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Many brands have been quick to jump on the wagon of love and ramp up their marketing campaigns to capitalise on the £1.45 billion that Brits are predicted to spend this Valentine's Day.
But what are some of the fundamental do’s and don’ts of a Valentine’s Day marketing campaign? Libby, our Junior Content Producer Apprentice has picked some of the best and the worst valentines campaigns and has provided her thoughts below, ranking each one out of five!
Pandora
What does valentines day mean to you?
Real Couples Explain What Valentine’s Day Means to Them
For Pandoras valentines marketing campaign, genuine couples get asked a personal question of what valentines day means to them. This campaign shines a light on their customers instead of the brand’s product.
Libby’s verdict: “It’s relatable and authentic and shows that they put their customers at the heart of their values.”
Flamingo rating: 🦩🦩🦩
Fart by mail
Literally…sending a fart by mail.
Fart By Mail - Elegant Valentine's Day Perfume Ad
Based in America, it started as a joke but it soon became a real thing! For the meagre price of £6.59, you can send your significant other a fart in the mail for £6.59. Givers were able to personalise the greeting card with a message for their friend, whilst the lucky recipients could enjoy a 10-second fart smell upon opening the card.
Libby's verdict: “I found this idea quite funny but I did find the video a bit weird. I mean, nothing says true love like a little bit of gas, am I right?”
Flamingo rating: 🦩
Innocent
Personalising messages, choosing a graphic, and customising the bottle.
The well-known drink ‘Innocent’ came up with a campaign to let their customers create ‘Love Labels’ for their significant others, family members, or friends. Also allows customers to share them on social platforms which results in good brand engagement.
Libby's verdict: “Something cute and simple for Valentine! I think a customer would engage with this because it’s something that doesn’t take long to do and it’s just simply cute.”
Flamingo rating: 🦩🦩🦩🦩
The House Of Fraser (Bad)
Bombarding emojis on pictures of celebrities. They started an “emojinal” rampage on Twitter. Meaning being emotional on February the 14th. Resulting in everyone thinking that their socials were being hacked. They wanted to try something less traditional for Valentine’s Day this year in order to engage with a younger audience but they totally missed the mark.
Libby's verdict: “This sounds like a good idea but it totally came across as weird and confusing.”
Flamingo rating: 🦩🦩
Tinder and Deliveroo (Good)
Printing profiles of local single people on food delivery, Tinder had partnered up with Deliveroo for Valentine for those looking for love in lockdown.
Libby’s verdict: “Such an amazing, smart and safe way to keep safe in lockdown, I absolutely love the creativity that was put into this!”
Flamingo rating: 🦩🦩🦩🦩🦩
Overall, some campaigns were smart, cute, safe, or just simple. They didn’t overcomplicate it! On the other hand, the other campaigns were just confusing and weird - which was unnecessary! What are your thoughts on these campaigns?
Frieling like you need help with your valentines campaigns this February? We can help!
