🔎 Google - Parisian Love (2009)

Through Google searches​, we follow a person’s love story - first googling about studying abroad in France, translating “tu es très mignon”, buying chocolates, searching job offers in Paris, and finally even looking up tips for proposals and babies. A simple, yet heartwarming story.

Key Takeaways:

• Great storytelling

• Emotional appeal

• Relatable to a broad audience by not showing the character (people can imagine it themselves)

💌 Airbnb - Stay in Juliet’s House (2020)

Airbnb hosted a competition where participants could win a night at Juliet’s house in Verona by writing a love letter​​ about their relationship.

Key Takeaways:

• Exclusive prize as incentive

• Leveraging cultural relevance of Romeo & Juliet

• Originality of the competition, making people more invested in the brand, too

🏝️ Cadbury 5 Star - Valentine’s Day Alibi (2022)

For those avoiding Valentine’s, Cadbury was the saviour in need. By buying their candy bar and scanning the code, participants could win a retreat to a remote island named “My Cousin’s Wedding”. ​​That way, if people asked what your Valentine’s plans were, you had the perfect excuse as to where you were going - without lying!

Key Takeaways:

• Standing out with a different perspective: anti-Valentine sentiment

• Humour

• Competitions drive sales

🍫 Toblerone - The Love Insurance (2023)

Wondering whether you should buy a Valentine’s gift? Toblerone came up with the perfect solution: buy their Valentine chocolate for your love​​, and if the relationship doesn’t work out, you can register your purchase and receive an online voucher instead!

Key Takeaways:

• Playfulness about insecurities in modern dating life

• Funny & relatable copy makes shareable content

• People feel like they can do no wrong by buying the product

⬇️​ Valentine’s Day Marketing Nowadays

In the 21st century, Valentine’s Day has become more nuanced: gift-giving habits now reflect modern themes.

• Anti-Valentine sentiment: traditional Valentine’s gifts & campaigns remain popular, but some have started to see them as kitschy or outdated

• Anti-consumerism: the hospitality industry now doubles down on Valentine’s campaigns as people prefer gifting each other experiences over material presents

• Self-love: campaigns don’t solely focus on romantic love, self-love and platonic love (like for “Galentine’s”) are popular too

Tips for Valentine’s Themed Content:

• Be authentic & true to your branding

• Use Valentine-themed content to drive awareness

• Shape your own narrative: how do you connect to Valentine’s?

• Have fun with it!

We might be called WE LIKE YOU, but today (and every day), remember: we love you! ​​​​😉​ Happy Valentine’s!​​​​❤️‍🔥​