Despite more than half of consumers feeling that Valentine’s Day is a waste of money, it has clearly not stopped Britain spending. Last year saw £313m spent on food and drink, £518m spent on gifts, and £135m spent on seasonal non-food items such as cards and wrap and this year, it’s estimated that Britain will spend £980m*.
In response to this, brands have been really pushing their Valentine’s campaigns this year with everything from emojis to fishing. Here we’ve rounded up some of the marketing highlights from premium retailers we have seen so far.
Ted Baker is well known for their creative and engaging campaigns. To celebrate Valentine’s Day this year, the retailer rolled out a quirky microsite featuring a fishing game that invites consumers to ‘hook their Sole Mate’ in order to win prizes.
Users get three plays per day, before being invited to share the campaign on social media and return the next day to try again. The campaign also adorns Ted Baker store windows in the period running up to Valentine’s Day. Check it out here.
House of Fraser
You can’t have missed House of Fraser’s not-so-subtle #emojinal takeover which was all over their social channels last week. The brand which is usually more known for their luxury-focused image hijacked trending topics such as Harry Styles’ birthday and Gigi Hadid’s night out by sharing a flurry of slightly cringe-worthy tweets and photoshopped images of celebrities filled with emojis.
While a lot of people have been slating House of Fraser’s #Emojinal campaign because it was such a stark contrast to their traditional branding, it certainly captured people’s attention.
It’s clear that House of Fraser was trying to capture a younger audience, but the campaign was criticised for alienating their existing audience as they jumped on trending topics without any real meaning or context. Interesting, as we get closer to the big day, there is no sign of the campaign on House of Fraser’s social channels.
— House of Fraser (@houseoffraser) February 1, 2016
Valentine’s Day is a key date for jewellery brands, and so it’s no surprise to see many brands upping their game before the big day.
Pandora launched their #GesturesofLove campaign by visiting three stations to surprise people with gestures of love jewellery and a morning coffees.
They have also rolled out the campaign to their social channels to drive user-generated content asked their followers to share what simple gestures make them feel loved over on Instagram, Facebook and Twitter.
Tiffany & Co
Tiffany & Co has asked its followers the age-old question, “What is love?” Their dedicated site features video interviews, a gift guide and a love generator that presents consumers with a sharable GIF to express their personal answer to the frequently pondered question. However, while the Generate Your Love GIFs initially grab your attention, they do get quite repetitive and it would have been nice to see more user-generated content seeded throughout the campaign
One tip from our MD, Rosie Freshwater, is to make sure you are not alienating some of your customer base by blanket sending Valentine’s content or only speaking about valentines on your social, as half of them could be single and really not want to be reminded of it this time of year!
*stats via Retail Gazette.