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.

O2TweetHeart

 

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.

 

#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.

 

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.

 

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.

LoveRoulette

 

 

 

The International Advertising Association (IAA) India chapter marked its 25 years of existence and our own Kochi hosted its 3-day summit – the biggest marketing and communications summit in the country.

IAA Summit

 

Here’s a doggy bag of takeaways from IAA India’s Silver Jubilee Summit held at le Meridien Hotel, Kochi.

1. “Branding is not about advertising… It’s important to build a brand that converges with what’s on ground,” said Amitabh Kant, Secretary, Industrial Policy and Promotion, Government of India. “Brand India will rise if India continues to grow.”

2. “I’d like to thank you for my learnings, and I can’t thank you enough for my earnings,” said the King of Bollywood, SRK. Adding to it, “my belief is that the next big star will not be from the film world or TV world, but will be from the digital world.”

3. Focus on Solutions. Take that extra step. Don’t give up: Sachin Tendulkar (excerpts from Prasoon Joshi‘s interview of Sachin Tendulkar)

COHTnp-VEAAKOze

 

4. Advertising needs a new business model. A new world order is where you make money because you do good. Today’s marketing is about co-creation; tomorrow’s marketing is about co-action. Cindy Gallop, Founder and former Chair of BBH, USA and founder of the MakeLoveNotPorn, New York

5. Put your best in what you do and people reach out themselves to work for you: Ritesh Agarwal, 21-year-old founder of OYO Rooms

6. Think of relevance instead of disruption. Online companies will have limited reach. Only one can become #1: Fernando Ortiz-Ehmann, Senior Strategist, Saffron Brand Consultants, Madrid

7. Social is set to disrupt all that we believed is gospel in marketing . All the four Ps are set to be disrupted But social media cannot make your brand better: Simon Kemp, Regional Managing Director, We Are Social, Singapore

8. It’s not easy for an Indian company to build globally acceptable brands. Understanding the equity of tradition is critical: Sanjiv Puri, President FMCG, ITC Ltd.

9. Engagement and conversation is the essence of a social network like Twitter: Parminder Singh, Managing Director, Twitter (South East Asia/ India/ MENA).

10. Content is no longer about newspapers and magazines. It’s about creating properties that are exclusive. It’s important to be in the Content Business and not the Advertising Business: Rahul Welde, Vice President – Media, Unilever Asia, Africa, Middle East, Turkey & Russia

 

IAA Summit
Whyletz CEO, Mr. Ahmad Vaseem at the WHAT’S COMING NEXT on the second day of the IAA Summit.

The IAA, headquartered in New York, is an integrated advertising trade association with membership representing advertising agencies and the media. It comprises of corporate members, organisational members and educational affiliates, as well as 56 chapters with individual members and young professionals from 76 countries.

 

Sources :
Twitter (#IAASummit) | AFAQS | CAMPAIGNINDIA | DNA

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