How to Protect Your Brand on the Loveliest Day of the Year

This blog post is part 2 in a series of posts on how to protect your brand during popular holidays.

With Valentine’s Day on Friday, your initial thought might be to appeal to your core customers and their love lives, right? Wrong.

Be mindful that Valentine’s Day is one of the most sensitive days of the year, putting a spotlight on your consumers and their relationships. So what is the best way to avoid excluding a segment of your market, or angering the segment of the population with the most purchasing power? Embrace all kinds of lovely social media campaigns.

1. Lou Malnati’s “Heart Pizza” Campaign

The keywords here are “Special Someone,” “Friends,” or “the entire family.” Lou Malnati’s is making Valentine’s Day a celebration everyone can take part in by offering limited time only heart-shaped pizzas.

2. ZOOSHOO’s “Seeing Red” Sale

Women love to shop. Whether it’s for the Fourth of July, Presidents Day, Groundhog Day, or Valentine’s Day, a good sale is always in fashion. ZOOSHOO is using February 14th to spread joy to all by creating a fun color-centric gift code.

3. Shopanthropic’s “#GlobalLove” Campaign

Love for a cause! The philanthropic shopping blog is encouraging users to use February 14th as a day to spread good will globally by supporting the sale of environmentally-friendly or fair-trade gifts.

What interesting Valentine’s Day campaigns have spoken to you? Share with us here or on social media!

Photo Credit:,,

How to Protect Your Brand on the Scariest Day of the Year

We won’t take up too much of your time reading a blog post today. There are mini M&M’s to collect and fake blood to apply. But for social media marketers, there’s also community management. And if there’s one lesson marketers can take away from today it’s maintaining brand standards. Below are examples of the tricks and treats brands have used to effectively (or not) market their brand on Halloween.


Create campaigns that still cater to your style and tone of voice. Don’t change your overall messaging, but incorporate it in a way that is still relevant to who you are and promotes your sales goals.


The online shoe retailer updated their welcome header to reflect Halloween imagery, while still encouraging shopping behavior and rewarding customers for participating in their themed “Easter Egg” hunt. The website has its same look and feel, without abandoning their chic pink color scheme.

Crumbs bake shop

Instead of going the obvious route with photos of black and orange cupcakes (which they have and are delicious), national bake shop Crumbs created a Halloween themed e-mail marketing campaign, hypnotizing you with a Dracula figure and a direct link to find your nearest Crumbs location. Like the e-mail says, they really are much better than garlic.

Joann Fabrics

The craft megastore is offering .31 flat rate shipping to all their customers using a custom code. Both the numeral and the code reflect Halloween-centricities, without overhauling their image and changing their consistent messaging for easy and accessible arts and crafts. Also, if you’re in the market for a last minute Halloween costume, JoAnns is the place to go. Run.


It’s not a treat if you stray away from your identity just to celebrate Halloween. Sure, your picture will get a lot of likes and entertain a lot of users, but your Social ROI will be walking a tight rope. And like on all other days, what you post should follow brand standards.

Mixed Messaging

Make sure your messaging is native to the overall purpose and value statements of your brand. A dentist office can show fans they’re thinking about Halloween without compromising their mission to protect teeth.

Offensive Content

Do not promote any kind of costume or imagery that’s offensive to any one race or gender. We’re looking at you, Slutty Witch costume for toddlers.

Broken links

If you are sending users to an e-commerce site for a “tasty” Halloween treat, make sure we’ll be able to indulge.

Make sense? What Halloween social media posts have inspired you? Share with us on Twitter and Facebook and see what terrifying (but branded) holiday post we have on our page!

Then go forth, and hoard collect candy.