Valentine’s Day 2020: 5 Ways Brands Have Spread the Love to Customers
Love is in the air!
Valentine’s Day, which seems to either be everybody’s favorite or least favorite holiday, is quickly approaching us. Regardless of how you feel about it, there’s no denying that the romance-filled holiday can be rewarding for sweethearts and spouses, for family members and friends, and, most of all, for brands.
According to the National Retail Federation’s Valentine’s Day Data Center, total expected spending for Valentine’s Day 2020 is $27.4 billion nationwide. That’s a significant amount of money, and for brands, that’s an opportunity to capitalize on. In the past, brands have shared the love in various clever ways, including Valentine’s Day themed products, promotions, contests, and events. Recently, they’ve also been implementing more user-generated content (UGC) tactics than ever, which is a great way to create buzz surrounding their organization.
Brands have also been more diverse in the categories of people to which they market these products, promotions, contests, and events. Instead of creating campaigns directed toward couples (the most obvious group), they are expanding to include campaigns directed at singles, friends, family members, and so on. Brands are realizing that everybody celebrates the holiday differently and that maybe it’s not just meant for traditional couples.
Now for some examples. Below is a list of some creative Valentine’s Day campaigns that brands have used in the past. Maybe you’ve even participated in one of them!
For Couples: Hallmark’s “Missed Moments”
From cards to candles to stuffed animals, Hallmark has always greatly profited from Valentine’s Day. However, last year, the company created a campaign that focused on others profiting from it too. It expanded its Paper Wonder pop-up card line and created a contest for couples to enter. This contest allowed couples to submit a moment from their relationship that they felt could use a redo. Winners received a free weekend getaway and a personalized pop-up card that resembles the memory, all in an effort to rekindle love and re-do a special moment gone awry. Awww.
For Friends: The Body Shop’s Galentine’s Day Kiss Contest
NBC’s Park and Recreation introduced us to “Galentine’s Day”, which is celebrated on February 13th. Women across the country have taken this opportunity to honor their lady friends. Many brands have hopped right on it as well, especially those whose target markets consist mostly of women. The Body Shop created an Instagram contest that required followers to send pictures of themselves blowing kisses to their girl friends (and tagging them) in order to win a package of free Lip Juicer products. This campaign helped ladies everywhere celebrate their friendships, and helped the company rack up some UGC. A win-win.
For Those in Need: #QDOBAFORAKISS
Qdoba Mexican Eats has been offering its “Qdoba for a Kiss” promotion for nearly a decade. This promotion includes a BOGO burrito deal for anyone who shares a kiss with somebody or something in the restaurant on Valentine’s Day. Another part of this promotion is, during the entire week leading up to the holiday, Qdoba offers an opportunity for customers to donate to No Kid Hungry, a nonprofit organization with a mission to end childhood hunger. Qdoba also donates $1 for every Facebook, Instagram, or Twitter post containing #QDOBAFORAKISS. What a great opportunity to spread the love to those who need it most!
For Singles: Potbelly Sandwich Shop’s “Singles Sanctuary”
Last year, Potbelly Sandwich Shop offered free limited-time red velvet cookies to any customer that ordered an entree without a significant other. The promotion was meant to help people celebrate being single. The sandwich shop also promised single guests a playlist that didn’t include any sappy love songs and deemed the restaurant a “singles sanctuary”, free of judgment.
For Singles Seeking Revenge: El Paso Zoo’s “Quit Bugging Me!” Event
This one’s my personal favorite. Last year, the El Paso Zoo started a Valentine’s Day event meant for those who may still need some closure: the opportunity to name a cockroach after your ex and watch it be fed to a meerkat. Participants sent a submission to the zoo containing the name of their ex, then were able to watch a live stream as it was fed to the animal. This year, the “Quit Bugging Me!” event will last three days instead of just one, and cockroaches will be fed to a variety of animals instead of just meerkats. Romantic? No. Genius? Yes.
So, no matter who you are or how you celebrate, there’s some Valentine’s Day fun out there for you. Grab some cookies, donate to charity, name a cockroach—whatever your heart desires. XOXO.
About Kendall:
Kendall Lemmen is a junior at Grand Valley State University studying advertising and public relations with minors in writing and Spanish. She is a member of PRSSA and an Account Associate for GrandPR. She also currently works as an Event Assistant at Terra Square. In her free time, Kendall enjoys reading, baking, and spending time with friends and family.