The 618 shopping festival is one of Taiwan’s major e-commerce events, second only to Double 11 (11 November), 9.9 and Double 12 (12 December). Particularly in the past two years, the pandemic has moved shopping online, and as many as 70% of consumers say they are interested in e-commerce shopping festivals. With less than a month to go until 618, have brands planned how to approach it? This post shares recent 618 trends and audience insights, along with practical guidance on marketing strategy, to give your promotion and conversion efforts a clearer direction.
618 online buzz trends
Google search trends show that searches related to the 618 shopping festival have risen every year since 2019, showing that the event has become a sales opportunity brands and e-commerce businesses cannot ignore. The 2021 trend chart of online buzz around 618 also shows that most brands start releasing 618 campaign information in early May, increase the volume as the event approaches, and only ease off after the week of 618.
Looking at both consumer search behaviour and how brands build buzz, we recommend brands start building up their campaign one month before 618, planning a four- to five-week promotion with a complete consumer communication strategy.
What shoppers consider during 618
Because of the pandemic, consumers place more weight on convenience when shopping. According to Google’s official statistics, Taiwanese consumers shopping during 618 consider convenience, product practicality and good after-sales service as their main factors. For the best-selling 618 categories of household goods, electronics, and beauty and fashion, consumers have the following considerations:
- Health supplements, food and drink, and everyday items: convenience, product practicality, good after-sales service
- Electronics: product practicality, discounts and offers
- Home appliances, beauty and fashion: convenience, good after-sales service
Based on these insights, brands can combine festival offers with the strengths of their products and services to develop suitable creative angles. On convenience, things like wide availability across channels, online customer service and fast delivery are all important elements that can be shown in ad creative or campaign promotion to attract consumers and encourage purchase. For example, beauty and fashion brands can highlight their many channels, such as physical counters, the brand website and brand stores on e-commerce marketplaces, along with online virtual try-on services, to reduce friction in buying.
618 channel planning
According to a 2021 survey of online buzz around 618, brands still focused their activity mainly on social media platforms, followed by forums and news media. As the festival approaches, the kind of messages brands release also varies by channel and time period.
Social media
- Early phase (2–3 weeks before 618): mainly warm-up content, such as product promotion, giveaways and interactive activities (for example, inviting users to comment on what they want to buy during 618)
- Main phase (2 weeks either side of 618): mainly content that drives purchases, such as live-stream giveaways, 618 shopping guides, discounts and event schedules
- Late phase (1 week after 618): information on extra promotions, depending on each brand’s plans
Forums
- Early phase (2–3 weeks before 618): mainly information-gathering posts, such as brand promotion news and shopping guides, or replies to users asking for advice that bring in product information and offers.
- Main phase (2 weeks either side of 618): mainly information with strong purchase intent, such as retailer promotions, credit card cashback and round-ups of offers.
News
- The month before 618 is the key period for campaign launch announcements, headline product discounts and event promotion.
For timing, we recommend brands first release official campaign information on social media and news media, then pick up the traffic on forums a few days later to draw the target audience’s attention and generate discussion.
618 marketing strategy
1. Warm-up phase
In the warm-up phase, promotion focuses on the brand, its products and campaign announcements. We recommend brands use media formats with high reach and good engagement to reach potential target customers broadly.
- Timing: two to three weeks before 618
- Marketing goals: reach, video views, engagement, traffic
- Suggested budget: 20–30%
- Target audience: focus on new customers, such as the brand’s potential target customers and interest audiences
- Messaging angle: campaign announcements, brand image and characteristics, product strengths
- Creative formats: ad formats that carry a lot of information, such as video, GIF, single image and multiple images
- Media: video ads, display ads, social ads, search ads (need-based, product and brand keywords), Shopping ads
2. Conversion phase
The conversion phase aims to increase product conversion rates. We recommend brands use media with high-quality traffic and high conversion rates to reach core customers and remarketing audiences precisely.
- Timing: the week before 618 and the week of the event
- Marketing goals: traffic, conversions
- Suggested budget: 65–75%
- Target audience: focus on existing customers, such as brand website/app visitors, members and ad remarketing audiences
- Messaging angle: campaign information, shopping guides, countdowns
- Creative formats: single image, catalogue, carousel and other formats that drive traffic
- Media: remarketing ads, search ads (brand and product keywords), Shopping ads, live-stream ads
3. Encore phase (optional, depending on the brand’s plans)
The main purpose of the encore phase is remarketing. We recommend brands use media that can target remarketing audiences effectively, focusing on users who intended to buy but have not yet converted, and use this last chance to close the sale.
- Timing: the week after the 618 shopping festival
- Marketing goal: conversions
- Suggested budget: 5%
- Target audience: brand members or people who did not complete checkout
- Messaging angle: campaign information, last chance for offers
- Creative formats: single image, catalogue and other formats with good click and conversion performance
- Media: remarketing ads, search ads
The countdown to 618 has begun. Use the insights and recommendations above to build a complete consumer communication strategy, make the most of each medium’s strengths to get your brand’s message to your target audience, and make the event a success. If you have any needs or questions about integrated marketing or advertising, get in touch.
