February 06, 2018 | Shares:

10 Best Valentine’s Day Marketing Campaigns
3 min.

Whether you’re planning a fancy night out or looking forward to snuggling in your PJs at home, it’s hard to ignore the buzz surrounding Valentine’s Day. 

A holiday based around consumers spending money on their significant other can result in a big Q1 revenue boost for stores.

At the core of a good Valentine’s day marketing strategy is creating a connection between brand and consumer.

Building a Valentine’s Day buzz is all about knowing your audience and finding a strong way to elicit customer engagement – user-generated content is becoming a more and more popular strategy for doing that.

We took a look at the best UGC-inspired Valentine’s day marketing campaigns.

Here are the 10 that captured our hearts:

1) Tiffany & Co: Spreading the Love With Stickers

Everyone likes a little gift for Valentine’s Day, and Tiffany’s built that little present into their 2018 UGC marketing campaign, “The Tiffany Tattoo Shop.”

Tiffany’s created an a mini-site that allows you to select and customize a “tattoo” that can be used as a sticker on your Instagram posts. Each design is based on a classic tattoo style, and Tiffany’s asked customers to create their own and share it with the “#BelieveInLove” hashtag.

Not only does Tiffany’s get a ton of cute, stylized, and branded customer photos, but each customer and fan has an interactive experience with the brand and gets to “take home” their own little creation.

2) The Body Shop: Celebrating V-Day With a Kissing Contest

The Body Shop just launched the #SendingAKiss contest, asking their Instagram followers to send in photos of themselves blowing a kiss to a friend.

The winner gets a gift pack of newly released fruit-scented lip balms for them and their “Galentine’s.”

The Body Shop timed their product launch perfectly for a V-Day campaign. Since people will already be buying their all-time favorites, the new Lip Juicers will be an add-on to their loyal customers’ carts, increasing average order value.

They also were clever to ask followers to “send” the kiss to friends, who are likely to be tagged in the posts. This move will help them reach new, relevant audiences without using up valuable resources.

3) Dunkin’ Donuts: Dunkin’ Their Way to Our Hearts

Dunkin’ Donuts has built a reputation of consistently creating great UGC marketing campaigns. They understand how loyal and passionate their customer base is, and utilize that to their advantage time and time again.

For Valentine’s day, Dunkin’ Donuts utilize their social reach by getting customers to compete in a “Dunkin’ Love” Instagram contest, streaming on Facebook live, and having Snapchat Geofilters at certain Dunkin’ Donuts Locations.

Dunkin Donuts' delicious Valentine's day marketing campaign

This type of omni-channel strategy allows Dunkin’ Donuts to leverage user-generated content on various channels on the big day.

4) eHarmony: Getting Back to The Basics of Valentine’s Day

For online dating platforms such as eHarmony, Valentine’s season may be their biggest revenue generator. People across the world are looking for love, and dating sites have went from taboo to the social norm of millennial dating.

eHarmony Australia went with an adorable take on their UGC Valentine’s Day marketing strategy. Watch the video below and you’ll quickly realize exactly what we are talking about.

As you can see, eHarmony asked kids what Valentine’s day meant to them. They brillianty got to the core of what it truly means, spending quality time with the people you care about most.

They asked their ‘little ambassadors’ to create Valentine’s day cards, which the kids can then send to friends and loved ones online.

5) Nina Ricci: Best Friends Over Boyfriends!

Nina Ricci is taking a whole new approach with their Valentine’s campaign.

Realizing the power of women celebrating the day together instead of the usual pressure of finding a date, they created the #MyBestValentine campaign.

Valentine's Day marketing campaign from Nina Ricci

Nina Ricci is encouraging their customers to send in photos and videos of best friends and their perfume, and then featuring them across their social media platforms.

This innovative UGC campaign gives the power of Valentine’s day to strong women everywhere.

Looking for more campaign ideas? See our list of top Mother’s Day Campaigns

6) MeUndies: Bringing Couples Together With an Irresistible Photo Campaign

MeUndies launched an Instagram campaign asking couples to share photos of themselves wearing their matching underwear sets with the branded hashtag #MatchMeUndies.

All the cute prints and the diverse, funny, and romantic shots make for an entertaining and sweet photo campaign.

In order to participate, couples need to be wearing MeUndies sets — increasing demand for purchase and creating a series of aspirational and authentic customer photos.

7) Vermont Teddy Bear Company: Following Customer Trends

Vermont Teddy Bear’s awareness of seasonal and pop culture trends has set them apart from their competition.

50 shades of grey bear

The popularity of 50 Shades of Grey has made for some interesting ideas: With everything from Anastasia Steele makeup to 50 Shades of Grey wine, it seems almost every brand is finding a way to make their products 50 shades sexier.

Yet out of all the products, the most surprising was the Vermont Teddy Bear Company’s release of a spicier version of the classic V-day present.

8) T-Mobile: Taking UGC to Another Level of Awesome


T-mobile UGC breakup letter campaign

It’s not a secret that we love UGC. T-Mobile stole our hearts with their insanely creative break up letter campaign that asked users to write to their cell phone companies with reasons why they were leaving for T-Mobile.

Not only was it a catchy and creative way to get users involved, but they could use real customer feedback to understand their customers’ pain points so they could better leverage these for their own needs.

9) Gun Oil:  The Touching Commercial We’ll Never Forget

We’ve got a soft spot for this commercial. It’s one of our favorite examples of the power of being inclusive on Valentine’s Day and realizing that everyone — single or in a relationship — has a lot of love to give.

10) Google: Storytelling of Our Milestones


Google demonstrated the power of storytelling images, tracking a romantic story from start to finish with nothing more than a Google search bar and highly popular search terms from users. Valentine’s campaigns that tell a story tend to do well because they elicit emotional responses from users.

Conclusion

Whether you love or loathe Valentine’s day traditions, businesses are acutely aware of the potential revenue that the day can bring their business.

Putting the focus on friends, family, and significant others for marketers is the most effective way to run a successful user-generated content campaign on the day that celebrates love.

Corey Bloom
Corey Bloom, Content Marketing Manager at Yotpo
Corey is a Toronto native living in Tel Aviv. You can find him looking for the best place to eat wherever wanderlust takes him next.
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