Adorable Valentine’s Day Digital Media Brand Campaigns that won our Hearts
Editor | 10-02-2017
Journal Social Media
During Valentine’s week, more brands are now trying to lure customers into a bond of love with them, even if they do not sell Valentine’s Day related products. It is now a custom for many brands to play cupid by injecting some love into their marketing campaigns leading up to February 14th. We look at 5 examples of brands seeking to help their customers fall in love with their loved ones, as well as with the brands, through digital media marketing campaigns.
#O2Tweetheart Twitter Contest
In 2013, Telecommunications firm O2 hosted a Twitter competition in the UK where they asked people to tweet their Valentine’s Day messages to their loved ones using the hashtag #O2Tweetheart. These tweets of love were broadcasted on screens in stores across the country – taking online conversations into the real world. One lucky tweet selected at random won a £500 bag of vouchers for Malmaison Hotels, so a couple could arrange a romantic getaway. Also, 20 selected tweets received £50 vouchers.
Flipkart Gif Delivery Microsite Campaign
In 2016, one of India’s largest e-commerce company took to the business of delivering gifs. The brand built a microsite housing 50 gifs for different kinds of love, and you can choose any and send it to the person it reminds you of. There are adorable gifs capturing the little moments of love in our everyday lives, and there’s one for everyone – families, spouses, lovers, BFFs, pet lovers, and more. Along with gif deliveries, the microsite is also driving sales for its Valentine’s Day gifts and gift cards.
— Flipkart (@Flipkart) February 14, 2016
— Flipkart (@Flipkart) February 13, 2016
#PilotLoveGuru Social Media Campaign
Pen brand Pilot says that love has been commemorated with handwritten love notes for centuries, but it is often difficult to pen and post a Valentine’s Day message in this busy digital age. That’s why, for the past several years, the brand runs its ‘Pilot Love Guru’ campaign, which brings the heartfelt written word into the digital space by creating custom one-of-a-kind handwritten notes to send to those we love, through social media.
To participate, customers can tweet, tag, comment or share their valentine’s name with the hashtag #PilotLoveGuru on Twitter, Instagram, or Facebook. Pilot’s specially trained ‘Love Gurus’ will hand-write a personalized and heartfelt message and send it to the valentine via the selected social network. Each message is customized based on the customer’s original message to Pilot. The brand says the #PilotLoveGuru campaign has already played cupid for hundreds of lovers and friends. Pilot has seen a 20 percent increase in love messages each year.
— PilotPenUSA (@PilotPenUSA) February 15, 2016
— PilotPenUSA (@PilotPenUSA) February 15, 2016
Cadbury Dairy Milk #SayItWithSilk Microsite Campaign
In 2016, the premium chocolate brand from Mondelez India was all out with its flagship Valentine campaign #SayItWithSilk that enabled couples to express their love to each other with a microsite that created personalized videos. On the microsite, one needed to answer a few questions like what their partner means to them, select appropriate stickers and submit along with email id. A video is generated that is shareable on social media as well as downloadable. Adorable visuals and gifs were used to amplify the social reach, and drive more people to visit the microsite.
— CadburyDairyMilkSilk (@cadburysilk) February 12, 2016
— CadburyDairyMilkSilk (@cadburysilk) February 8, 2016
Krispy Kreme UK Love Roulette Online Game
In 2012 and 2013, Krispy Kreme UK ran a ‘Love Roulette’ game to help singles find love and a free doughnut, with just one spin. Users can access the game through the Krispy Kreme UK website or its Facebook page, and are asked to provide their Twitter name, and their sexual preference – male or female. The roulette then matches the user with a potential partner and any successful pairing who strike up a conversation using the #krispykremeloveroulette hashtag will be automatically entered into a prize draw for the chance to win a dozen Krispy Kreme doughnuts. As an added incentive, participants received a voucher for a free doughnut of their choice when they bought any of the Valentine’s special range of donuts.
You’re ready to develop a new brand or you decide to evolve your existing brand. & you’ll quickly realize that you’re filled with options – from freelancers to branding agencies, options to finalize the right branding partner.
