Valentine’s Day is more than just a holiday for flower shops and candy brands. This year, marketers got creative with the holiday, offering content and tips to make the day special for fans. What was the biggest trend? Using personalized content to offer sweet surprises to fans and the special people in their lives.
Brands used Valentine’s Day-themed content in three ways:
- Personalized Content: Brands who went beyond a simple tweet or post resonated well with fans, with many brands tapping into their consumers needs for the day to create custom content that drove extra shares and buzz.
- Humor: With so many people talking romance on Valentine’s Day, brands used humor and light-hearted messages to appeal to Millennial consumers, offering a unique perspective for those who may be sick of friends’ bouquet uploads in their timelines.
- Nostalgia: Nostalgia for childhood Valentines was a big winner this year, with many brands opting for candy grams and secret crushes as a way to drive shares.
Here are five brands that got creative with content this year.
Ikea Australia took a clever approach, and offered a humorous (but totally legit) coupon for one of their baby cribs. The catch? It was only valid for babies born nine months from Valentine’s Day. Despite being a traditional print coupon, Ikea proved that even a sales tactic can become great content that gets people buzzing in social.
360i client Oreo tapped into fans’ sense of fun with personalized Oreo cookies inspired by candy conversation hearts. On Facebook, fans could share different cookies with phrases like ‘Be Mine’ written in the crème on each other’s timelines. On Twitter, the brand played Cupid, taking fans’ tweets tagged #OreoCupid and creating a personalized Oreo crème ‘candy gram’ for the special people in their lives.
NBC’s Parks and Recreation used humor to create a gallery of custom cards, featuring characters from the show and humorous quotes. Among the most popular was a special “Galentine’s Card” referencing a holiday that character Leslie Knope invented for “lady friends” to have friend dates on the 13th.
Coca-Cola also took the route of offering personalized Valentine’s cards for fans, tapping into the insight that a special delivery of Coke could outdo flowers and chocolates any day. Fans could leave a Facebook comment with “the most randomly romantic way you want a Coke delivered” and an artist would hand a light-hearted and completely custom Valentine for them. Above, one fan got “A Coke being delivered in the side car of a motorcycle with my westie driving it with his helmet on jamming to a country legend” while another got “A Coke delivered by an alpaca wearing a tuxedo knocking on the door whilst holding a bouquet of roses.”
360i client USA Network tapped into its popular show “Suits” to deliver personalized Valentines from the cast of the show and gear fans up for the new episode of the show airing later that night (dubbed #SuitsDay). Fans could tweet their favorite characters with #SuitsValentine to receive an image with a personalized Valentine in the style of the character.
Tapping into popular holidays can lend brands relevancy in the eyes of consumers; however, as more brands compete for attention during holidays and other big events, marketers will need to carve out unique role in the conversations based on their brand equity, such as Ikea finding the humor in an otherwise romantic holiday. It’s also important to improvise around planned content, and listen to consumers’ conversations to tailor content based on what matters to them.