This Fall, are you thinking about doing Singles’ Day Marketing campaigns? If not, you should revisit your strategy as Singles’ Day is starting to be one of the most important shopping holidays of the year. While the phenomenon began in Asia more than a decade ago, it is now at our doorsteps in the Western world. We have seen numerous larger and smaller companies dive into the Double 11 holiday with great success.
But where does this holiday come from? What is the theme behind Singles’ Day? How do you create successful Singles’ Day Marketing campaigns?
In this article, we will answer all these questions. We will start by explaining the origin behind Singles’ Day. We will discuss why (with numbers) it is an incredible Fall Marketing idea to differentiate your brand from competitors. Finally, we will give many examples of Interactive Singles’ Day Marketing Campaign ideas you could use.
What is Singles’ Day?
Singles’ Day is an unofficial shopping holiday celebrated on November 11th. It started in 2009 in China. It is also known as Double 11 or, in Chinese, 双11.
Originally, the holiday was called Bachelors’ Day and was celebrated for the first time in 1993. Back then, it was not the shopping holiday we know today. It was a festival organized by four university students to celebrate celibacy, hence, why it was called Bachelors’ Day. The idea to celebrate celibacy by organizing parties, blind date events, and other activities spread around the other universities and later on around the entire country. Soon, not only single men celebrated the holiday but people from both genders.
In 2009, Alibaba’s CEO Daniel Zhang decided to use Singles’ Day as a 24-hour shopping holiday festival. The festival includes many amazing online deals and discounts, but also a large event the night before the shopping day starts where famous pop stars such as Taylor Swift and Katty Perry perform. While we may think that using a holiday such as Singles’ Day to link your shopping holiday to was an uncommon idea from CEO Daniel Zhang, a little bit of Asian marketing culture can explain his reasoning quite well. In Asia, it is common to have discounts and promotions on double-digit days, such as 1.1 (January 1st), 2.2 (February 2nd), and 11.11 (November 11th). Hence why we also call the Holiday Double 11.
Actually, Alibaba Group went as far as putting a trademark on the term Double 11, and they threatened their competitors using this term in commercials of legal actions. In 2020, Alibaba decided to stretch the shopping day into an 11-day festival starting on November 1st and ending on November 11th.
Why is Singles’ Day important for marketers?
While you might think an unofficial holiday celebrated in China might not be worth your time, you would be wrong. The Holiday has spread in many Asian countries, and it is more and more present in the Western world. In 2016, the Swedish electronics retailer Elgiganten promoted its first Singles’ Day campaign in Norway. It had great success, so the year after, they implemented it in all Nordic Countries.
Every year, Singles’ Day grows and includes more companies, more countries, more shoppers, and billions more money. Since 2009, in 11 years, Singles’ Day has grown by 949,000%. In 2020, more than 8000 million shoppers participated worldwide. In Asia, the Holiday is primarily celebrated now in Indonesia, the Philippines, Thailand, Singapore, Vietnam, and Malaysia. But, it doesn’t stop in Asia. In 2020, U.S. businesses made over five billion in sales on Singles’ Day, which is the highest result outside of China. Singles’ Day is also on the rise in many European countries, such as Germany, the Netherlands, the UK, France, Belgium, etc.
In 2020, even during the pandemic, Singles’ Day generated $70 billion in sales for Alibaba alone. That’s way over the result of Black Friday ($9 billion) and Cyber Monday ($10.84 billion) together. In other words, doing Singles’ Day Marketing campaigns should be part of your marketing strategy this year as Singles’ Day is now the world’s biggest shopping holiday.
10 Interactive Experiences that you can use for your Singles’ Day Marketing campaigns
Below, we included examples of fun Singles’ Day Marketing ideas you can do. All the examples included are templates available on Dot.vu or were made using templates. If you like these Singles’ Day Marketing campaign ideas, you could easily use one of these templates to create your own campaigns.
1. Spin & Win
This is a simple to implement yet very successful Spin & Win game. Spin & Win games are types of Marketing Games that are highly engaging because customers love to spin the wheel and find out if they will win extra discounts. So, if you are planning to give discounts to your customers for Singles’ Day, why not add a touch of gamification to your Singles’ Day marketing campaign and create a Spin & Win game?
2. Social Interactive Content
An essential factor to consider is that 11.11 is not yet as famous as Black Friday in the western part of the world. Therefore, until its popularity spreads, you’ll need to give an extra push to your Singles’ Day Marketing campaigns for them to be successful. This means that an essential factor to think about is social sharing. In other words, you will want to encourage participants to share your campaigns with their friends and family to increase the reach of your efforts.
A great idea is to use a Social Interactive Content experience for your Singles’ Day Marketing campaign. This type of Interactive Experience is designed around encouraging social sharing. For example, the idea in the template below is that participants can send a personalized message to their friends for Singles’ Day. In addition, they will also give their friends a chance to win a discount code. These friends will also be able to create their own cards for their friends, continuing this train of social sharing.
