With the frenzy of Christmas and New Year far behind us, marketers across the land are gearing up for the next big event in the retail calendar: Valentine’s Day.
If your business doesn’t have a plan in place just yet, never fear! This article aims to provide some inspiration for your Valentine’s Day marketing, so you can share the love with your audience.
This Valentine’s Day campaign from 2020 was a lovely idea and worked on lots of levels.
The nut-butter brand hosted a three-day pop-up in London’s Shoreditch, where it ran a series of hour-long workshops. Members of the public popped along and learned how to create personalised nut butter, which could be given as a gift. They also had a poetry wall and post box for Valentine’s cards, so visitors could really get into the spirit.
We love the concept of this campaign because it allowed the public to get hands-on with Pip & Nut products while providing opportunities for the creation of user-generated content (UGC).
Consider creating experiences related to your brand this Valentine’s Day. Covid may have put the brakes on experiential pop-ups, but maybe you could invite your audience to attend an online event? Or giveaway samples to show your love?
We love this Valentine’s Day marketing campaign because it uses market research to create both media coverage and content.
In 2017, Deliveroo surveyed 2,000 Brits to learn more about their attitudes towards Valentine’s Day.
Fascinatingly, the results showed that 1 in 4 people would rather spend the day with their friends than their significant other, while 37% of couples said they’d be happy to have a third person join them for dinner.
The surprising results were shared widely in the UK press and on social media.
Research requires lead time and a good idea, but it can create headline-grabbing results. Remember that research doesn’t have to be expensive: share a Google Form and track the responses for free.
If you’re thinking about running a Valentine’s Day social media campaign to raise brand awareness, take a leaf out of The Body Shop’s book.
In 2018, The Body Shop asked fans to share a selfie on Instagram. They just needed to tag a friend and use the hashtag #SharingAKiss. Every Instagram account that used the hashtag was entered into a prize draw to win the company’s new range of lip balms, both for themselves and their ‘Galentine’.
We love the simplicity and positivity of the campaign. By celebrating female friendship, and encouraging friends to tag each other, they cleverly generated thousands of responses.
A quick and dirty Instagram competition can be simple to set up – and cheap!
Remember: be positive; focus on love; ask followers to tag a friend; use a hashtag as the entry mechanism. All you have to do is select a winner (and write some terms and conditions!).
In 2015, Starbucks teamed up with dating website Match.com to host the world’s largest coffee date.
At the time, more than 3m Match.com subscribers had listed ‘coffee and conversation’ as one of their interests, so they introduced a ‘Meet at Starbucks’ feature.
To celebrate, they invited Match.com members to visit selected Starbucks coffee shops on 13th February for a #StarbucksDate, where they could try a new menu.
Both brands received extensive press coverage and positive user-generated content.
Remember that you can blend both digital and offline tactics to gain attention and engagement.
Consider how you could get a couple into your real-world location. What experiences could you offer? How could you encourage them to share their experiences?
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You don’t have to come up with the most innovative, experiential idea to make the most of Valentine’s Day. The humble email can be the perfect medium to share a little love.
Why not send a newsletter like the one above? Featuring beautiful product photography and enticing Valentine’s Day copy, this email is playful and engaging.
Drip-feeding ideas and inspiration via the inbox can be a great way to engage your audience.
Add tips for creating a romantic meal, or share a link to a Spotify playlist. As the big day gets nearer, give a discount code to encourage a sale.
And don’t forget to appeal to the singletons in your audience. Self-care is a big theme at this time of year, so consider giving treats and offers for your whole audience.