Written by Sophie Bassil • Published 21st February 2018
February 14th, a day both eagerly awaited and feared by many.
With the annual day of love approaching, it’s time to pucker up, cry miserably into your cereal, or simply observe with apathetic detachment.
However, February isn’t just about other halves. Whether single, in a relationship or a little bit in limbo, gal pals are always there to rely on and cry on, and not forgetting jive on. Although we love our besties all-year round, Galentine’s Day (which falls on February 13th) is the time to show them how much we care.
It seems that many brands agree, as we’ve spotted a lot of our favourites shunning the traditional Valentine’s Day PR strategy in favour of using a ‘Galentine’s’ hook. Read on as we round-up the best:
Quirky card company Choosey has designed a whole range of ‘Galentine’s Day’ cards which are for sale on their website. With designs such as ‘We might be single on Valentine’s day but let’s not Kim K ugly cry about it’ and ‘Hey Girl, You Are My Valentine’s Every Day’, Choosey are a brand who know their millennial audience. By jumping onto a seasonal hook that will be endorsed by many of their target market and claiming they have created a ‘world-first’ with their Galentine’s Day range that has the ability to record video messages, Choosey have a PR strategy that is bang on trend this February.
Bloom & Wild
Bloom & Wild are renowned for their beautiful, Instagram-friendly letter box flower arrangements. Flowers have previously been known as a Valentine’s Day staple, however Bloom & Wild has this embraced Galentine’s Day and launched a special offer for girl-friends this romantic season. We love the boldness of this brand who are shunning traditions and highlighting how a clever integrated PR & marketing strategy can work wonders. Last year the brand even released some additional research to showcase how girls like buying their girlfriends presents at this time of the year – hurrah!
Many girls are no stranger to buying a new outfit for a first date, so why shouldn’t the same apply to a Galentine’s Day soiree? Dorothy Perkins have jumped onto this notion and created a whole shoppable page of Galentine’s Day inspired looks.
However, the brand didn’t stop there – they’ve taken this seasonal hook and incorporated it into their influencer marketing strategy by working with bloggers to shoot the looks. Collaborating with influencers including Liv Blankson and Louise Cooney, DP have created a campaign which is fun and feisty. Not only has this created valuable content for their webpage, DP will also have access to the influencers’ engaged followers through their individual Instagram accounts and blogs.