Hey, there Marketing Maestros,
Are you game to ditch the standard Valentine’s Day playbook and embrace a more audacious approach? Welcome to our unconventional guide, tailored just for you.
We’re here to offer expert insights on top-notch ad campaigns, highlighting strategies that really make them stand out from the crowd.
Every year, couples across the globe plunge headfirst into a sea of cringe-worthy romantic gestures.
Love notes, bouquets, bling, and chocolates galore.
Bombarded with discounts and promo offers, sometimes it’s hard not to resist the temptation of bagging yourself a tasty 35% off a candlelit dinner with your better half, or an exclusive spa day package at your local Turkish baths.
I mean, come on!
But lurking in the shadows, are some renegade brands who’d rather stick pins in Cupid’s wings than spread mushy love all over their brands.
Prepare yourselves for a showcase of extraordinary marketing concepts drenched in an “Anti-Valentine’s Day” spirit that has proven to successfully captivate and intrigue audiences worldwide!
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Let’s dive in…
1) Mckinney: Shred your ex
Back in 2015, the world-renowned ad agency, McKinney, came up with a unique project called “ShredYourEx” which provided a creative way for people to deal with heartbreak.
Instead of dwelling on past relationships, users could simply send photos of their exes through Instagram or Twitter. These pictures were then shredded live on ShredYourEx.tv, right above a digital fire.
It was a cathartic experience that not only helped individuals find emotional relief but also contributed to a good cause: the shredded photos were repurposed as bedding for kittens recovering from surgery at Paws4ever.
It tapped into the deeply satisfying feeling of physically destroying pictures of former partners, a sentiment that often gets lost in the digital age.
The project reached its peak on Valentine’s Day, grabbing widespread attention.
It even made it to the front page of Reddit and Funny or Die. It generated a staggering 197 million press impressions and garnered 13,772 viewer hours on Ustream. The website attracted a total of 44,050 unique visitors, with thousands participating in the shredding festivities.
Advertisers can distil valuable lessons from McKinney’s:
First, connect with emotions – like the urge to move on from past loves
Second, social media is your wingman, so engage users there.
Lastly, add a dash of charity, like repurposing shredded pics for a noble cause.
Advertise with heart, share with flair, and show some compassion!
2) Coors Light wants to give you $100 to adopt a dog
In a unique twist, this US beer brand decided to celebrate love in a heartwarming way by promoting pet adoption!
Their approach was simple, they offered $100 to anyone adopting a pet in February to support their new furry friendships.
But why would a beer brand do such a thing? It’s both genius and sympathetic.
By rewarding those who adopt needy animals, Coors Light not only championed a noble cause but also acknowledged how pets can provide companionship, especially for those who might feel lonely and turn to alcohol.
This campaign not only gained nationwide attention but also raised awareness about alcohol dependency. It emphasized that sometimes, all you need is the unconditional love of a furry friend to brighten up your day.
So, cheers to Coors Light for making Valentine’s Day 2020 special, spreading love, and reminding us that pet love rules.
Similar to McKinney’s campaign, Coors Light’s approach was also unexpected and emotionally engaging. Both campaigns leveraged social awareness and honourable causes to capture attention.
So, whether you’re shredding past loves or adopting furry friends, remember, in the world of advertising, creativity mixed with emotion always wins!
3) #EscapeTheNonsense this Valentine's Day
Ryanair’s “Escape the Nonsense” ad back in 2019 takes a cheeky jab at Valentine’s Day, giving a nod to those who’d rather swap extravagant gifts for solo adventures. Who needs Cupid when you’ve got a passport and a sense of humour?
By zeroing in on singles, Ryanair isn’t just offering a flight deal; they’re throwing a lifeline to those who feel like a third wheel in a world obsessed with romantic dinners and heart-shaped lollipops.
This approach isn’t just smart marketing; it’s Ryanair winking at the solo flyers, saying, “We get you, and we’ve got a seat with your name on it.”
In a season where love birds flock together, Ryanair’s campaign is a breath of fresh air, reminding everyone that flying solo can be just as fun.
So, here’s our recap:
1. Target niche audiences, like singles who might feel left out during the romantic season.
2. Offer a unique value proposition that resonates with your audience.
3. Inject humour and relatability into your campaign to forge a personal connection.
4) Adore Me presents: What do women really want for Valentine's Day?
Say adios to those tired old Valentine’s clichés and hello to a sexy and seductive perspective!
AdoreMe, the sassy US lingerie brand, is flipping the script on V-Day wishlists, and it’s all thanks to some candid confessions straight from an empowering bunch of ladies and their wildest desires.
Ever heard of a sushi feast that could make a mermaid jealous? Or how about a romantic rendezvous with just a dash of spice? You won’t find any teddy bears or predictable roses here!
AdoreMe isn’t just peddling lingerie; they’re all about championing what women really crave.
This campaign is all about embracing the brave, the fun, and the downright real side of every woman.
This Valentine’s Day, let’s raise a glass to AdoreMe’s bold stance: understanding and celebrating women in all their wonderfully diverse glory.
To sum it up:
1. Break free from the ordinary and explore new, exciting angles.
2. Tune in to your audience’s genuine desires.
3. Champion authenticity in your messaging.
So there we have it!
Ad campaigns do not have to conform to the traditional expressions of love to be successful in marketing come February 14th.
It’s clear to see how many brands are now adopting the Anti-Valentine’s Day theme, offering a resonant alternative for those not keen on conventional norms.
This creative approach capitalises on the desire to both recognize and uniquely experience the “special” day, appealing to a wider, more diverse audience.
Recognizing that V-Day can sometimes be a bit too predictable, Anti-V Day emerges as an innovative, inclusive marketing tactic, garnering success for forward-thinking brands.
How will your brand be making its mark this Valentine’s?
Will it follow the well-worn path of romance, or will it embark on a rebellious journey to the ‘Singleton’s Soiree’?
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Beth Preston, Copywriter
Beth is a rising star on our copywriting team. She always brings her A-game to the table, delivering a fresh perspective and incredible converting copy for our clients.
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