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07 February 2014 Adam Smith

Happy Valentines… Saying it with Social Media

Here it is again, Valentine’s Day.

Whether that opening sentence was met with a smile or an internal groan will probably dictate your current relationship status but, irrespective of all that love business, this week has been a compelling one where marketing is concerned.

Here are three of the most interesting projects from businesses.

Unsurprisingly, we’re starting with chocolate.

Dairy Milk

In this cute, concise 16-second clip, Dairy Milk have opted for the romantic “chocolate has feelings, too” approach and it’s short, snappy and effective.

It also makes me feel more hungry than romantic. Yup, Cadbury caught me in their trap!

Domino’s Pizza



Rather than aiming for the cute, traditional approach favoured by Cadburys, Domino’s Pizza has agreed a quite unique collaboration this Valentine’s Day.

In partnership with the dating app Tinder, customers receive a pop-up from the takeaway, asking them to spend their Valentine’s Day with food rather than wallowing in their loneliness.

Domino’s even tweeted One Direction member Niall Horran to invite him on a so-called “date”, racking up a few retweets and favourites in the process.

After being smothered in overly romantic messages from companies all week long, this marketing campaign puts those looking for love in the spotlight and will probably keep delivery men busy this evening.


Cadbury went for the cute approach, Domino’s tried to defeat romance with the undisputable allure of pizza, so what did Tesco do?

It relied on puns and food!

Easily the least time-consuming of these three campaigns, Tesco effectively show how social engagement can be sparked solely from immature comedy.

On the one day of the year where all single men and women feel a little lonely, Tesco have tried to inject some humour into Twitter today with a series of puns along with the ingenious “#foodcrush” hashtag.

Understanding your audience

While there may be a tendency to focus on romantic marketing content on Valentine’s Day, businesses need to be conscious of the fact that not everyone wants to hear about roses and chocolate and, in fact, making a parody of the event can be equally as effective as celebrating it.

Photo source: Raja Singh | Flickr