THREE NON-VALENTINE’S DAY CAMPAIGNS WE ARE LOVING THIS FEBRUARY
Valentine’s Day is my least favorite of the “Hallmark Holidays.” There, I said it. Perhaps it’s because I was subjected to discounted decor and heart-themed birthday parties every year as a kid (my birthday is on February 16th) or the ridiculous expectations of flowers, candy and romance as an adult. And don’t get me started on the unspoken pressures of singledom during the Feast of Saint Valentine. But I digress…
As a PR pro, I’ve noticed a few brands actually doing some real good this time of year. So here’s our Anti-Valentine’s Day roundup of the best brand campaigns for February.
Best Black History Month Campaign
Foot Locker’s Sole List 2022 includes Andy Jackson, Joshua Renfroe and Flo Ngala.
COURTESY OF FOOT LOCKER
The 2022 Sole List by Foot Locker - The national retailer “honored artists and designers who are amplifying Black experiences and representing Black communities in a raw and authentic manner.” This year, three photographers were brought on to highlight products from Black-owned brands from Foot Locker’s Home Grown program to collectively reshape what Blackness looks like from their viewpoints. Foot Locker launched Home Grown in 2019 as a way to connect local communities with brands throughout the country. Through the program, Foot Locker strives to elevate and support up-and-coming designers who are shaping the future of streetwear.
Why we love it? Black culture and influence brought Sneakerculture to life and continues to influence broader American fashion and culture. However, very few Black retail owners, creators and designers have benefitted from the trend. We appreciate a national brand bringing a local angle to a national moment with Black History Month and paying homage to an underrepresented community that continues to shape today’s fashion and footwear.
Looking for more? Here’s an awesome resource for Ways to Consider Race in Marketing Beyond Black History Month or Rules for Working with Black Speakers During Black History Month
Best Lunar New Year Campaign
Prada year of the tiger Chinese new year campaign
Prada Action in the Year of the Tiger - Rather than creating a capsule collection to celebrate the Lunar New Year (we’re in year of the Tiger BTW), Prada launched a charitable campaign dedicated to protecting the endangered tiger. The luxury brand’s “Action in the Year of the Tiger” initiative includes a series of activations to raise awareness for the big cat species.
Why we love it? Brand affinity and consumer trust is not sold, it is earned. We appreciate the thoughtfulness of the Prada campaign, the broader philanthropic cause and the effort to spotlight local art school students during a global moment of Lunar New Year. Furthermore, according to Vogue Business, “[luxury] brands [are now] cautious, as consumers globally have lower tolerance for tokenism and China’s netizens are notoriously unforgiving with advertising blunders. Brands have shifted the weight of their management toward their China and APAC teams….which means relying on local teams for marketing decisions that would have before come from European HQs.” So how can luxury brands take it a step further? “Brands could engage with local communities more meaningfully,” suggests Lisa Ing, a Chinese, London-based corporate lawyer who wears brands including Celine and Isabel Maran. “Since 2019’s racial justice protests, companies that profit from ethnic cultures have faced growing pressure to more proactively invest in those communities by collaborating with local groups, sponsoring cultural events and hiring more diverse workforces.”
Best Anti-Valentine’s Day Campaign
The Powers Law Firm Free Divorce Giveaway - According to CNN, a Tennessee law firm, The Powers Law Firm is giving away free divorce representation to one lucky client. While only Tennessee residents are eligible, those who are interested are encouraged to email their stories explaining why they want a divorce by February 15 -- the day after Valentine's Day. The winner will be selected on February 19.
Why we love it? A fairly unknown brand and business took a very traditional concept & storyline and turned it on its head. The end result was a national news story and a funny one at that. What’s not to love?