Another great Singles’ Day Marketing idea could be to create a quiz available only on Singles’ Day. The quiz could be about Singles’ Day itself to drive awareness around the Holiday. But, it could also be around your company or a specific product. Actually, Quizzes are a fantastic idea to promote the launch of a new product. So, if you are planning to reveal a new brand or a new product on Singles’ Day, creating a quiz might be the way to go.
But, remember, Double 11 is about giving deals and discounts, so you might want to give discount codes to customers who participate in your quiz.
As an example, we created a fun quiz about Singles’ Day. Try it below!
4. Hourly Surprises Experience
If you are planning to have specific items on sale for Singles’ Day, you might want to look into creating an Hourly Surprises experience. An Hourly Surprises experience is a type of Interactive Content where you reveal discounts and surprises every hour (or every few hours) all Day during Singles’ Day.
It is a fantastic Singles’ Day Marketing campaign idea because it will build excitement around your deals & discounts. Plus, customers will have to come back to your website throughout the days to see the amazing new deals, hence increasing returning visitor counts and exposure.
5. Discount Card Surprises
While simply using your Singles’ Day campaign to promote your deals and discounts is an excellent strategy, you can also play around with the theme of the Holiday. This means that you can talk directly to singles and offer discounted items suitable for them.
For example, in the customized template below, you can encourage customers to pick a card that fits best their current single situation (e.g., soulmate seeker, ready to mingle, friend-zoned, etc.) Depending on their current single situation, they will receive a specific item at a discounted price. It’s fun, light, and engaging. You should try it out!
6. Single’s Day Roulette
In the previous example, the concept was to create a Singles’ Day campaign that celebrates celibacy. But another idea could be to create Interactive Experiences that celebrate China, as this is a Chinese Holiday. Therefore, you can use elements such as Chinese astrological signs, Chinese architecture, and so on as part of your campaign’s theme.
In the Singles’ Day roulette below, you ask participants to choose one of the 4 available Chinese astrological signs. If the roulette ends on the selected sign, participants can win amazing prizes. If not, they can come back the Day after to try their luck again. To incentivize participation, participants will be able to see tomorrow’s prize. The idea is to use this template from November 1st to November 11th and follow the new Alibaba’s way of celebrating Double 11 for 11 days.
7. Singles’ Day Lucky Draw
Another fun experience to promote your prizes, discounts, and giveaways could be to create a Singles’ Day Lucky Draw. In this example, participants will draw a card to see which prizes they get.
This is an excellent example for your Singles’ Day Marketing campaign if you have multiple prizes such as one Singles’ Day box, 5% discount codes on a specific item, 25% discount codes on everything, etc.
8. Singles’ Day Slot Machine
Do you like Slot machines? We love them! They are excellent at increasing engagement. Use one for your next Singles’ Day Marketing campaign and see your participation rate skyrocket.
This template is elementary to reuse. You simply need to change the background image, text, fonts, and icons in the slot machine. You can also re-design the slot machine if you want to go wild. Check it out!
9. Singles’ Day Tapping Game
If you are looking for something more challenging than lucky cards and slot machines, you might consider this example: A Singles’ Day Tapping game.
With a tapping game, participants need to click on the correct items as fast as possible to earn points. They need to earn enough points in a short period of time to get to the next level. Ultimately, depending on which level they get to, they will be given a discount code. The higher the level they got to, the better the discount code they got.
You can try this exciting Singles’ Day Marketing idea below:
10. Guided Selling experience
Most of the Singles’ Day Marketing examples we showed you before were gamified experiences. However, you can also create a Singles’ Day marketing campaign where you help customers browse through your offers with a Guided Selling experience.
In other words, you will ask customers about what they are looking for, their preferences, and their budget. Depending on their answers, you will show them personalized Singles’ Day offers that you have.
This is an excellent idea as many offers are available on a day like Singles’ Day. Therefore, it is always great to help your customers find the best offers!
Ready to create your own Interactive Singles’ Day Marketing campaigns?
Singles’ Day Marketing is not yet a must in Western countries, but you’d rather be a first mover than a late joiner. Therefore, you need to start working on your Singles’ Day marketing campaign as soon as possible to be ready for November 11th.
In 2019, 90% of Singles’ Day sales came from mobile. So, make sure your Singles’ Day Marketing campaigns are created for mobile first. Plus, make them engaging and interactive, as this is what can help you stand out from the crowd. On Dot.vu, all the Interactive Experiences are responsive and designed as mobile first. As we mentioned in the blog post, all the examples from this blog post were made using templates from Dot. vu’s marketplace. You can easily pick a template for your Singles’ Day Marketing campaign and customize it in no time. If you want to try our platform, you can select a template and customize it with a free account, so you can test the easiness of use before you purchase the template or a membership account.
If you need help to get started, don’t hesitate to book a meeting with one of our Interactive Content experts.
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