According to a study by Yandex Advertising, 33% of respondents plan to celebrate February 14. While March 8 and February 23 are celebrated by 73% and 68%, respectively. Such low attention to February 14 in Russia may be due to several factors:
- Valentine’s Day is of Western origin and is indonesia whastsapp data less rooted in Russian culture than more traditional holidays such as March 8 and February 23. Valentine’s Day was first celebrated in Russia in the late 1990s. Until then, there was no alternative to this holiday, when you could “legitimately” tell someone about your love and, again “legally”, expect a declaration of love in return.
- The perception of this day varies depending for Valentine’s Day on age, marital status and personal beliefs. Many may consider it a commercial holiday designed to increase sales rather than a sincere expression of feelings. For example, according to a study published in Forbes, the extensive commercialization of February 14 reminds most people that they are not in a relationship. And it plunges those who are unhappy with their current relationship into even greater frustration. And the most vulnerable and unhappy group on this day are teenagers.
An example of the results of a survey in one of the Telegram channels:
Therefore, an abundance of hearts, pink color, offers to confess love, images of couples in love, etc. may be perceived negatively by your clients. As a result, the campaign will not bring in income, and advertising costs will not pay off.
We have studied advertising creatives from previous years and offer you examples of how you can build your communication with the audience in cases when they have a positive attitude towards the holiday and when they have a negative attitude.
If the target audience has a positive attitude towards the holiday
- Since your audience check out these 3 examples of famous companies is already set to perceive this day positively, focus on creating emotional and romantic campaigns. Use rich and warm colors in your visuals and messages, fill your advertising messages with love stories, emphasize the importance of attention and care in relationships.
- Prepare special offers, discounts or limited edition products that will be available only during the Valentine’s Day celebration.
- Host events or online activities that make consumers feel like they are part of something big and meaningful. These could be virtual DIY gift workshops, love story contests, or interactive celebrity quizzes.
- Use your customer database to create personalized emails or social media offers.
Examples of creative ideas for those who celebrate February 14
Emirates video and a natural phone database phenomenon that only happens once a year, on February 14th.
Citydrive has turned cars for Valentine’s Day from Moscow and St. Petersburg into the cutest mobile valentines for its colleagues and clients.
Georgian KFC has created a creative idea that makes standard menu items as appetizing and tempting as possible.
Yandex Market and 365done launched a wishlist. Inside are cells where you need to write down your preferences and then give them to your other half.
If the target audience has a negative attitude towards the holiday
1. Emphasize self-knowledge, for Valentine’s Day self-respect, and the importance of self-care. Promote the idea that love is not necessarily romantic and can be directed toward friends, family, or pets.
2. Move away from cookie-cutter messaging. Avoid typical pink and red color schemes and cliched symbols like hearts and cupids. Emphasize uniqueness, individuality, and freedom of choice in your marketing materials.
3. Create new forms and traditions of celebrating (non-celebrating) February 14.