Finding the best & the right branding partner
is like finding a diamond in the rough.
Shortlist 4-5 branding agencies which you think are the best. Interview them all and narrow it down to 2-3 firms. Have in mind clearly your goals, budget and deadlines so that when you talk to them, they get your objectives.
“Be open about your budget and goals. That way, no one wastes time if there isn’t a financially mutual fit.”
None prefer spending lakhs of rupees to
fall into a relationship that doesn’t eventually work.
Once you short list agencies you think are the best for your branding, consider the below points. They’ll help you find the best partner.
First impression is the best impression.
Make the most out of the subtle first interactions. Ask yourself the following questions during and after the first talk :
– How do they interact with you before you become their client.
– Are they prompt in initial mail exchanges and schedules?
– Do they ask relevant questions during your meetings? & How smoothly do they flow?
Natural chemistry matters. It never should be like a blind date where you realize both parties have nothing in common. If you’re not compatible as people, it will reflect in the work product.
You are unique.
A big part of successful branding is the ability to problem solve with a fresh perspective. Some branding agencies have portfolios that are undifferentiated – all work across clients look the same. You visual identities should express your brand’s unique voice and must solve your specific challenges.
Branding is not creation of new logo.
Your brand should live in the real world. Your branding partner needs to be well-versed across channels and mediums, and able to ideate and implement across various touchpoints.
Some agencies are strong with strategy but not so well versed with design. Others excel with design but fall short with the strategy. You want an agency that can deliver on both brand strategy and design at an equally high level that’s in line with your brand’s bigger picture.
They should lead you. Not vice versa.
A great agency should be committed to make your business successful. They shouldn’t be afraid to step forward, speak up, and say “Here’s what needs to happen in order to build a successful brand.”
Greatness is built by collaboratively working together to achieve success. Agencies that are client-led often result in poor outcomes. A great agency is built to lead the project, not just to stay on time, budget and scope, but more importantly to push you to a state that will make your brand more impactful.
Great agencies don’t focus on design deliverables first. They focus on the strategic path that will take you from where you are to where you want to be. What you need is an agency that can deliver both brand strategy and design – both at the highest level.
Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand.
In short, your brand is the way your customer perceives you.
It is critical to be aware of your brand experience and have a plan to create the brand experience that you want to have… a good brand doesn’t just happen… it is a well thought out and strategic plan.
BRANDING PROMOTES RECOGNITION.
People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more at east purchasing your products or services.
YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION.
In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organizations around the world?
YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA.
Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer about the kind of company that you are. Are all of these points of entry telling the right story?
YOUR BRAND PROVIDES MOTIVATION AND DIRECTION FOR YOUR STAFF.
A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organization’s goals.
A STRONG BRAND GENERATES REFERRALS.
People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love. On the flip side, you can’t tell someone about a brand you can’t remember. A strong brand is critical to generating referrals or viral traffic.
A STRONG BRAND HELPS CUSTOMERS KNOW WHAT TO EXPECT.
A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand.
YOUR BRAND REPRESENTS YOU AND YOUR PROMISE TO YOUR CUSTOMER.
It is important to remember that your brand represents you…you are the brand, your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?
YOUR BRAND HELPS YOU CREATE CLARITY AND STAY FOCUSED.
It’s very easy to wonder around from idea to idea with nothing to guide you…it doesn’t take long to be a long way from your original goals or plans. A clear brand strategy helps you stay focused on your mission and vision as an organization. Your brand can help you be strategic and will guide your marketing efforts saving time and money.
YOUR BRAND HELPS YOU CONNECT WITH YOUR CUSTOMERS EMOTIONALLY.
A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.
A STRONG BRAND PROVIDES YOUR BUSINESS VALUE.
A strong brand will provide value to your organization well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Ford, Chick-Fil-A, Quick Trip)… are these companies really worth their equipment, their products, their warehouses, or factories? No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical value.
WRAPPING IT UP
The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to, and can deliver upon. Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.
Source : www.strategynewmedia.com