Valentine’s Day is a holiday which goes back to the ancient Romans, but it didn’t become commercialized until the 1840’s with the first mass-produced valentines. Today, the holiday is still a celebration of love, but the gift giving has amplified. In 2020, Valentine’s Day spending is projected to be $27.4 billion.
However, consumer participation in the holiday has slowed down. Only 55% of consumers plan to celebrate Valentine’s Day. For brands who are investing in their Valentine’s Day ads, this is a challenge. How can brands amplify their Valentine’s Day campaigns? By using location data, they can expand the reach of their campaigns.
Let’s take a look at three Valentine’s Day advertising campaigns to see how those brands can use location data to amplify their strategies.
Burger King Teams Up with Harley Quinn
This year, Burger King and Warner Bros teamed up for an anti-Valentine’s Day promotion in tandem with the release of Birds of Prey (And the Fantabulous Emancipation of One Harley Quinn). At select Burger King locations on Valentine’s Day, consumers can exchange a photo of their old flame for a free Whopper. In New York City, Whopper lovers can also trade their old love letters or unwanted gifts. Consumers, who aren’t near the select locations, can take a quiz on the Burger King app and receive a coupon for a Whopper. While their campaign is creative, BK and Warner Bros shouldn’t restrict free Whoppers experience to only a few locations.
How can Burger King and Warner Bros enhance their advertising campaign with location data? They can expand their free Whopper portion of their promotion beyond New York City, Los Angeles, Boston, and San Francisco. By using location data, Burger King can analyze foot traffic at their other locations. They can then overlap Whopper sales data with the foot traffic data. Based on their analysis, Burger King can determine which stores have the most foot traffic and sell the most Whoppers. This would allow Burger King to be able to extend the free Whopper experience to more cities.
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Telefora’s “Flowers Say It Best”
Telefora got social for their Valentine’s Day campaign. The flower delivery service company launched short video ad spots on Youtube, Pinterest, Facebook, Instagram, and Twitter. The “Flowers Say It Best” social campaign features other gifts, such as teddy bears, saying how flowers are the better gift for Valentine’s Day. The short, quirky videos are fun to watch, but Telefora needs consider how they can reach gift buyers more efficiently.
So, how can Telefora spread the word about their Valentine’s Day flowers? They can use location data to gain competitive intelligence. By analyzing store visits at gift shops, Telefora can gain a better understanding of their competitors’ customers. For example, they might find that customers, who have visited a specific gift shop, are staying for very brief periods of time and then leaving to go to another store. This can signal to Telefora that those customers probably aren’t finding what they are looking for. They can then target their social ads to consumers who still searching for the perfect Valentine’s Day gift.
A Chill Valentine’s Day with Coors Light
For Coors, this Valentine’s Day is all about the puppy love. The beer company is covering dog adoption fees until February 21, 2020. The campaign encourages people to stay home with their newly adopted furry friend for a chill Valentine’s Day. Coors Brewing Company’s campaign is targeted towards millennials who are more likely to stay in for Valentine’s Day. Coors needs to consider thinking beyond their target demographic of millennials.
How can Coors go beyond their target audience? They can use location data to target potential dog adopters by promoting their ad campaign at local shelters. By using visitations gathered from location data, Coors can target their promotions to people who have spent time looking to adopt a pet at their local shelter. In addition to using shelter visits, they also use event analytics to target attendees at pet adoption events. This can allow potential adopters to know that if they adopt a dog at an adoption event, then they won’t have to pay the adoption fee.
With location data, brands can take their Valentine’s Day (or even anti-Valentine’s Day) advertising campaigns to the next level.
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