January 27 – 31, 2017 with Twitter sentiment around the #ChineseNewYear hashtag being 34 per cent positive, 64 per cent Neutral, and two per cent negative. Almost no one had anything bad to say around the holiday. In the same period looking at immediately before and during the holiday, there have been 44.6K Tweets using the hashtag #LunarNewYear; 33.3K Tweets around the hashtag #YearOfTheRooster; and 18.8K Tweets around the hashtag #CNY.
Analysing data between December 31, 2016 – January 31, 2017, Amobee found that besides the five brands, others in the top ten list included, Uber, GrabCar, Adidas, KFC and Louis Vuitton.
The NBA led the rankings with WeChat generating 60 per cent as much Chinese New Year digital content engagement in the same time period. Utilising an aggressive strategy to court a Chinese audience, the NBA gave the Warriors, Rockets, Raptors and Wizards Chinese New Year inspired uniforms to wear during select games and created an animated ad wishing the audience happy Chinese New Year starring Chinese American player Jeremy Lin and top league stars, the report highlighted.
The Chinese messaging app WeChat is associated with the New Year primarily around their ‘red envelopes’ which allow users to send New Year greetings to each other, and attach random amounts of money.
Air Jordan had 15 per cent as much Chinese New Year related digital content engagement as the NBA; with Disneyland and McDonald’s each receiving roughly seven per cent as much Chinese New Year related digital content engagement as the NBA. Air Jordan had released special edition sneakers around the year of the Fire Rooster, while Disneyland parks in Shanghai and Hong Kong are both top vacation destinations for families during the holiday.
Meanwhile, McDonald’s celebrated by offering new menu items including a Golden Prosperity Burger and created an ad that reminds the audience what CNY felt like when they were children.
Talking about what worked for the top brands, Assaf Henkin, SVP Amobee Brand Intelligence Solutions, at Amobee said, “The NBA’s strong association with Chinese New Year showcases the brand’s marketing and advertising efforts to court Chinese audiences have been extremely effective and created an authentic connection that is engaging people. The NBA gave the Warriors, Rockets, Raptors and Wizards Chinese New Year inspired uniforms to wear during select games, and created an animated ad wishing the audience happy Chinese New Year starring Chinese American player Jeremy Lin and top league stars. Other brands associated with Chinese New Year are brands that we expect to be most broadly relevant to people around a holiday. How are we going to wish friends and family, happy new year? WeChat. Where are we going to go during our time off? Disneyland. How are we going to get there? Uber and GrabCar. Where are we going to bring the family to eat? McDonald’s and KFC.”
There was 22 per cent as much digital content engagement around New Year on January 28, 2017 as there was digital content engagement around New Year on January 1, 2017. At least in the English speaking world; there’s 4.5X more digital interest in the Gregorian New Year than in the Lunar New Year.