Tying a marketing campaign into a national holiday, annual event or national awareness day can be a good way to raise the profile of your brand and tap into the buying frenzy that often accompanies these events. We have written on this subject before, sharing examples of brands that tapped into the birth of the royal baby in 2012 and also highlighting some rather dodgy examples from the royal wedding in 2011.
There doesn't need to be an obvious link between your brand and the event as long as the link isn't too tenuous (see above). We thought we'd demonstrate this by sharing three examples of marketing campaigns from organisations that you would not normally associate with romance and love.
Devon & Cornwall Police
Devon and Cornwall Police in conjunction with domestic abuse agencies have run a number of campaigns based on the “Is this love?” theme. The campaigns, run during February, aim to raise awareness of different aspects of domestic violence and abuse and give people an opportunity to give their relationships a health check.
IKEA ran a small advert in the West Australian and Adelaide Advertiser offering a coupon for a free crib for babies born on November 14th - exactly nine months after Valentine’s Day.
A reader posted it on to the user-generated news site Reddit and it attracted over a million views that day.
Spotify invited couples to create their very own love poem using song titles from the Spotify library. Once users had crafted their personalised love poem, Spotify turned the lyrical masterpiece into a playlist that could be sent on to their sweetheart and shared on social networks.
This campaign gave lots of users a taste of Spotify and promoted Spotify amongst an extended network.
These examples demonstrate that with a little creativity and ingenuity you can craft a great marketing campaign from a date in the calendar that is already in people's consciousness.
Easter is not far round the corner so get planning or give us a call...