Valentine’s Day marketing can be difficult for content creators and marketing companies alike. How can you tap your marketing arsenal into a holiday where the message is all about love? The most successful Valentine’s Day marketing campaigns utilize the “human factor,” connecting with their audience and establishing trust. Building a relationship with potential customers is the best way to go about Valentine’s Day marketing.
However, it’s easy to strike a false note when attempting to create efficacious Valentine’s Day marketing ideas. How do marketers seem genuine when creating their marketing campaigns? We’re going to look at several Valentine’s day marketing campaigns that hit the mark and analyze why they worked for their respective companies.
With an average spend of $142.31 per person, and nine out of 10 people buying a gift for their partner, Valentine’s Day is a big retail holiday. While certainly not in the same league as the winter retail season, over $18.9 billion is spent on Valentine’s Day, more money than Easter or the Super Bowl, and in the same league as Mother’s Day. Let’s take a deeper look into how you can capture a share of that spend with a successful Valentine’ Day marketing campaign.
WestJet Proposal Campaign
The #WestJetLove Valentine’s Day commercial was an exceedingly popular campaign in 2015 with over 1.2 million views, detailing two couples’ surprise proposals on Barbados. Canadian airline WestJet flew two couples out to Barbados with the catch that the men had to propose when WestJet asked them. This situation results in a tear-jerking, beautiful video of two couples’ love stories, watching love come to life on screen. With just the right degree of awkwardness, the video strikes a personal tone, brings the love element of Valentine’s Day, and gives you access into the couples’ lives.
As a Valentine’s Day marketing campaign, #WestJetLove succeeds because it focuses on building a relationship with its customers. The ad isn’t describing how wonderful WestJet’s services are, but rather is a funny and sincere love story—a unique take on proposals that succeeds in showing the quirkiness of the company. Both JP and Stephanie’s and Mike and Heather’s love stories are relatable to the audience, but it’s the fun tone of the videos, complete with anticipatory music each time the host shows up—that push this campaign over the top.
Try using personal techniques in crafting your own Valentine’s Day marketing ideas. How does your company or product appeal to your customers? Your Valentine’s Day advertising doesn’t have to correlate to your business—as long you’re connecting with your clients and driving traffic (and positive reception) to your site.
Cartier- The Proposal
Cartier’s “The Proposal” advertisement from 2015 is in some ways more insidious than WestJet’s—but tells a beautiful story in the process. Cartier lures you in with a touching three-part love story, telling simultaneous tales of Valentine’s romance (and struggle) between couples. The three couples in Paris are all slightly different ages, but the men’s aims are similar—to proclaim their love for the women in their lives.
The first, set in the Rodin Museum, tells a story of a man sending his wife on a scavenger hunt to find him until she finds the jewelry box (from Cartier) and he proposes. The second is set in the airport, as the wife is going away on a trip for six months. Her husband deftly removes her passport and re-proposes to her with a new ring (from Cartier). The last is set as a man and woman are separated by an elevator, and he desperately runs up the stairs, catching her as the doors open each time, making pleas that he cares for her. Eventually, he proposes—while she’s still stuck in the elevator.
These intertwining stories of love in the City of Lights follow established rules of a Valentine’s Day marketing campaign. While enhanced by fantastic acting and a great storyline, the primary aim and focus of the advertisement are the Cartier rings. These gorgeous, diamond-studded rings make the audience want Cartier, associating love with the Cartier brand. That red box is instantly associated with love. Cartier has set up a world through these three stories, and at least eight million people have watched. Creating a successful Valentine’s day marketing campaign means associating your product with love, romance, and engagement. Cartier has done this—and you can do it too.
Netflix Binge for Love
Netflix’s 500 Hours Binge for Love video from 2016’s Valentine’s Day campaign capitalizes on Netflix’s successes in reaching out to its customers. The idea of “bingeing” a television show—watching a whole series quickly and viewing many episodes back-to-back– has grown familiar with the streaming service’s growing triumphs in the video space. This advertisement takes that concept and connects it to a blossoming love connection.
The man in the ad, after falling for the young woman shown at the beginning of the commercial, immediately watches all the available series of the Netflix original Orange is the New Black. It takes over his life for the span of the advertisement—he wants to impress the young woman. He is “bingeing for love.” The commercial cuts the tension when she hasn’t watched the season three finale with a singing group reprising the modified I Would Watch 500 Hours to them.
This advertisement succeeds on multiple levels. It capitalizes on Netflix’s new cultural cache and the concept of bingeing television shows. It also modifies an existing popular song for its purposes—successfully (unlike many commercial jingles), and it leaves the audience hanging. We don’t know if this couple will succeed, but the man has gone to absurd lengths to like her interests—and many in the audience can relate. We’ve all be in the situation where we’ve pretending to have an interest or like something as a conversational piece—and it works well here.
What are your company’s strengths? Netflix has unique advantages in the cultural cache that they can incorporate into a Valentine’s Day marketing campaign, but it’s about founding your company or product’s individual assets—and utilizing them. Use popular culture to your advantage—tap into ideas and concepts that appeal to your target audience (your buyer personas)—and you’ll come up with great Valentine’s Day marketing ideas.
If you need some help creating Valentine’s Day marketing campaigns that will hit the mark, talk to the marketing experts at Leverage Marketing. Contact us today, and we’ll assist you in crafting a Valentine’s Day campaign of your dreams. Our team can help you understand the sophisticated new marketing technologies on the market and how they can work for your business.