February is just around the corner, which means it’s time for brands to start thinking about Valentine’s Day. As a lifestyle PR firm, every year we help our clients come up with creative, out-of-the-box ideas for the holiday. With so many brands doing the same thing, it’s essential your plan has a unique spin that stays true to your brand identity. Here are a few of our tips to have a successful Valentine’s Day PR activation.
Emphasize Experiences Where You Can
Since the COVID-19 pandemic, we’ve seen a shift in consumer spending from products to experiences. In 2024, we expect that trend to continue. Experiences, like a fancy dinner, romantic boat ride or a weekend getaway are popular Valentine’s Day gifts. Even if your business is something that sells a product, you can still take this idea and turn it into a fun Valentine’s Day promotion.
For example, think of the way someone may use your product, and form an ‘experience’ around it. Do you sell aromatherapy candles? Create a limited-edition Valentine’s Day box that promotes an ‘evening of romance’ with your candles, some dried rose petals, and a recipe card for a lobster dinner at home. Alternatively, you could partner with a skincare brand and create a ‘pamper yourself’ box, topped off with a curated Spotify playlist from your company of self-love anthems. By packaging the products through the lens of the experience, you get your audience envisioning the emotions and sensations they would feel when using them.
Community is Key
Valentine’s Day is all about connection. To capture your audience’s attention, create an engaging social media contest to get users involved with your brand. Giveaways and promotions are always popular, but for the holiday you can really get creative with it. Instead of a giveaway with one winner, you could create a limited edition of a staple product and have many winners. By getting more winners involved, you’re not only allowing for more people to form a connection with your brand, but those 100 people may then post about their special edition product and engage with each other. Community building is the most important thing on social media, so embrace it on Valentine’s Day.
Show Your Influencers Some Love
As a lifestyle PR firm, we always encourage our clients to build strong relationships with their influencers. Unlike a one-time partnership approach, strong influencer relationships lead to more posts and better quality content. As such, show some appreciation to your influencer partners with a curated gift box just for them. A cute gift could be an assortment of their favorite products of yours, partnered with a bouquet of flowers and a handwritten note thanking them for their support.
This Valentine’s Day, think outside of the box and build campaigns that will make your audience fall in love. For more Valentine’s Day PR ideas, click here.