{"id":7917,"date":"2025-02-18T01:00:13","date_gmt":"2025-02-18T06:00:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/02\/18\/how-brands-can-charm-their-way-to-valentines-day\/"},"modified":"2025-02-17T17:51:19","modified_gmt":"2025-02-17T22:51:19","slug":"how-brands-can-charm-their-way-to-valentines-day","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-brands-can-charm-their-way-to-valentines-day\/7917\/","title":{"rendered":"How Brands Can Charm Their Way to Valentine\u2019s Day"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Sarah Tsirkas, Retail Industry Director, Teads UK<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Each year, the media industry orbits around key cultural milestones, from big moments in international sport or pop culture, to annual days which mark social and cultural moments, such as Valentine\u2019s Day, Mother\u2019s Day, Christmas and Halloween.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For brands, it\u2019s not only important to recognise these moments in the calendar but to understand how to maximise these milestones to reach their target audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s take Valentine\u2019s Day, which has increasingly seen massive investment in terms of media spend and shelf space (both online and in-store) dedicated to products, experiences and gifts. As a result, competition is high and so retailers and manufacturers need to think smart about who their target audience is, what behaviours they exhibit and how and when to reach them with the right message.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Teads, we wanted to explore the different ways in which people plan to celebrate Valentine\u2019s Day this year and what gifts they will buy loved ones, and our survey &#8211; \u2018<a href=\"https:\/\/hubs.li\/Q02Zb8qn0\">Charm your way to hearts and sales<\/a>\u2019 \u2013 reveals some interesting findings for retail brands planning their media campaigns.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to the research, food will form a key part of Valentine\u2019s celebrations, with 40 per cent of consumers planning to cook a special meal at home, but with over 55s more inclined to do so than 18-34 year olds (55 per cent vs 34 per cent). Instead, younger generations are most likely to eat out on Valentine\u2019s Day, with 44 per cent of young people who are dating, in a relationship or married likely to do so.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We also discovered that relationship status impacts romantic intentions, with 85 per cent of people in relationships planning to celebrate Valentine\u2019s Day, while 39 per cent of married people don\u2019t intend to celebrate.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The study also highlights gift-giving as an intrinsic part of Valentine\u2019s celebrations, as 82 per cent of people who celebrate are planning to buy a gift for their loved ones.\u00a0 Interestingly, men are more likely (97 per cent) to buy a Valentine\u2019s gift than women (74 per cent), with over half (51 per cent) of men planning to buy flowers as a Valentine\u2019s gift this year.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For brands and marketers, these findings underline the importance of planning when it comes to media strategy, understanding when and where to reach their audience and with what message. We know that cultural moments \u2013 such as Valentine\u2019s Day &#8211; can drive traffic, excitement, and pique interest at an incredible speed, while, at the same time, audiences are at their most engaged, so it&#8217;s a prime time to reach them in the right way.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ensuring the right messages are delivered through the right channels at the right time are key to cutting through the noise. However, it\u2019s not just the message that\u2019s important but where you are telling it. Brands must have a clear understanding of how to reach their target audience, what forms of media they consume and therefore which platforms and media channels they should be communicating through.\u00a0It&#8217;s also important to consider a wide range of media, including the use of omnichannel video solutions that can be tailored for web, mobile and Connected TV environments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In order to compete in an increasingly competitive landscape, brands must craft media campaigns with timely, targeted and tailored ad messages that align with the topics, communities, and emotions that truly matter, building relationships that last longer than a Valentine\u2019s Day crush.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In order to compete in an increasingly competitive landscape, brands must craft media campaigns with timely, targeted and tailored ad messages that align with the topics, communities, and emotions that truly matter, building relationships that last longer than a Valentine\u2019s Day crush.<\/p>\n","protected":false},"author":7,"featured_media":7918,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[16],"topics":[2],"class_list":["post-7917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Brands Can Charm Their Way to Valentine\u2019s Day | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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