Seasoned advertisers, affiliate marketers, and brands know that certain holidays are incredible for driving profits. With the Chinese New Year around the corner, these same advertisers are ready to jump on the opportunity again and make a LOT of money!

If you’re also thinking about running a Chinese New Year-themed campaign this January, then you’ve got the right idea. But you might be wondering exactly how to set up a stellar campaign.

Luckily, we have a wealth of real-world examples of Chinese New Year campaigns to share with you. 😉

But first, let’s learn a little bit about what the Chinese New Year is.


Who celebrates the Chinese New Year?

Contrary to what many think, the Chinese New Year isn’t just a Chinese holiday. It’s celebrated by multiple countries in Asia and is better known as the Lunar New Year.

It’s a special day that marks the start of a new year in the lunisolar calendar that is traditionally used in many East Asian countries. It signals the beginning of spring and is often used as a time to shed yourself of the previous year’s bad luck as you welcome a new year.

More than 1.5 billion people celebrate Lunar New Year with rich traditions and activities unique to each country. And this year is no different as people prepare to welcome the year of the Rabbit! 🐰

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How do people celebrate Lunar New Year?

People in China, Vietnam, Indonesia, the Philippines, Thailand, Taiwan, Singapore, and other countries celebrate Lunar New Year with fireworks, red clothes, food, decorations, gifts, and red envelopes containing money.

Just like during other holidays, people spend more money during Lunar New Year on celebrations and gifts. In fact, in Vietnam, people can spend as much as 50% to 81% of their monthly salaries on Lunar New Year.

Statista - how much isspend on Lunar new year (Vietnam)

Advertisers have a big opportunity during Lunar New Year

Advertisers across a diverse range of verticals have a wonderful opportunity to drive profits during Lunar New Year. For example, the below graph shows the share of what Vietnamese consumers spent during Tet (Vietnamese Lunar New Year) from 2020 to 2021.

Everything from imported foods to beverages gets a substantial share of consumer spending.

But it doesn’t stop there.


People spend MORE time online during Lunar New Year

Whether it’s watching videos on social media or playing games, the proof is in the numbers. People have time off work and school, and that means they spend more time online.

 Share of app usage time during Spring Festival holiday in China in 2022, by app category

In fact, in China, people spend almost 7 hours using the internet during Lunar New Year. That’s a lot of time to reach them with strong advertising campaigns.

Average time spent on internet daily during Spring Festival holiday in China in 2022

9 GEOs to target this Lunar New Year

According to our observations, research, and performance data, the top GEOs for advertisers to target during Lunar New Year are:

  • Indonesia 🇮🇩
  • Malaysia 🇲🇾
  • The Philippines 🇵🇭
  • Thailand 🇹🇭
  • Vietnam 🇻🇳
  • Singapore 🇸🇬
  • South Korea 🇰🇷
  • Japan 🇯🇵
  • The United States 🇺🇸

Best verticals for advertising during Lunar New Year

We analyzed the data from last year (19/01/22 – 04/02/22) and found the following verticals to have the strongest performance:


How top verticals advertise during Lunar New Year

You may be curious about how these verticals drove such strong performance during their Lunar New Year campaigns last year.

Let’s jump right into the numbers and creatives to see the secret to their success.


Top GEOs for eCommerce

eCommerce performed great, as expected, due to the big need for gifts for the Lunar New year. The top GEOs were Indonesia, the Philippines, and Thailand.

CountryImpressionsClicks
ID541 408 803338 195
PH524 338 585418 410
TH206 813 73289 020
GB216 508 446192 708
VN48 345 07330 257
GB 216 508 446192 709
KR57 049 74563 219
SG42 471 22619140

Top GEOs for iGaming

iGaming is a lucrative vertical for holiday advertising, and the numbers speak for themselves. If you’re planning an iGaming campaign, including the social casinos, consider targeting Vietnam, Thailand, and Indonesia to start.

CountryImpressionsClicks
TH2 099 396 8302 700 558
CA173 676 846206 068
AU37 901 06379 703
NZ17 973 03151 151
PH32 590 140189 074
SG49 356 17286 250

Top GEOs for Giveaways

As you can see from the below graph, Indonesia, the Philippines, and Thailand were the top three GEOs for advertisers in the Giveaways vertical.

CountryImpressionsClicks
ID2 191 044 664817 812 081
PH955 073 4454 655 227
TH1 155 603 1431 120 359
VN2 552 330 8281 471 397
PE95 642 019313 653
GB 165 867 099109 371
AU40 553 80826 071
CA36 627 44627 597

Top creatives 

A strong creative marks the difference between a good ad and a great ad that drives conversions. Remember to incorporate the color red and festive decorations or designs.

In general, the strongest styles of creatives to use are themed around red envelopes and money.

For example, the below creative was used for a Giveaways brand. It’s a winning-themed Red Envelope. People familiar with the Lunar New Year will instantly recognize it and understand that the red envelope is associated with cash.

PropellerAds - Chinese new year creatives

How to test and get fast results

Now that we’ve seen the performance numbers and how to design a solid creative for your campaign, let’s take a look at how to run tests for strong results, fast.

We recommend testing (in terms of tools) the following:

  • Animated templates (Interstitial): these draw immediate attention to your ad, and this ad format is popular in Asia.
  • Interest targeting (shopping, games, dating, giveaways, etc.): we know that people spend a lot of money during Lunar New Year, so targeting by interest is a logical way to reach customers most likely to convert.
  • Direct click: This is the best option if you don’t have creatives and/or you want the best traffic, fast. Direct-click ads use AI to place your ads in front of the highest-quality audiences that are most likely to convert.

To sum up…

Welcoming the year of the Rabbit means welcoming good luck, prosperity, and fortune into your life this 2023.

As advertisers, we can get a headstart on welcoming all three with clever campaigns, the right targeting, and a red envelope creative or two. 😉

Good luck, and Happy Lunar New Year!

Run a lunar new year campaign
Author

Bláthnaid King is an expert marketer and content strategist. She's currently the Content and Communications Manager for Duolingo Classes, previously the Marketing Lead for local social campaigns at Patreon, and Growth Marketing Manager for hyper-growth startups like Inkitt and Galatea. Nearing a decade of experience, she's passionate about using content and marketing to fuel growth. ?