Valentine’s Day is a day filled with love, romance and…PR? Let me explain. While the average American is perusing OpenTable reservations or stocking up on ice cream for their date with Netflix, PR pros are spending their time brainstorming. How can we leverage this holiday for our clients? And, how do we position it in a way that makes our client stand out?
Take BPR client, Ibotta, for example. Ibotta is a mobile shopping app that delivers cash back to its users on everyday purchases. So think, how can we capitalize on Valentine’s Day for this client? Our team at Barokas PR did a Valentine’s Day shopping analysis, and discovered that Virginia is the most romantic state and that the cheapest days to buy wine and chocolate are on Tuesdays and Wednesdays, respectively. Take that information, share that story with journalists and voila, coverage for Ibotta. Ok, so it’s not as simple as it sounds (there are many more working parts to a PR campaign) but, hey, we got Ibotta coverage in USA Today so something worked, right?
Another great example of Valentine’s PR done right is Lush’s #BetterTogether campaign. The main message behind this campaign is that love transcends gender. While the campaign received some backlash (surprise, surprise), the end result clearly promoted the company’s value of equality, along with its bath products. Lush received coverage and high social engagement across all channels. We love brands like Lush that take a stance on issues and do it well.
Last, but never least, is Netflix. The streaming conglomerate released a video in advance of Valentine’s Day that suggests the way into someone’s heart is simply by liking the same shows as them. Couples who binge watch together, stay together right? Cheesy I know, but Netflix has never had trouble retaining and gaining subscribers and 65,000 views later proves the success of its campaign. A great reminder that digital media is our friend!
As you can see from these examples, PR can quickly drive buzz for your brand around a national holiday, especially if you do it right. Now let’s all reminisce in the power that is PR and be left with the words of John Lennon – all you need is love.