Valentine’s Day is a holiday beloved by few. For many of us, it’s little more than a cynical stopping gap between Christmas and Easter to claw at our pockets. There appears to be a disconnect, however, between how much we care about Valentine’s Day and how much we’re spending on it.
Consumer spending for Valentine's Day is anticipated to reach $14.2 billion in 2024 according to the National Retail Federation but the affection individuals and brands alike are showing towards this heartfelt holiday seem to be dwindling.
A surprising revelation from a study commissioned by ecommerce marketing firm Omnisend, indicates that a mere 22% of brands engaged in Valentine's Day marketing campaigns in 2023. 90% of companies chose not to communicate with their customers on February 14th, either, leaving a significant amount of consumer affection unreciprocated.
Embracing Romance
For brands looking to buck the trend and embrace the Valentine's spirit, there are several ways to make their card day campaigns more effective.
Staying true to the brand is crucial – Rather than forcing trite and clichéd love-themed messages, companies should acknowledge that Valentine's gifts aren't just for romantic partners.
Acknowledging singles – The success of “Singles Day” in Asia has proven that there’s wisdom in opening the holiday to those purchasing gifts for friends, pets, or even themselves.
Personalisation is key – Understanding customer preferences can lead to more relevant and appealing offers, ultimately driving sales, and fostering a deeper connection with the consumer base.
The Exceptions to the Rule
While the current data and general social media sentiment certainly suggests a cooling interest in Valentine's Day as a marketing opportunity, the potential for brands willing to invest in genuine, heartfelt campaigns is still very much there. To underline this, I’ve picked out a few of the Valentine’s Day campaigns this year (though it really was slim pickings) that prove there are at least a handful of brands out there still doing it right.
Cadbury
By partnering with the film director Zoya Akhtar, Cadbury India has introduced a User-Generated Content campaign that creates unique, personalised love stories for couples using the power of generative AI. Customers can scan a QR code on special edition chocolate packs, leading them to a website where they answer questions about their love lives. These answers are used to create a unique animated love story featuring the couple with the help of AI. The most compelling stories will be compiled into an anthology and showcased on the streaming platform Disney+, offering couples a chance to see their love story immortalized and shared with a wider audience.
Sweethearts Candies
Sweethearts Candies have presented their iconic heart-shaped sweets that are blurred, with factory errors intentionally difficult to read… just like some relationships (or situationships) of Generation Z. Evan Brock, Vice President of Marketing at Spangler, commented on this initiative in a recent press release: "Singles are taking 'situation-ships' to the next level this year, and Sweethearts is here for them. The print on the candies is not always perfect. This is our way of embracing those imperfections to engage with pop culture." But did this sudden change of target work? The answer is undoubtedly a firm yep! The limited-edition boxes, available since the morning of January 8th, are already sold out on the company's website.
Pizza Hut
Relationships may start with pizza, but They can end with pizza too. This might be one of the most “reality check” Valentine’s Day ads 2024, but here we are. Pizza Hut is offering “goodbye pies” in Miami, Chicago and New York. The promise? Pizza Hut delivers the pizza to a person you want to break up with for free. While there’s only one positive here. Pizza is free. The negatives on behalf of your soon-to-be ex include crying, miscommunication-induced breakdown, and seeking closure. That’s definitely a crazily creative campaign and an absolutely outrageous way to end the relationship.
KFC
KFC Thailand has announced ahead of the big date for lovers, that it’s going to give a gift of “Fried Chicken Rings” to 11 lucky couples. The brand then asked users to submit their love stories on social media for a chance to win the accessory. The twist? The company says that the rings are” each crafted with love and infused with the essence of KFC’s legendary fried chicken.” It adds: “This unique collaboration transforms KFC’s iconic crispy fried chicken into real gems through a virtual scientific process, simulating the natural gem formation process under extreme heat of 1,800 degrees and 11 hours of pressure.” How romantic, eh?
