Valentine's Day marketing activations shouldn't just be a one night stand

Despite being just days away from Chinese New Year, Valentine's Day was not completely overshadowed this year by the marketing community. In fact, some brands even launched campaigns that married the two festivities together. For instance, Tinder collaborated with Fengshui astrologer Clement Lim from Kang Li Feng Shui to reveal what each Zodiac sign should look out for in 2022, along with tips inspiring each sign to embrace and awaken the “Tiger” within them, to improve their dating luck this festive season. Durex too shared which of its products you should use based on your zodiac.

As with other festive occasions, brands are going neck and neck in their marketing initiatives to capture the attention of couples who are out and about this Valentine's Day. However, louder doesn't always mean better, say marketing industry players we spoke to. In fact, if its making you cringe, then the campaign probably is trying a tad bit too hard altogether.

Jeffrey Lim, founder and managing director at 8traordinary, said that while most Valentine's Day campaigns are "flash in pan type" of executions, campaigns should be planned around building brand affinity, brand love or enhancing users’ experience instead of just trying to grab headlines will provide good ROI. 

"Valentine's Day is a good time for brands whose core value might be around love, romance or experiences to reinforce these values. So great ideas and concepts around these areas executed today can be repeated to make them a success perpetually," he added.

James Chua, founder of Germs also added that some brands might simply look at the occasion as an excuse for a tactical push – so in that way, marketing investments will be made for the occasion specifically. “Given this will be an occasion-based post, unless there is truly compelling content, most pushes will simply contributes to the occasion content clutter,” said Chua.

Shanker Joyrama, founder and CEO of Orion Digital, agreed, adding that such campaigns will only garner some form of brand awareness at best. "It's more important for a brand to tell a story based on its own brand values. That would make the message more sticky for top of mind awareness for the consumer," he said.

"To me flash in the pan activations dont work at all. You might get some form of brand awareness," he explained, but it often just ends there. 

From swiping right on a mascot to a potential meet-cute at a cafe, here are some brand campaigns the team at MARKETING-INTERACTIVE saw:

foodpanda Singapore x Tinder

Foodpanda Singapore partnered with Tinder to offer users the pau-fect Valentine's Day this year. Consumers who match with foodpanda's mascot, Pau-Pau, on Tinder, will receive an exclusive SG$5 foodpanda voucher code that can be used across all foodpanda services - including restaurant delivery, pick-up, pandamart, and foodpanda shops. This activation is valid from 14 to 28 February and the voucher is valid until 31 March 2022.

When asked why foodpanda chose to work with Tinder in particular, marketing director Laura Kantor told MARKETING-INTERACTIVE that Tinder is "the world's most popular dating app" that has been downloaded more than 500 million times and led to more than 70 billion matches. "We hope that having Pau-Pau on the Tinder app allows him to connect with as many people as possible, in turn making Valentine’s Day extra sweet with his gift of the SG$5 foodpanda voucher," she said.

Domino's Pizza Singapore

Domino's Pizza wants couples in Singapore to show their love for the brand by donning the brand's red and blue colours. Couples dressed in red and blue will be entitled to a one for one regular pizza when they dine-in at any Domino's outlets on Valentine's Day. Kym Lee, general manager of marketing, Singapore at Domino's Pizza, told MARKETING-INTERACTIVE that the brand hopes to build and strengthen affinity with its audience through this campaign, both in stores and on social media.

https://www.facebook.com/DominosSG/posts/7655035734521879

Flash Coffee X Bumble

Flash Coffee partnered with Bumble to brew up a perfect date for individuals seeking love this Valentine's Day. The coffee chain is offering Bumble users two small iced lattes for free, while stocks last, when they show their Bumble Date profile to the baristas at any of the 31 Flash Coffee stores islandwide. Additionally, Flash Coffee is doing a giveaway where fans stand a chance to win Flash Coffee and Bumble merchandise, as well as two weeks of free coffee. Fans will have to follow the brands' social media and tag someone they would like to ask out for a cup of coffee. Both the promotion and the giveaway run until 20 February. 

https://www.facebook.com/FlashCoffeeSingapore/videos/1048927975657652/

Through this partnership, Flash Coffee aims to surprise, delight and reward its existing customers and also encourage new customers to try Flash Coffee. "Most importantly, we see this partnership as a way to spread some cheer among our fanbase this Valentine’s season," Flash Coffee's spokesperson told MARKETING-INTERACTIVE.

KFC Singapore x AMOS ANANDA

KFC Singapore has embarked on yet another collaboration with home-grown fashion designer Amos Yeo. Following their National Day edition last year, the KFC and AMOS ANANDA have come together to create KFC couple tees. Fans can stand a chance to win the couple tees by ordering KFC's Turkey Baconized Zinger Couple Box Meal via KFC delivery. 

https://www.facebook.com/KFC.SG/posts/4766028620118763

Tinder Thailand

Tinder has collaborated with Central Pattana, Thailand, to launch the TinderxCentralworld campaign. Aiming to target Gen Z individuals, the collaboration will feature a Tinder Photo Booth, Tinder Photo Spot and Tinder Avenue. The Tinder Photo Booth, which is located at the Atrium Zone on the first floor of Centralworld, allows Tinder members to show their profile to access the specially designed booth and take photos. The booth will be available until 14 February. Meanwhile, users at the Photo Spot are able to scan a QR code to receive a special "Tinder Gold" deal, available until 28 February. Lastly, users can pray for love at the Trimurti Shrine and receive a free set of offerings upon showing their Tinder profile. Additionally, users are able to scan QR codes to gain member access to "Tinder Gold" at a promotional price. 

A Tinder spokesperson told MARKETING-INTERACTIVE that this was a first-of-its-kind and exclusive collaboration between both companies. This move comes after the brand launched "Tinder Explore" last year, a newly created hub within the app that hosts new and interactive wats for people to connect on Tinder. Now through this activation atCentralworld, the brand will be extending the features from "Tinder Explore' to real-life interactions, added the spokesperson.  

Sino Malls

Six Sino Malls have come together to launch "Love in the City", an initiative that gives people a chance to make a grand gesture this Valentine's Day. Jointly organised by tmtplaza, Olympian City, Citywalk, China Hong Kong City, Gold Coast Piazza and Tsim Sha Tsui Centre & Empire Centre, the initiative allows those with an important message to say to their valentine to do so on the 4,000sqm LED façade of Tsim Sha Tsui Centre & Empire Centre. 

Members of the public who are S+ REWARDS members may make a public declaration on the LED wall for free. Interested parties would have to complete an online registration, which opens to the public until 11 February, and include why they wish to publicise their message. Participants may choose from one of the five pre-set messages - "I Love You”, “Marry Me”, “Happy Valentine’s Day”, “Love You 3000” and “每天愛你多一些”.  

Related articles:
Flash Coffee and Bumble concoct perfect date to spread V'Day cheer
foodpanda SG and Tinder want you to swipe right on Pau-Pau this Valentine's Day
6 Sino Malls partner up to spread Love in the City of HK
Domino's hands treats to customers dressed in brand colours this Valentine's Day
Tinder matches CNY and Valentine's Day and gives Chinese zodiac based dating tips