Mobile app insights and marketing strategies for Lunar New Year 2024

As we approach the Lunar New Year 2024, commencing on February 10, we transition from the Year of the Rabbit to the Year of the Dragon - a symbol of good luck, justice, prosperity, and strength. But more than just a change in the zodiac, this time marks immense cultural significance and increased global consumer consumption and engagement. Celebrated by billions, the Lunar New Year is a time for families to unite, share feasts, exchange gifts, and create lasting memories. Mobile apps also play a crucial role during this time, enriching traditions by facilitating virtual family gatherings, simplifying gift shopping, ensuring timely delivery of festive foods, and enabling people to send heartfelt greetings.

In this blog, we review mobile app trends from the Lunar New Year 2023. These insights offer a solid foundation for understanding the integral role of apps in Lunar New Year festivities and evolving consumer preferences. We also explore effective marketing strategies and innovative campaign ideas for mobile marketers to enhance their presence during this auspicious period. Whether you're launching a new app or optimizing an existing one, these insights, and strategies will help to harness the potential of the Lunar New Year, turning this festive season into a time of significant growth and engagement.

During the Lunar New Year period, app installs, sessions, and session lengths significantly increase across various app subverticals, reflecting diverse consumer behaviors during the festive season. Here are the top mobile app trends observed during the Lunar New Year 2023:

• Rise in shopping app installs: Lunar New Year celebrations led to a boost in shopping app installs. There was  10% year-over-year (YoY) growth in 2022 and a further 7% increase in 2023, highlighting a trend in consumers seeking gifts for their loved ones during this time.
• Deal discovery apps gain momentum: Deal discovery apps experienced a notable surge. The Lunar New Year of 2023 saw a 15% increase in installs compared to 2022. This upward trend was observed worldwide, with regional growth of 10% in North America on Lunar New Year's Day compared to the January average, 7% in APAC, and 4% in EMEA. The average global session length also increased from 6.31 minutes in 2022 to 6.96 minutes in 2023.

Lunar New Year celebrations present excellent opportunities for app marketers. During this time, consumers seek products and services that reflect the festival's themes of luck, prosperity, and fresh starts. By aligning strategically with these feelings, mobile app marketers can strengthen bonds with their users, thereby increasing loyalty and fostering a positive brand image. Here are five key strategies tailored to elevate your user acquisition (UA), retention, and revenue during this holiday season.

1. ​​Enhance cultural relevance: Understand and respect the nuances of various Asian communities to represent the Lunar New Year better. Combine localization, cultural awareness, and traditional motifs into a unified approach. Recognize unique celebrations and incorporate these elements into your marketing to connect authentically with the audience.
2. Diversify and integrate marketing channels: Streamline your online presence with a cohesive strategy that combines various marketing channels. Use a mix of programmatic advertising, social media platforms, and direct email campaigns. Engage your audience with culturally relevant content and consider expanding your reach through channels like WeChat for real impact in the Chinese market.
3. Festive product offerings and strategic promotions: Capitalize on the gift-giving tradition with unique Lunar New Year-themed products and promotions. Design limited-edition items that resonate with the festive spirit and offer discounts that align with the Red Envelopes tradition. Collaborate with local artists for unique and culturally relevant offerings.
4. Influencer partnerships and community engagement: Leverage influencers and user-generated content to amplify your brand's reach and authenticity. Partner with influencers who respect the Lunar New Year's cultural significance and encourage customers to share their festival experiences.
5. Early campaign planning: Start Lunar New Year marketing well in advance to stay top of mind during the prolonged holiday season. However, even last-minute strategies can be effective.

As mobile marketers continually look for new ways to captivate and engage audiences, the Lunar New Year offers a unique chance to develop culturally relevant and technologically advanced campaigns. The following examples demonstrate how brands can meld traditional celebrations with modern digital strategies to encapsulate the spirit of the Lunar New Year and connect with diverse audiences.

Coca-cola

Coca-Cola's innovative Lunar New Year 2023 campaign captured the spirit of unity and cross-generational bonds. The campaign, spanning eight Asian markets, featured a touching animated film named "Grandma's Jiaozi," which portrayed the changing Lunar New Year traditions within a family.

The campaign was enhanced by an artificial intelligence (AI) powered mobile feature and limited-edition packaging with interactive augmented reality (AR) elements, merging traditional customs with modern technology. Components like the AI-powered Magic Capturer transformed family photos into interactive, shared moments. Meanwhile, AR animations in gift packs modernized the tradition of gift-giving. This strategy bridged the generational gap, offering engaging, fun experiences that appeal to young and older audiences.