So, what is Valentine’s Day? Well it’s an excuse to get sentimental with a loved one, but do we need all the stuff that goes with it? The teddy bears, chocolate and over the top cards?
Putting aside the sustainable aspect on that, what brands are trying to market is essentially all unessential stuff. But, how do brands reach and most importantly engage with us on a competitive, marketing fuelled sales day?
Well, we have put together a list of our top three Valentine’s Day campaigns and why we think they got us falling in love with them:
- Wilkinson Sword: Smooth Valentine’s Day – an oldie but a goodie. It definitely has the shareable factor and make us all go “aww!”
- Greggs: Candlelit Dinner- offering a comedic aspect to customers. A bake way to anyone’s heart!
Greggs offers sit-down candle-lit dinners for Valentine’s Day
- EasyJet: #LoveSickSonnets – making a usual trip somewhat special, making you feel a part of something new and different. A very social media friendly way to share the news and publicise your company.
By looking at the different campaigns, it’s clear to see there isn’t a ‘one-way fits all’, with each campaign exercising a different approach, from advertisement to an interruption to a social norm.
It’s not a hidden secret or major surprise that Valentine’s Day is primarily targeted towards the younger age groups, and lo and behold in 2020 millennials are predicted to be the highest spending generation this Valentine’s Day. But, this doesn’t necessarily mean expensive one-off gifts will be bought. The behaviour of consumers is constantly changing and in 2018, according to a Mintel report, 32% of Valentine’s Day spend went on experiences, up from 18% the year before.
A generation who has grown up with social media and who are constantly exposed to online brand activity, means it will take a lot more than a styled Instagram post to encourage or influence behaviour; more consideration is taken when choosing to interact with a brand.
Likewise, trends such as ‘Galentine’s Day’ on 13th February is only growing in popularity, showcasing how the traditional form of Valentine’s Day is expanding to celebrate love for all and not just your partner.
Therefore, the way in which brands try and work their Valentine’s Day magic and promote their product or event comes off the back of knowing your customer and their behaviour; knowing what they like, what they find important and how they communicate. You can then identify strategies that what will encourage a reaction and provide engagement.
An example most recently showcasing how marketing shouldn’t be done, is from a luxury car brand suggesting we should buy a car because it’s Valentine’s Day… I’m sorry brands, but a quick text alert with a sales promotion just isn’t the way to people’s hearts anymore.