VALENTINE’S DAY SALES CAMPAIGNS THAT HIT DIFFERENT

In 2022, it’s more likely than ever before that you’re ‘single’. The share of unpartnered people in the US has increased by over 30% since the 90’s, with the latest data showing that 38% of adults are living unpartnered.

Just because people are increasingly unpartnered, doesn’t mean Valentine’s Day has lost its marketing potential, singles can also be a receptive audience, you just need to position your brand differently.

How do you position your Valentine’s marketing for singles? You’ll likely have to step out of your usual routine to find an alternative aspect of your brand and service, one that can be leveraged towards an audience of singles and activities which interest them. There’s no better way to explore this topic than looking at some of the most successful Valentine’s campaigns, which were not aimed at couples.

Going in exactly the opposite direction of regular Valentine’s sentiment, Hotels.com created a special web page where users were invited to share why their ex belongs in the trash (figuratively, of course) and get a chance to earn a $300 gift card for a “treat yourself” style vacay. They called the campaign V-Day Dumpster Stay and generated a significant amount of coverage with such an edgy approach.

Ryanair’s #EscapeTheNonsense campaign is fully targeted at single men and promotes a special offer on “single fares” (which is a pun in and of itself). The minute long ad starts by following a man as he encounters a number of typical Valentine’s situations where he is left feeling jealous and uneasy. He then finally finds respite as he disembarks from a Ryanair flight in Amsterdam, probably the perfect - certainly the most popular - city for a weekend escape.

Only one love in your life will not end in a breakup - if you are lucky enough. Zalando decided to address exactly that, the breakup, with their ‘Exchange the clothes after your ex’ ad. In this witty, relatable commercial, Zalando reminds you to turn an emotional loss into a literal, monetary gain. Understanding the consumer’s pain points is one of the first tasks for every marketer. The bonds and trust you build with your target audience will go a long way.

Niluu is a clothing brand, specifically one focusing on vegan silk-wear. Their items are comfortable and usually worn in intimate settings. Rather than portraying a couple, this campaign focuses on the individualism and comfort of clothing, showing a single woman enjoying a most comfortable day, all by herself. It’s a great way to position the brand and their clothes as something that isn’t intended to be attractive to someone else, but rather comfortable for you and you alone.

One thing all of these Valentine’s promotions have in common is a willingness to be funny, edgy and relatable. They actively considered their audience and laser focused their message and offer to provide a memorable experience.