With Valentine's Day just around the corner, our hearts are fluttering. And we're all for jumping on the V-Day marketing bandwagon, but it must be with purpose. Don't just sprinkle your social media with red hearts and send chocolates to every business on the street for the sake of it. Think about who you want to reach, and the best way to their hearts.
With a few days to spare to get your Valentine's campaigns (and gifts - we like wine) in order, we thought we'd reminisce on the best campaigns to pull at our heartstrings in 2017 to get your creative juices flowing.
1. Air New Zealand - Are you #goingthedistance this Valentine's Day?
Air New Zealand hit us right in the feels last year. The one-minute video showcased people all around the world being reunited with different types of love, from a man on a fishing charter sending a radio message to a loved one, to a father meeting his newborn baby for the first time. Before too long, the post was flooded with comments from parents, partners, friends and siblings, sharing who they were #goingthedistance for.
The campaign not only made us shed a happy tear or two but hit the mark in terms of marketing. It was personal and emotive and invited us to reach out to our loved ones. Even if that just meant picking up the phones, one day we are going to want to visit our cousins, parents, friends, partners, children - and guess who will be on our minds when we need to get there?
2. Snickers - You're forgetful when you're hungry
The world isn't a stranger to Snickers' "You're not you when you're hungry" campaign, and their V-Day campaign so effortlessly collated with this. This line was spun into "You're forgetful when you're hungry" and was printed onto a billboard at London's Waterloo Station. The white lettering of "Forgetful" was created with Valentine's Day cards that busy Londoner's could easily peel off and share with their loved ones.
This wasn't just another Valentine's Day campaign done for the sake of the consumerist affair. It was well-thought out, planned and executed, keeping in line with Snickers' traditional branding and message. All importantly, it got people talking, sharing across social media and placing Snickers' at the forefront of everyone's mind.
3. L'Oreal Paris - Send a Kiss Snapchat Filter
L'Oréal encouraged Snapchat users last year to send a kiss to their friends on Valentine's Day while wearing one of the many bright colours of their Infallible lipstick range. The animated lens was not only appropriately themed for Valentine's Day but also in line with their brand, promoting engagement and subsequent sharing. Loved the filter? Buy the lipstick. Simple yet effective.
Too busy choosing the perfect gift for us that you forgot to plan a V-Day campaign this year? Don't stress - we create campaigns for any occasion. Call us on 5975 3742 and drop us a virtual heart-shaped card at firstname.lastname@example.org.