Valentine’s Day is an important occasion for marketers. It’s one of the biggest gift-buying holidays with spending averaging over $142 per person, according to the National Retail Federation. Americans will spend a record $20 billion Valentine’s Day gifts this year, boosted by increased spending on technology gadgets, the NFR predicts.
Ninety percent of Valentine’s Day gifts are purchased within three weeks of the holiday, according to Socially Stacked. That means that marketers still have time to roll out campaigns.
For inspiration, marketers can review these ideas and examine these outstanding Valentine’s campaigns.
WestJet
Canadian airline WestJet found two men shopping for engagement rings in November and offered to send them and their sweethearts to Barbados on the condition that that WestJet would decide exactly when and where they would propose. WestJet featured their experiences in a YouTube video.
“The result was an experience the two couples will remember for the rest of their lives, and a funny, heartwarming Valentine’s Day story to share with Canadians,” said Corey Evans of WestJet in a statement.
Oreo
Marketing agency 360i produced a series of animated videos for Red Velvet Oreos. The campaign promoted the idea that the cookies have an amorous effect on people in ordinary situations, regardless of their age, personality, or relationship status. The scenes are typical, slightly awkward moments in ordinary life. With the help of Red Velvet Oreos, they become manageable and even interesting, the agency says.
Ford
To promote its 2015 Mustang, Ford invited a series of unsuspecting men on a blind date with a woman who takes them for a ride in the car. They have no idea she is a professional stunt car driver. Hidden cameras show their shocked reactions in Ford’s Mustang Speed
Dating video as she shows her driving skills in an empty parking lot.
Valentine’s Marketing Tips
In Valentine’s Day Facebook Tips for Businesses, Mike Gingerich offers ideas on how marketers can quickly roll out Valentine’s Day messages and deals on social media:
- Solve the “problem” your ideal buyer has during Valentine’s Day. Example: men usually search for fast, hassle-free gifts.
- Create a contest that awards a gift card or dinner-for-two at a restaurant.
- Launch a Valentine’s Day discount code or coupon fans can use when purchasing products.
Socially Stacked offered a slew of social marketing ideas in its infographic. These are some of the best.
- Get consumers engaged and ask them to upload photos of their homemade dinners, gifts, Valentines, etc.
- Target Valentine’s Day shoppers with holiday-themed ad copy like “Sweet talk your Valentine with…”
- Promote shipping options, such as “Guaranteed delivery by Feb. 14.”
- Change your social media cover photo to celebrate Valentine’s Day.
- Create a “Valentine” customers can share with that special someone.
- Ask audiences to finish a sentence. Example: “The best love song ever written is _____.”
- Ask fans to write love letters to your brand, telling them why they love your product or business. Retweet and share the best letters.
- Create a Valentine’s Day-themed hashtag that encourages audience participation.
Bottom Line: Valentine’s Day presents an important opportunity for B2C marketers. These tips and examples of first-class marketing campaigns can help marketers win their customers’ hearts and perhaps even prompt them to fall in love with their brands.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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