What Valentine's Day Marketers Are Doing Wrong

Following the Valentine's Day hype of last week, Naked Communications' head of marketing Nick Tate looks at whether marketers are making the most of the national holiday and what they could do to maximise their ROI.

As the big V Day approached last week, we saw brands roll out the inevitable Valentine’s-inspired campaigns, targeting the romantics.

Despite the flurry of brands going for the archetypal approach of incorporating pink or heart-shaped packaging into their products during the Valentine's Day period, many actually encouraged consumers to forget the high street gimmicks of chocolates, flowers and overpriced restaurants.

Instead, we’ve been urged to unstick ourselves from technology and spend quality time with our loved ones. Refreshing, right?

But in our busy lives where popping to the shops without our iPhones is practically a catastrophe, what makes brands think that these sorts of campaigns will have much impact? And more importantly, how measurable is their success?

Just look at Tesco's latest ad. The Basket Dating campaign (below) assures consumers that love still exists in the old-fashioned way. Forget Tinder, Happen and Bumble, apparently love's waiting to be found at your local Tesco Metro.

Yet, realistically I can't say that this is how I first met my wife… and come-to-think-of-it, I don’t remember ever feeling attracted to somebody based on the contents of their basket. I don’t think entrusting my love life to my weekly shop would’ve stood me in good stead seven years ago.

Perhaps it's brands who fail to show their romantic side come Valentine's Day? Instead, these love-inspired campaigns could be teaching us about the power of connectivity. The loved-up holiday provides ample opportunity for brands to collaborate and create experiences with the consumer's best interests at heart. Just a thought to be considered for next year.