February might be the shortest month, but it’s packed with holidays and cultural moments that brands can use to connect with consumers. From Groundhog Day to Super Bowl Sunday, these campaigns provide inspiration during the coldest month.
Black History Month is celebrated every February as a tribute to the achievements of African Americans who have shaped American history. Black History Month was first proposed by black educators and the Black United Students at Kent State University in February 1969. President Gerald Ford officially recognized the holiday, during the celebration of the United States Bicentennial in 1976. From product launches to heartfelt social media messages, there are plenty of ways for marketers to approach Black History Month.
Brand Example: Google
In 2020, Google launched their #TheMostSearched campaign. The campaign used U.S.-based Google Trends Data to identify Black American achievements that were searched more than any others between January 1, 2004 – when U.S. Search Data first became available – and July 1, 2019. Google complied the results and made a video that highlighted the most searched individuals, such as Maya Angelou, Oprah, Lebron James, Simone Biles and Prince, to name a few. They posted the video on YouTube and have received thousands of comments – many of which are from consumers who are touched or moved to tears by the video. Lifting up and celebrating the achievements of the African American community is a great way to celebrate Black History Month.
Groundhog Day is a popular North American tradition observed in the United States and Canada on February 2. According to lore, if a groundhog sees its shadow, America will experience 6 more weeks of winter. If it does not see it’s shadow, spring weather is on the way. The most famous Groundhog Day ceremony is held at Punxsutawney in western Pennsylvania, centering around a semi-mythical groundhog named Punxsutawney Phil, but other cities hold their own celebrations as well. The day inspired a much beloved 1990’s romcom, starring Bill Murray and Andie McDowell.
Brand example: Jeep
Jeep combined Groundhog Day with the Super Bowl ad to supercharge their February marketing. Jeep hired Bill Murray to reprise his role in Groundhog Day. Only this time, he steals Punxsutawney Phil and they make their getaway in a Jeep. While most marketers can’t secure Bill Murray for their campaigns, it’s a good example of how to incorporate a fun holiday into an irreverent campaign that will make audiences smile.
The Superbowl is as well known for its blockbuster commercials as it is for the sport. In 2019, the average cost of a 30-second super bowl ad was $5.25 million. However, getting in on the super bowl fun doesn’t have to break the bank. Brands can hold polls on social media to see who their followers predict will win the game, which commercials they enjoyed the most or which snacks they are eating. Beer, snack and food delivery apps can also hold give-aways or offer coupons or free delivery.
Brand example: Automatic Labs
SiriusXM Acquires Automatic Labs Inc. Automatic is a leader in connected vehicle data and analytics, they also supply hardware and services to connected cars. For the 2016 Super Bowl, they sent out an email with a head-to-head comparison of people’s driving skills in the hometowns of the two teams playing. In this case- Denver and Charlotte. The email was a fun, data-driven way to get in on the fun of the day and gently rib the fans.
On the most romantic day of the year spending nationwide reached $27.4 billion in 2020.1 According to Bankrate, 70% of U.S. adults in relationships planned on buying their partner a Valentine’s Day gift.2 Valentine’s Day is a big holiday for restaurants and purveyors of chocolate, flowers, jewelry, and lingerie. Yet due to the pandemic, couples might opt to celebrate at home this year – which means restaurants should gear up for delivery, and apps will probably be ready to offer discounts to homebody love birds.
Brand example: Dunkin’ Donuts
For Valentine’s Day 2017, Dunkin’ Donuts utilize their social reach by getting customers to compete in a “Dunkin’ Love” Instagram contest, streaming on Facebook Live, and having Snapchat Geofilters at specific Dunkin’ Donuts Locations. The prize was $2,500, but the user-generated content provided by the campaign was priceless.
Presidents Day is celebrated on former president George Washington’s birthday, although the day is understood to be a holiday to honor all U.S. presidents. It has also become synonymous with retail sales – especially big-ticket items like furniture and appliances. The question for brands is, how do you make sure your Presidents Day campaigns stand out from the competition?
Brand Example: Fender
Musical instrument and accessories retailer opted for a simple red, white, and blue themed email with clean lines to highlight their President’s Day discounts. The brand creates urgency by emphasizing that their 70% discount will only last for a few more hours.
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As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Infogroup’s content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.