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Love is in the air this Valentine’s Day and some of the biggest business brands have turned to social media to launch their exclusive promotions on this occasion. Facebook, Twitter and YouTube are being tapped by a number of businesses including Victoria’s Secret, CBS, Mattel and several others to get a slice of the Valentine’s Day shopping pie.
Barbie And Ken – Made for each other!
IMO, Mattel’s Facebook campaign to reunite Barbie and Ken serves as a classic case study for all marketers. Back in 2004, Barbie and Ken split on Valentine’s Day and this year Ken has been on a mission to win his doll back in time for the holiday. People were encouraged to vote on Facebook and Twitter as to whether Barbie and Ken should get back together.
Throughout the campaign, Ken kept posting about his grand romantic gestures to prove that even though he’s plastic, his love for Barbie is real. And it’s unsurprising that Barbie lovers and die hard romantics thronged to Facebook and Twitter in order to ensure that Barbie and Ken reconcile their iconic relationship in time for Valentine’s Day.
Barbie’s Facebook Page has over 1,726,000 “Likes” at the time of this writing. The page has also served as a virtual store letting people purchase items for their dolls. In contrast, Ken’s Twitter profile has only 7,400 odd followers. He’s more popular on Facebook with over 34,000 likes.
Mattel setup a dedicated website – BarbieandKen.com or people to place their votes. The website also features the history of Barbie and Ken as a couple. Facebook and Twitter campaigns encouraged users to go and place their votes on this website. IMO, this serves as a classic reminder of how your business can leverage social media in order to boost traffic on your website.
At the end of the day, this reunion is a genius marketing move for Barbie/Mattel, and they’ve taken the opportunity to put out a new product, the Barbie and Ken Gift Set, which hits stores today, Valentine’s Day, and is just $5.
Victoria’s Secret
The world’s leading lingerie brand, Victoria’s Secret is leveraging social media to prod customers to send suggestive emails it has created for Valentine’s Day. People can select from sexy pictures and expressions that Victoria’s Secret posts on its website. Women have the option of including a photo of the Victoria’s Secret gift they want.
Other Social Media Campaigns
It’s worth noting that several other businesses including CBS, Rovio Mobile, Mulberry are using Facebook and Twitter this Valentine’s Day to offer virtual gifts, giveaways and promotional discounts on their offerings.
Has your business leveraged social media on special occasions such as Valentine’s Day to attract more customers? If so, were those social media campaigns successful? Do you believe that the Barbie-Ken Facebook reunification campaign is a lesson in disguise for all marketers? Please share your opinion by leaving a comment below this post.
Love this post! Looks like AT&T did their take on the Old Spice promotion, Cesar dog food has a way to “send a kiss” via facebook or e-mail.
Thanks Nichole! Smart companies are already leveraging the opportunity social media presents. The many others that are dragging their feet are only going to be left behind.
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