Campaign: Love Hearts’ Secret Sender Service
To raise awareness of Love Hearts in the lead up to Valentine’s Day
20 pieces of quality media coverage
188 new followers to the Love Hearts Instagram page
People reached across PR and social
Love Hearts is a brand that has captured the hearts of the nation for over 60 years, but when it comes to the most romantic time of the year, it can be difficult to stand out among the rest of the Valentine’s Day noise.
So, we came up with a simple yet creative way to get people talking about Love Hearts in the lead up to the big day. We encouraged Swizzels to set up a ‘Secret Sender’ service, giving romantics the opportunity to apply for a free Love Hearts roll for a limited time, personalised with the name of their loved one and sent anonymously directly from Swizzels.
We launched the Secret Sender service through Swizzels’ social media channels and to national media, driving people to the Swizzels website to apply.
Within just 48 hours of launching, all of the free Love Hearts rolls were taken!
With the Secret Sender campaign having come to an end, our PR efforts still continued as we set out to secure product placement for the Love Hearts gift range across national media.
Our work didn’t stop there though. With a couple of weeks until V Day, we saw an opportunity to jump on a hugely popular and fun trend circulating on social – AR (augmented reality) filters. We launched two AR filters on the Love Hearts Instagram page, which allowed users to play along to find out ‘What your crush thinks about you’ using Love Hearts messages, and ‘Guess your mood’ using Love Hearts emojis. As an incentive to take part, we encouraged users to share their filters for a chance to win daily prizes.
In just 7 days, the filter had a significant impact on the Love Hearts Instagram page by re-engaging inactive users, as well as achieving 188 new followers. The filters reached over 1.3 million people, around 40,000 post engagements, 108,447 filter camera captures and even captured the heart of influencer Zoella!
In the first 48 hours of launching our campaign, we secure national and regional media coverage; over 800 link clicks to the Swizzels website; 16,617 post engagement; and reached 824,000 people across PR and social.
Success didn’t end there. Having exceeded our objectives with the ‘Secret Sender’ phase, we quickly turned our attention to ensure Love Hearts continued to be forefront of mind in the two weeks leading up to Valentine’s Day.
All of which resulted in attracting new followers on the Love Hearts Instagram page and generating lively conversation and engagement about the product during the most romantic time of the year.