Whether you love it or hate it, the day of love can be a way to connect
Valentine’s Day is the first major consumer holiday of the year, making for
a great opportunity for organizations to share the love and capitalize on
romance-driven content marketing.
The U.S. economy loves Valentine’s Day.
National Retail Federation (NRF) reported that Valentine’s spending topped $19.7 billion in 2016, with the
average consumer spending $146.84.
Those most likely to read Valentine’s related content are women (77
percent), Generation X consumers (44 percent) and millennials (41 percent).
Additionally, consumers are 81 times more likely to search “Valentine’s Day
gifts,” making social media promotion, Google AdWords and SEO extremely
important from late December to February.
Personalization isn’t always simple for every company, but with creativity
and a close eye on budget and execution, the payoff can be huge.
Check out these three brands, which are catching consumers in cupid’s
1. M&Ms: Harness the power of personalization.
Necco Sweetheart candies, with their personalized sayings, have long served
as the classic old-school treat of Valentine’s Day, but consumers wanted
M&Ms rose to the occasion. Now you can get custom quotes, clipart or even your
sweetheart’s face printed on the bite-sized chocolate candies.
Personalized content can produce excellent audience follow through.
Examples of personalization campaigns can include tailored products, web
pages and shopping features.
2. Pillsbury: Make a love connection.
Recipe brands like Pillsbury have a more obvious tie to Valentine’s Day,
and are extremely successful with content creation relating to the holiday.
The company keep its Valentine’s Day
splash page (or “welcome screen”) constantly updated and useful.
Your organization might not be a food or recipe-related brand, but you can
still get creative and make a connection to the infectious holiday of love.
For example, if you work for a health or medicine type of brand, publish
content about healthy cookie recipes or heart-healthy diets. If you’re a
clothing or fashion brand, publish fun content about restaurant and food
outfit pairings or how consumers can pick the perfect outfit for a romantic
Valentine’s Day date.
With 200,000 Google searches for Valentine’s Day content in January, there
is no reason not to create inexpensive online content.
Ragan creates custom content, from white papers to emails to
intranets and more! Find out what our team can do for you.]
3. Overstock.com: Adapt to the current topic.
Join the conversation. Overstock.com produced a “Facts of Love” infographic detailing the origins of the holiday, including how many
pounds of candy hearts are produced each year.
The History Channel also created more of an
Produce and adapt content that’s relevant to your organization and the
current holiday. Toothpaste brands can write about whitening your teeth in
time for your Valentine’s date. Automotive companies can tell stories about
famous cars featured in romantic movies or beloved tales.
Holidays are evergreen, and content can be recycled. It’s never a bad idea
to have a relevant and current topic relating to Valentine’s Day to give
your organization an opportunity to gain your audience’s attention.
Jake Pasdach is the associate editor of The Oklahoma 100 and the
project coordinator at
JonesPR. A version of this article originally appeared on
the firm’s blog.