I know what you’re thinking already, but I am not going to give you the long boring background story on this one because everyone has written about it, I mean the usual “How Valentine’s day started” which gives you
228,000,000 results when you use that search phrase on Google. Why would I write about it when the likes of BBC have an entire essay on it? (You deserve a hug if you still listen to BBC🤗)
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Most brands, if not all brands, look forward to this day because $70b+ gets spent each year on various gift items for their loved ones which mostly allude to the expression of feelings of romance. Here is the
all manner of heart-shaped treats and experiences that most consumers spend on:-
You might ask yourself, who buys these kinds of gifts and for who?
One of the best gifts the internet universe must have received on Valentine’s day from the business community must have been the invention of YouTube, which started out as a dating service. Long before Tinder made swiping a thing for matchmaking apps, there was a little-known video site trying to play cupid to the Internet generation: YouTube.
“We always thought there was something with video there, but what would be the actual practical application?” Chen, one of the founders of YouTube said at a South by Southwest tech, film and music conference in Austin, Texas in March 2016. “We thought dating would be the obvious choice.”
According to reporting by CNET, The idea was for single people to make videos introducing themselves and saying what they were looking for, said Chen. After five days no one had uploaded a single video, so he and the other co-founders, Chad Hurley and Jawed Karim, reconsidered.
“Okay, forget the dating aspect,” said Chen. “Let’s just open it up to any video.”
The matchmaking element, though short-lived, was perhaps always in the cards. Chen said the founders registered the domain name YouTube on February 14, more than a decade ago.
“Just three guys on Valentine’s Day that had nothing to do,” he said.
YouTube has been a Game Changer on how other brands share content to their audience. This year, hundreds of brands ran ads on YouTube to get their target customers spending on their products, this same content was redistributed in other online channels where these brands are active on. Here is the “online love” that most brands showed their customers who spent much of their time sharing #Valentinesmemories on social media.
1. A Kenyan #Valentinesday film premiered on YouTube, Produced by Sarah Hassan and Lowlee productions.
Hassan made her debut on TV in 2009 in TV show Tahidi High as Tanya, one of the leads at that period that also marked her breakthrough to the film industry in Kenya. She also starred in hit series Demigods, Saints and Changes. She has moved on to make a mark in Kenya’s film industry and she seems to be aiming for Hollywood after moving to
PLAN B is a digital/TV Film Written/Directed by LowlaDee, produced by Sarah
Uber, the global $120b ride-hailing company which is about to IPO this year, launched in Africa just over four years ago and most cities in Africa can’t get enough of the #Uberides. This year, Uber celebrated Valentine’s day with their #survivalkit campaign which they pushed hard on Twitter and encouraged their customers(Riders) to share the singlehood moments on Instagram and Twitter. The campaign cut across Uber’s social media accounts for Kenya, South Africa and Nigeria and they pushed much of the content by working with Influencers like Kenya’s Darling-Anita Nderu.
Gifts keep you at the top of clients’ minds year-round especially when you do in in special occasions like Valentines, writes Forbes contributor John Hall. And even as some company’s cut back in recent times due to the economic crunch, others continue to be convinced gift giving is important for maintaining relationships. Who does this better than Safaricom, the darling of Kenya’s Corporate sector. One Interesting thing about their gifting campaign is that it fell right in when they are communicating their new vision and mission for the company since rebranding in 2017, they intertwined that into their Safaricom Jazz campaign which will be happening this weekend in Kasarani Stadium.
4. Netflix literally
Netflix Film The Kissing Booth was based on the Beth Reekles self-published coming-of-age novel that became an international sensation where A high school student finds herself face-to-face with her long-term crush when she signs up to run a kissing booth at the spring carnival
5. Qatar Airways goes digital first with its push for the #Loveisintheair campaign on Valentines day.
The agency that manages KQ’s account should pick lessons from Qatar Air on how to create effective social media ads. One thing that everyone loves about Qatar Air’s commercials and content is that they actually make you have the nostalgia to visit places. Despite Qatar Air’s challenges for the past three years especially it’s middle east operations, the carrier has reduced
In an interview with The Drum magazine, Salam Al Sawa, Qatar Airs’ Top marketer describes her team of 40 – which work on everything from events to advertising, social media and PR – as “highly efficient”. In the last two years, it’s shifted almost 40% of its ad spend from TV and print to digital channels and that has seen it in-house large swathes of expertise, particularly in content and production.
It stopped outsourcing social media in 2012, then digital advertising (though its media buying is still handled by local agencies) and then its content creation and advertising production. The “big idea” is still managed by ad agencies, including 180 Amsterdam which worked on its latest campaign, but Shawa expects her team to have equal input.
It’s important for brands to spend more during “consumption moments”, for example on Valentines because that is when the consumer has the most intent to buy your product.
The new strategy for businesses should leverage new technologies and channels in order to develop data allowing brands to better understand their consumers