2 Brands Getting Youth Love This Valentine’s Day

In Trends

It’s Valentine’s Day and it’s often the first big campaign of the year for brands. Brands had the perfect opportunity to warm up their youth audience and entice their interest with risqué, adventurous and thought-provoking campaigns. We know you’re curious about who’s getting it right so we looked into what the brand-wagon got up to for this Valentine’s Day and picked 2 of the hottest campaigns this year.

Just Superb!

This brand knew exactly what the youth needed to hear this Valentine’s Day. We’re talking about Superbalist of course. Starting off their campaign video with “He said, ‘Tell me what you think when you think about love’”, the scene is set for Afrillennials from all walks of life to share their views on what love means to them. Call it diverse, authentic or innovative, but no marketing spin can describe how well this campaign acknowledged the youth aptly in their current reality.

Check out the video here:

What makes the campaign great is not just that it reiterates that love has no boundaries, but that their brand is happy to associate with the youth’s mind frame and indirectly promise a product that could satisfy anyone. Superbalist did well to relate to the youth’s every day “Love” experiences like mentioning the two blue ticks seen after your messages are read, or never settling for less. It also acknowledges that Valentine’s Day goes beyond romantic partners, like the singles out to spoil themselves, because sometimes just being you is enough. What better way to show your audience love than proving you’ve gotten to know them a bit better?

They Did It

Certainly not caught with their pants down for this round – it took Durex 140 characters and a few subtle puns to nail it with their Real Feel brand this Valentine’s Day. The long awaited 50 Shades Darker movie is in cinemas and Durex’s partnership on its release, was clearly the right thing for the brand to do. Durex produced a straight forward, simplistic social media campaign that trended for hours, because let’s face it, 50 Shades Darker has been on millennial minds since forever. Linking up with the heated anticipation around a movie where single guys are being banned from cinema, and in being known for its naughty side, Durex got even the coy to read a bit deeper into things.

#50ShadesDarker coming to cinemas Valentine’s Day. Stock up on #DurexRealFeel so you can come too pic.twitter.com/7i3mzbbnC0

— Durex South Africa (@DurexSA) February 10, 2017

Aside from hitting a sweet spot in terms of marketing their product as is at the right time, without frills, the brand is also promoting safe sex at a critical time of the year. Check out the 50 Shades Darker Trailer here.

Too little too late?

If you’ve caught yourself at the end of Valentine’s Day with nothing to share with your beloved youth, there is always hope for other opportunities throughout the year, with a little help from your friends here at Student Village. Get in touch to see how we can help you get that much-needed love from the youth on 011 885 3918 or email us on [email protected].