The Oban Blog

#HappyChineseNewYear – global brands welcome the Year of the Monkey

Chinese New Year is now celebrated by over 1.3 billion people globally, with over 800 events hosted in more than 320 cities across 118 countries, so undoubtedly it represents a massive marketing opportunity for brands. As we enter the Year of the Monkey we can see how businesses from British Premier League through to Armani are doing more than ever before to mark the occasion and integrate this worldwide event into their online marketing strategies.

The colour red is included in almost every marketing message. The Chinese national colour represents happiness, beauty, success and good fortune. During Chinese New Year red envelopes containing money are given as gifts but as we move into a digital age the tradition has now moved to people sending ‘red envelopes’ through WeChat (China’s answer to WhatsApp) and ZenBack. WeChat introduced the red envelope service in 2014, resulting in more than 20 million envelopes being sent in 48 hours.

Chinese New Year is taking social media by storm, in this post we take a look how brands are wishing their fans and customers a Happy Chinese New Year. As customers tend to start shopping for gifts weeks in advance, some brands kicked off their social campaigns in January. Brands are not just using Chinese imagery in marketing material in the run up but many luxury brands are actually creating completely bespoke product ranges for the global celebration.

Here are some examples of how top brands welcomed the #YearoftheMonkey:



Stella McCartney:

Louis Vuitton:

De Beers:

Coca-Cola Singapore:

Premier League: