Enjoy, flowers, chocolate, bla bla bla…
Where are the marketing and advertising results?!
Okay, probably not what your Valentine’s date loves you about. But if you’re a marketer, you might be interested in blending the most lovey-dovey of times with your marketing. But how?
Well, these companies have figured out some creative methods to leverage the warm plus fuzzies (or unadulterated trend and crushing loneliness… whatever) that Valentine’s Day instills that individuals.
If you don’t have a marketing campaign planned for the 14th, maybe a few of these will inspire you to get involved on some last-minute Valentine’s Day action.
9 Effective Valentine’s Marketing Campaigns
1 . Criminal & Marker’s “OnlyCans” Site
In 2020, many online threads and message boards had been discussing the controversial site “OnlyFans. ” This platform invites users to purchase videos or images from individuals or influencers with profiles on the site.
Fast-forward to 2021, Crook & Marker is embracing the OnlyFans controversy with relatively PG marketing content.
The cheeky holiday campaign, which aims to earn donations regarding Muddy Paws Rescue, started with the brand launching the co-branded website called OnlyCans. dog.
When visiting the “OnlyCans” website, a person instantly see videos plus images of shirtless men holding cute puppies. You may also browse the profiles or each man-puppy duo.
From each profile page, you can then pick and share a pre-recorded video information or photo of them having a friend or loved one.
For every visitor who gives a video or photo message, Crook and Marker pledges to donate $1. Aside from the funny profiles, videos, photograph messages from shirtless men, the site also features subtle ads for Crook and Marker products — because seen in the GIF above.
This is a great example of a co-marketing campaign that will leverages edginess and present trends to create a campaign that catches your eye plus makes you laugh. Although Criminal and Marker are only subtly mentioned on the website, users realize that they created it which the campaign is for an excellent cause.
While this campaign isn’t specifically about advertising a brand, it’s fun and exclusive — which might enable buyers to remember Crook & Marker next time they’re looking for a Spiked Seltzer product.
2 . Ranch Dressing’s Customized Bottle
Nothing says Valentine’s Day like providing someone a bottle associated with — Ranch Dressing?
Within 2021, while flower businesses and B2C brands were highlighting the romantic presents partners could give to each other, Hidden Valley took the funny approach to this strategy simply by offering audiences customized Valentines day Day-themed bottles of Ranch salad dressing.
While this seems like an odd present to some, Hidden Valley knows that they have fans out there that just love to cover every thing they eat with Ranch dressing. To those audiences, this particular gift is funny, customized, and potentially useful.
3. Deliveroo’s “Third-Wheel Kevin”
Many people have identified as a “third-wheel, ” or the only single person hanging out with one or more couples. And, many of these individuals know how awkward or uncomfortable couple’s holidays, like Valentine’s, can be.
That’s why Deliveroo’s 2020 Valentine’s Day ad told the storyplot of a third-wheel named Kevin, rather than a romantic couples’ narrative.
The commercial, which is filmed to look like a documentary, comes after the life of Kevin — an incredibly single man who’s always surrounded by couples. As the ad goes on, this tackles the strange, awkward, and completely untrue ideas that single people may wrongly think about themselves.
The narrator, who is seen throughout the commercial, explains, “Being a single doesn’t simply effect Kevin when he is at home. Many life-affirming activities are impossible alone. — It can be tiring being this particular lonely. He’s just a hollowed out shell. ”
As the narrator dramatically describes the slight inconveniences of being single in the comedic and light-hearted way, Kevin’s seen playing uninteresting single-person sports and posing in a two-person photo endure. As Kevin is seen carrying out these daily-life activities by itself, the narrator and his partner are also shown playing team sports together and experiencing each other’s company
After the narrator is done explaining exactly how boring the single a lot more, he adds, “Deliveroo can assist you give the third-wheel in your life several love. ”
If you’re single person, the commercial is incredibly hilarious because it reminds a person of all the strange, over-dramatic remarks less-single people make. Meanwhile, if you aren’t single, a person reflect on the times you were solitary and thought about the same awkward thoughts.
Because viewers might relate or laugh at the sarcasm of this ad, it might be more memorable for them. Because of this, they might think of Deliveroo next time they’re ordering the Valentine’s Day meal for themselves or “third-wheeeling” friends.
4. Twitter’s Offline Campaign
Truth be told, one of Twitter’s great Valentine’s campaigns was actually not really launched online.
In 2020, Twitter launched billboard ads around Valentine’s Day that just showed users’ incredibly cynical tweets about love and dating.
For example , in the image below, one tweet reads “Yo, I’m really awkward. Good luck to whoever is all about to date me, ” whilst another reads, “My husband said we had too much mozzarella cheese in the fridge, so i need to find a new spouse. ”
In this funny campaign, Twitter highlights the tweets of real users that have leveraged the platform to share their ideas around Valentine’s Day. While others are zoned in on promoting ideal images of love and relationships, Tweets promotes relatable content from the actual users.
“The marketing campaign not only feels authentic, but it reminds you that Tweets is a place to share your thoughts freely without judgement — even if they aren’t generally pretty, ” says Pam Bump, HubSpot Blog Market Growth Manager.
5. 1-800 Flowers’ Cupid Commercial
In 2019, 1-800 Flowers launched a commercial where Cupid shared his grievances showing how the bouquet company put him out of a job.
Within the ad, which features a shirtless Cupid in his costume near phones that are no longer ringing, Cupid yells “Ever considering that 1-800 Flowers, I’ve been away from a job! ” He provides, “People no longer need Cupid to express their love. Today all they need is 1-800 Flowers. ”
As Cupid continues to make a complaint about 1-800 Flowers’ quality bouquet products, the video shows screenshots of the brand’s internet site and all the pretty plants it has to offer.
Because occur to be thrown into the scene associated with seeing Cupid as an upset, disgruntled grown man, the ad instantly grabs your own attention. Then, as Cupid complains about how his competition is one-upping him, this individual also highlights how 1-800 Flowers is also better than competitors that also sell passionate products because they provide quick and painless scheduled delivery.
This ad is a good example of how a brand can playfully leverage their competitors, and tell a fictional story, that highlights what makes their particular product different.
6. Frankie & Benny’s “Lady & the Tramp” Instagram Blog post
In 2019, the Italian restaurant chain Frankie & Benny’s referenced romantic moments from notable films such as “Lady and the Tramp. ”
In a cute Instagram blog post, two real dogs are seen on a classy date with Frankie & Benny’s keeping the same strand of pasta in their mouths. This mimics a class scene from Lady and the Tramp exactly where two dogs kiss after accidentally eating the same strand of pasta.
The carousel post then highlights actual photos from iconic movies like, “When Harry Fulfilled Sally. ” In the post’s caption, it encourages Instagram audiences to guess which movies are being referenced.
View this post on Instagram
Delighted Valentine’s Day 💝 Are you able to name the films that will inspired our 4 romantic movie recreations? 🎬🎞 Comment below! #FrankiesFilms #ValentinesAtFrankies
While the real dog’s mimicking Lady and the Tramp grabbed attention, especially through the animal lovers on Instagram, this post’s caption along with other photos encourages audiences in order to interact with the brand simply by guessing which movies are now being referenced.
This is both a fun way to boost brand attention, and leverage the holiday to achieve engagement on social media.
7. Panera’s Engagement Offer
Within 2018, Panera tweeted that will customers who got engaged in one of their restaurants on Valentine’s Day could win free of charge wedding catering from the string.
The tweet included a short and simple movie which announced the advertising and showed two Panera employees cheering, as if they were witnessing a proposal.
Love is within the air. This Valentine’s Time, get engaged at a Panera and we might cater your wedding, for free. #PaneraProposalSweeps https://t.co/mpL5VbjSOd pic. twitter. com/VPRzu0QLNd
— Panera Bread (@panerabread) February 9, 2018
This is a fast and sweet way to leverage the holiday and social media to achieve foot traffic into a bodily business. Although Panera is a giant corporation, this strategy strategy is so simple that smaller businesses could produce something similar with a twitter update, short video, and offer that drives foot traffic.
eight. Facebook Messenger Heart Function
Just before Valentine’s Day in 2018, Facebook Messenger’s Twitter declared that if you shared that you had been “In a Relationship” with a friend you were messaging, celebratory hearts would rain straight down in your Messenger thread with that person.
It’s not official until that it is #FacebookOfficial. Update your connection status on Facebook and shower bae with ❤️❤️❤️on Messenger. Also customize your chat emoji, color and much more! pic. twitter. com/P6oy35fHmp
— Messenger (@messenger) February 13, 2018
Although your small business probably can’t add a major feature to their product simply because of a holiday, this is a good example of how you can theme something associated with your product, such as your site, around a holiday temporarily.
Another thing that’s interesting relating to this campaign is that Facebook is using a competing social system, Twitter, to announce this new feature. This somewhat undermines Twitter, which also allows direct messaging but with less interactive features.
nine. “Adults Meal” – White castle
While Burger King’s “Adults Meal” campaign is one of the earliest on this list, it’s nevertheless a classic that marketers talk about today.
Burger King has always been simply no stranger to poking enjoyable at its biggest rival, McDonalds. This was no different on Valentine’s Day 2017 if they offered an “Adult Meal” alternative with a similar box shape to McDonalds’ kids’ meal.
In the ad for the meal, Burger King explains that Kids’ Meals are for kids. But , on the night of Valentine’s Day, Burger King customers can buy a grown-up meal with an “adult toy. ”
This campaign is pretty cheeky. However , it’s on edge mission and subtle responses about its competitor’s item make it memorable and humorous.
Honorable Mention: Suit. com’s “Match Made in Hell” campaign.
Technically, this campaign wasn’t created for Valentine’s Day particularly. But , many of our marketers believed it had all the ideal elements of a great Valentine’s Day strategy. Because of this, we wouldn’t become surprised if it sees a lot of circulation in February.
In the commercial, directed by actor Ryan Reynolds, Satan sits within Hell using Match’s application when he sees your dog is matched with a woman called 2020. When he fulfills up with her on Earth, he nervously says “Hi 2-0-2-0. ” She replies, “Please, call me 2020” — pronouncing it like the yr.
As the commercial proceeds, 2020’s character appears to be the epitome of everything that happened in 2020.
For example , which released in December, shows Satan and 2020 causing mischief, robbing toilet paper from store shelves, having a picnic inn empty stadiums, and eventually posing for a selfie in front of a dumpster fire.
The particular couple frolics to the familiar sounds of Taylor Swift’s hit song, “Love Tale. ” which also sets off a sense of rom-com nostalgia with regard to millennials.
On the same day of this ad’s release, Match and Reynolds also shared another industrial showing the pair explaining how they met in couple’s counseling.
In this video, Satan explains how he discovered 2020 on Match:
“I started by using the Match custom search filter. I strained out joy, happiness, lavatory paper, and reason, inch Satan says in the video below:
Although this didn’t launch within February, it was a very smart newsjacking example that many of our marketers say they loved when they were asked to talk about their favorite Valentine’s campaigns.
While 2020 was a difficult season for many, Match and Reynolds identified a tasteful way to make content that audiences can relate to. At the same time, they still told an epic, hilarious love story with a pleasurable, entertaining tone. Although they discussed a truly terrible year, they will did so in a way that seemed escapism for the viewer.
Valentine’s Day Campaign Takeaways
As you produce and launch Valentine’s Day advertisments, take note of these strategies many of the brands above used:
- Grab your audience’s attention: Like with any vacation, marketers around the globe are churning out content around it. To compete with this excessively saturated Valentine’s Day ad panorama, you’ll need to grab and keep your own viewer’s attention with enjoyable elements or valuable info.
- Be relatable: Around this time of year, many people are inundated with high-budget Valentine’s Day ads that offer them no useful information or even value. Even if you want to inform a mushy romance-fueled like story with your content, make certain it still feels relatable or authentic. To do this, you are able to leverage tactics like telling a story your audience can relate to, or leveraging user-generated content from your followers — like Twitter has.
- Test out different platforms: While some companies with this list took to Instagram, others embraced physical campaign strategies like special products or billboard use.
Editor’s Note: This blog post has been originally published in Feb. 2013, but was updated intended for comprehensiveness on January 30, 2020.