Valentine's Day campaigns: The 5 most important dos & don'ts

The opportunity for brands

This is a key time for many businesses to increase their sales. While florists and restaurants traditionally benefit from this day, there are much opportunities for other industries too. Influencer marketing allows brands to make authentic connections with their target audiences and develop creative campaigns that go beyond the typical gifts.

DOUGLAS Valentine's Day campaign: "Beautiful Valentine's Day - Show Your Love"

The DOUGLAS Group, one of the leading providers in the premium beauty sector in Europe, is launching the 360-degree campaign "Beautiful Valentine's Day - Show Your Love" for Valentine's Day. The aim is to celebrate the diversity of love and inspire customers with special beauty gifts.

Love in all its facets

The centerpiece of the campaign is THE VALENTINE, a charming home that serves as a backdrop for various love constellations, from partnerships to friendships to self-love. Anke Menkhorst, Senior Vice President Group Marketing, describes the campaign as a celebrationof diversity and individuality in relationships.

Since February 1, 2025, the campaign has been running across online & social media, TV, print, out-of-home advertising and in DOUGLAS stores. The broad omnichannel approach ensures a consistent brand experience. (Source: parfuemerienachrichten.de)

Despite the large-scale 360-degree approach, the DOUGLAS campaign "Beautiful Valentine's Day - Show Your Love" is only visible to a limited extent online (as of 10.02.25). It was particularly noticeable on social media that there have been few creator activations so far, apart from a few postings on the official Douglas account with the hashtag #Valentine's Day.

A more targeted use of influencers could significantly strengthen the campaign. Creators are essential for setting trends and creating buying impulses, especially in the beauty segment. DOUGLAS could work with micro and mid-tier influencers, for example, to achieve a more authentic and broader appeal. Interactive formats such as challenges, get-ready-with-me videos or exclusive discount codes would also be effective levers for involving the community more closely and extending the campaign on social media in a more sustainable way.

MediaMarktSaturn Valentine's Day campaign: "Flowers wither, memories remain"

This year's Valentine's Day campaign from Media Markt Saturn takes an emotional approach: technology as a companion for unforgettable moments. Under the motto "Flowers wilt, memories last", the electronics retailer shows how technology can intensify and enrich shared experiences, regardless of age. The central message is: "The true value of a gift lies in the emotional experiences it accompanies."

Experience love through technology

The central message of the campaign is that time spent together is the most valuable gift. The scenes in the commercial tell touching stories.

Michael Schuld, CMO of MediaMarkt Saturn, comments:

"At MediaMarktSaturn, we want to use technology to create special experiences and thus create a life full of possibilities for our customers. Nothing can convey this idea as well as good storytelling. With our Valentine's Day campaign, we are once again showing how our products bring people together."

The campaign will run from February 10 to 15, 2025 in Germany, Spain, Italy, Turkey, Hungary, Belgium, the Netherlands and Luxembourg. The versatile media mix includes:

• TV advertising: broad visibility on various channels.
• In-store promotions: Interactive experiences that draw customers into the stores.
• Digital advertising: Addressing the target group via online platforms.
• Social media: Interaction and engagement with the community.

(Sources: marketingscout.com & mediamarktsaturn.de)

MediaMarkt Saturn is focusing on strong images with an emotional storytelling campaign, but the official promotional video is the most visible online so far. Especially in the run-up to Valentine's Day, many people are already planning their gifts, which is why earlier and more targeted activation on social media would make sense.

Particularly striking: there are hardly any visible influencer collaborations (as of 07.02.25). Creators could ideally extend the campaign by, for example, sharing their best technology moments with the community or embedding product tips in personal stories. MediaMarktSaturn could rely on tech, lifestyle and family influencers to convey the message in a more authentic and approachable way. In addition, formats such as "Valentine's Day tech gift ideas", "Shared experiences with technology" or interactive challenges could extend and strengthen the campaign beyond social media.

Earlier and more intensive influencer integration would help to anchor MediaMarkt Saturn's message not only emotionally but also virally in the relevant target groups.

Dos & don'ts in influencer marketing for Valentine's Day

✅ Dos - How to make your campaign a success

• Focus on emotional content: Valentine's Day is the perfect occasion to tell stories that touch the target group emotionally. Influencers can share personal anecdotes or show how they spend the day with their loved ones.
• Address EVERYONE on Valentine's Day: Valentine's Day is no longer just for couples in love. Friendships, family and self-love are also in focus. In influencer marketing, this means working with creators who appeal to different target groups - from romantic relationships to self-care and friendship. This allows you to reach a broader community and create more engagement.
• Work with suitable influencers: Choosing the right creators is crucial. Make sure that their values match your brand and that they have an authentic connection to the topic. The more specifically you select your influencers, the more successful your campaign will be.
  
• Use interactive formats: Competitions, surveys and challenges on social media increase engagement and make the community part of the campaign. Douglas shows how it's done by encouraging users to post their own messages of love. Use formats such as storytelling posts, reels, TikToks or Instagram stories to convey the message in an entertaining way. Authentic and personal content in particular works best as it picks up the audience emotionally.
  
• Create unique offers for the holiday: Influencers can showcase your offers perfectly - take advantage of this! Exclusive discount codes, limited editions or special gift sets for Valentine's Day ensure a higher conversion rate. The combination of emotional storytelling and attractive offers can turn your campaign into a real sales success.
• Plan early: As Valentine's Day takes place on February 14 every year, you should start planning early so that the campaign is visible at the right time.

(Source: brevo.com)

❌ Don'ts - you should avoid these mistakes

• Choosing unsuitable influencers: Not every influencer is suitable for every product. Pay attention to the target group match and avoid collaborations that could appear untrustworthy.
• Appearing too promotional: Valentine's Day campaigns should be authentic. Pure product placements without an emotional story or added value for the community come across as artificial and lead to less engagement.
• Focus on a single format: A successful campaign utilizes multiple channels and content formats from Instagram posts to TikToks to interactive stories.
• Starting too late: If you don't start posting content until the second week of February, you're missing the perfect time. Many customers plan their Valentine's Day gifts weeks in advance.
• Ignoring the community: Social media thrives on interaction. A campaign should not only broadcast, but also respond to comments, questions and contributions from users.