Unconventional Valentine's Day Content & Campaign Ideas

February 14 is right around the corner, and while you might not have a date yet, now is the time to get your Valentine’s Day marketing campaign locked down. Brands should start marketing for Valentine’s Day in early January (at the very latest) because consumers plan months in advance to make the day as special as possible for their sweetheart. 

Ok, great! Now you’ve got your timeline down… but how are you going to leverage the holiday in your favor? We’ve come up with some fun and unconventional Valentine’s Day marketing ideas that are not just a social post made in Canva that says “Happy Valentine’s Day” with a few hearts in your brand colors (judgment intended).

Valentine's Day Marketing Ideas Your Customers Will Love

Some may say that you know your customers’ tastes better than their partners. In that case, tell them to find a new partner… Well, don’t actually do that, that’s none of your business. But what is your business is making sure they feel loved and appreciated by your brand. So, whether you’re running a campaign that speaks directly to your customers or to their partners, take inspiration from and customize the ideas we’ve highlighted below to make their experience with your brand feel like true love—not like a side piece.

Gifts for the sweethearts

If you’re a CPG brand, this is the section of the blog for you, because most likely, you will want to run a Valentine’s Day marketing campaign that poses your product as a gift. Subsequently, you’re going to need to change your audience target and/or your messaging accordingly.

NOT to stereotype, but based on actual data, you’re probably going to need to target men. TO stereotype, this audience isn’t likely very knowledgeable about your brand or your products. This means it’s finally your turn to mansplain! For example, if your brand sells Dermaplanes, you will need to tailor your messaging to explain the benefits and prove that their partner wants it.

What is your campaign going to look like? Here are some fun Valentine's Day marketing ideas:

• Offer gift wrapping. Gifting is in the details. Include the option to add a note and or gift wrapping with a purchase at checkout. The easier you can make the thinking to buying to giving pipeline, the more likely you are to make a sale. #DearLove
• Run a giveaway. Not all pockets run deep. Many of your customers probably don’t have the luxury to spend on their partners. Share the love by running a giveaway to sponsor a couple’s romantic dinner—or something even sexier if it’s on brand. #CoupleGoals
• Cross-market. You never know what you’re going to get but you can plan for it. Partner with a chocolate brand to send a box of chocolates with purchases throughout the month of February. #LoveIsLikeABoxOfChocolates

Thanks for being loyal

Your customers want a loyal partner. You want a loyal customer. Show your gratitude to your best customers with these Valentine's Day marketing ideas:

• Send an email campaign. Remind your customers you’re thinking about them. Deliver a segmented email campaign with a subject line like “10% discount from your secret admirer.” If you can, include their first name or other personalized detail. #SurprisedByLove
• Share values with your close friends. Express your love language. Are you a gift giver? Share an Instagram Story with your “close friends,” aka most loyal customers, to let them know you’re partnering with a non-profit that aligns with your target audience’s values. Even better, give them a free gift with a purchase using an exclusive discount code at checkout. (This is also great for your brand’s PR!) #TwinFlame
• Write handwritten notes. Sometimes all a girl wants is a love letter. Mail a handwritten note to your loyal customers. No catch. No CTA. This is just for the love of your brand. #JustCause

Become clients with benefits

Whoa, whoa, whoa. No need to call HR. These are just some ideas for B2B brands because your clients deserve some love too. The key here is to be light-hearted, not creepy. You’re not trying to date your client (hopefully). You just want to express genuine appreciation for their business.

• Deliver some bubbles. Sometimes you gotta drink on the clock. In that case, mail or hand-deliver a bottle of champagne to your client with a handwritten note. A small gesture goes a long way in saying “I care.” #BecauseICare
• Schedule a client dinner. Name a time and place. Treat them to a (completely professional) dinner date. If you have the opportunity to meet in person and give your client some one-on-one time, then do! #PlatonicLove
• Send food. Clog their arteries… I mean, fill their hearts. Everyone has to eat, and for most people, eating is a love language. Send an unconventional edible arrangement or even a charcuterie board because #FoodIsLove

Share the love with the single ladies

Sometimes, Valentine’s Day isn’t so much about being in love as it is about finding it. Play Cupid with these Valentine's Day marketing campaigns for your single customers.

• Sponsor a social event. Put your hands up if you want to get invited to a future wedding! Sponsor or host a speed dating event. What a great way to connect with your customers and get cute content. #AllTheSingleLadies
• Play matchmaker. Partner with or run ads on dating apps. Singles might swipe left on Chad holding a two-pound trout, but they’ll surely swipe right if they get a surprise sale! #MeantToBe
• Give out samples. Make their Hallmark movie dreams come true with cliché grocery store “meet-cute.” Hand out samples or coupons in a supermarket near your store for a location-targeted love connection. #IsThatABananaOrAreYouJustHappyToSeeMe (yikes… sorry, I had to).

Don’t make it about partners

There are all kinds of love, including self-love and love of pets. But Valentine’s Day doesn’t even have to be about love. Sometimes, it’s about how much your audience hates Valentine’s Day. For these campaigns, try focusing on others instead of on a partner. 

• Focus on pets. Pet love runs deep. I love every dog in existence, even the ones I haven’t met yet. If it makes sense for your product or service, give a little love (or a treat) to all of the furry (or scaly) friends out there. #PuppyLove
• Make your customer court you. Ask your customers to propose… to you. Provide a discount or a special deal for customers who come up with the best sale or bundle proposal, or run a giveaway to reward the best customer love letter. #ReverseProposal
• Celebrate independence. About a third of Americans aren’t in a relationship. And half of those people “aren’t looking.” So, they won’t care about a traditional campaign. Talk about friendship or independence instead, or post cheeky content “not acknowledging” the day at all. #AntiValentines

Final Thoughts

Love is supposed to be fun. Love is supposed to be simple. So hopefully I’ve inspired you to organize your own, easy-to-execute and fun-to-create Valentine’s Day marketing campaign.

xoxo, 
Your love (marketing) doctor 

Psst… while you’re in the spirit of the holiday, spread the love by following us on socials.