Posted on
18/1/2023

Prepare Your Valentine’s Day Influencer Marketing Campaign Now

Regarding consumer spending, Valentine’s Day is one of the most popular holidays . Moreover, by 2023, e-commerce is making up a significant portion of those holiday sales. Therefore, brands should consider a special influencer marketing campaign in order to benefit from the purchasing power for Valentine’s Day.

Man holds a bouquet of flowers behind his back
Man holds a bouquet of flowers behind his back

Key-Takeaways

  • In 2022, consumers spend on average $175 on gifts, most popularly on jewelry, chocolates, and flowers.
  • Influencer marketing can be an effective strategy for reaching consumers during the Valentine’s Day shopping season by collaborating with influencers to showcase gifts, provide gift ideas, and create romantic-themed content to promote their products.
  • Influencer marketing campaigns can be targeted to specific demographics, such as age, gender, and interests, to reach the right consumers with relevant content.
  • Choosing the right influencer and platform is crucial for the success of the campaign; it’s important to consider the audience demographics and the type of content that is most effective for each platform before making a decision.

Influencers help to build brand trust and credibility because they have a loyal following and are perceived as credible and trustworthy sources of information. Hence, a partnership with KOLs (Key Opinion Leaders) can effectively create  leverage, especially for special events such as Valentine’s Day. For such  days, it’s essential for businesses to consider how they can capitalize on the increased consumer spending that occurs during the  holiday season. By partnering with popular influencers, businesses can drive conversions, increase visibility, and improve brand image.

Preparing a campaign for Valentine’s Day involves a number of key steps, including creating a communication agenda, crafting a message, selecting the appropriate format, and co-creating  with influencers.

Key Figures on Valentine’s Day and Influencer Marketing

According to the National Retail Federation, the average person celebrating Valentine’s Day spent $175 on gifts and celebrations in 2022. Consequently, Americans spent $21,8b on Valentine’s Day 2022, while the average amount spent by men ($291.15) is almost three times as much as the average amount spent by women ($106.22).

Graphic via National Retail Federation

It’s also interesting to know that the pandemic hasn’t impacted the purchasing behavior of consumers. In contrast, statistics show a 43% increase in the spending pattern from 2017 to 2020. With $5,8b, the most money was spent on jewelry, directly followed by plants. However, if your brand doesn’t offer jewelry or flowers, don’t be discouraged . Let’s have a look at how you can make your influencer marketing campaign work for this year’s Valentine’s Day.

How to Make a Valentine’s Day Influencer Marketing Campaign Work

When it comes to setting up an influencer marketing campaign for Valentine’s Day, it’s like with any other campaign. First, it’s important to establish clear goals and objectives.

  • One of the most important goals of any campaign should be a high conversion rate, as these ultimately lead to sales. Consequently, you can think about offering promo codes or discounts for your customers on Valentine’s Day through an influencer’s referral link.
  • Another general goal for influencer marketing partnerships is visibility. This is especially important for new brands that are looking to build their customer base and establish themselves on the market. Influencer marketing can help to increase brand awareness and reach a wider audience, which can ultimately drive more sales and conversions.
  • Moreover, engagement is an important KPI for an influencer marketing campaign. Engaging content can help to build a strong relationship between a brand and its customers, which can lead to repeat business and positive word-of-mouth recommendations. Influencer marketing can also help to improve a brand’s image and reputation by associating it with popular and respected influencers. Therefore, finding the right influencer to work with is crucial.

Next up, marketers need to carefully consider who they want to work with. Who reflects your brand’s value? Who shares the same audience and the demographic target group you want to address with your campaign? Who has a relevant and engaged following?

Evidently,  which type of influencer to work with depends on the goals and budget of a campaign. Macro-influencers (with a following of over 100,000 people) have a broad reach across multiple platforms and can help with brand visibility, while micro-influencers (following between 10,000 and 100,000 people) and nano-influencers (following of less than 10,000 people) have a more engaged and specific audience and may be more useful for driving conversions and building brand loyalty. Read on the Kolsquare influencer marketing blog why it’s important in 2023 to consider nano-influencers for your strategy.

Which Campaign Is Best for Your Influencer Marketing Campaign for Valentine’s Day

Choosing the right platform for your influencer marketing campaign is crucial for reaching your target audience and achieving your campaign goals. Each platform has its own unique features and audience demographics, so it’s important to consider which platform will be most effective for your specific campaign and target group.

For example, if your target audience is primarily younger, Instagram may be the best choice. Instagram has a high percentage of users under the age of 35 and is known for its visual content. Instagram stories, IGTV, and Instagram live are great options for influencer marketing campaigns, as they allow influencers to create engaging and interactive content.

Youtube is a platform that is great for creating video content and is the largest video platform in the world. Youtube influencers are great for creating product reviews, tutorials, and unboxing videos. Youtube is a great platform for building brand awareness and credibility, as it allows influencers to create in-depth and informative content.

If your target audience is primarily younger, such as Gen Z, TikTok may be a great platform to consider for your influencer marketing campaign. TikTok has a large percentage of users under the age of 30 and is known for its creative and engaging content. Influencers on TikTok not only share dance and lip-sync videos, but they also show their day-to-day experiences and behind-the-scenes footage, create recipes, or even inform on political events.

In summary, the platform selection for an influencer campaign should be based on your target group characteristics and your campaign goals. It’s important to consider the audience demographics and the type of content that is most effective for each platform before making a decision.

Example: Pandora x for Valentine’s Day

One example of a successful influencer marketing campaign for Valentine’s Day is the campaign run by the jewelry company Pandora in 2019. The company partnered with several micro-influencers, including lifestyle bloggers and fashion influencers, to showcase their Valentine’s Day collection.

The influencers created a variety of content, including product reviews, gift guides, and romantic-themed photos and videos, which they shared on their social media platforms. Furthermore, they offered special promo codes to their followers, which could be used to purchase items from the collection at a discounted price.

As a result of the campaign, Pandora saw a significant increase in website traffic and sales. The company reported that the influencer-generated content generated four times more engagement compared to their own content. Furthermore, the influencers’ followers used the promo codes at a higher rate than other customers, resulting in a higher conversion rate.

For instance, Pandora also worked with influencers for their 2022 Christmas strategy. In the following video, Constantly_K aka Karin Teigl shows how she styles the bling for her Christmas outfit.


About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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