Swizzels Valentine’s Day
Campaign: Share the love with Love Hearts
The Brief
Make Love Hearts the go-to confectionary brand for Valentine’s gifting and raise awareness of the limited edition Krispy Kreme doughnut partnership.
pieces of media coverage
16 pieces of influencer coverage
engagements with social content
total campaign reach
The Valentine’s campaign was really well received by consumers, influencers and press. Despite having a huge brand partnership between Swizzels and Krispy Kreme to talk about, the top performing social post was asking people to spread positivity with friends and family for Valentine’s Day. This shows that we understood the Swizzels audience and delivered a meaningful campaign at the right time.
Love Hearts are well known for their delicious flavours and playful phrases putting a smile on everyone’s face. In 2021 however, the mood of the nation was low as the Coronavirus pandemic continued to sweep the globe and people’s mental health started to suffer being in a third lockdown.
We wanted to lift the spirits of friends, families and couples over the Valentine’s period, so decided to focus on the brand’s strapline ‘Share The Love’.
To do this, we developed a series of positive and uplifting social media assets to encourage people to feel good about themselves and pass the message on to others. We developed a paid media strategy to reach as many people as possible and ran creative against each other to identify top performing assets and most compelling copy.
To push the activity even further, we identified a series of influencers to talk about positivity on their channels and encourage followers to share the love with friends and family.
Product push
To ensure that Love Hearts were still front of mind during the campaign period, we carried out media relations to speak to journalists about Valentine’s gift guides. Although a competitive space, the team managed to secure 34 pieces of product coverage in consumer titles.
Krispy Kreme partnership
To push the news of the limited edition Love Hearts Krispy Kreme doughnuts from a Swizzels perspective, we developed social media and influencer gifting strategies.
Channel mapping was our first step for social, where we identified a big opportunity with TikTok. We ran our first off page ad which reached almost 1m people and drove more than 10k engagements.
With gifting, we organised for product to be sent to snack and lifestyle influencers. Our activity resulted in 16 Instagram posts on the launch, reaching almost 1m people.
