Win Big With Men on Valentine’s Day
How could GODIVA boost sales leading up to Valentine’s Day and cut through the clutter of romantic imagery that targeted women?
The answer - target men vs. women this year. We activated a 360–degree “Game Over, Game On” campaign that leveraged the window immediately following the Super Bowl as a hook to pique interest and intercept males where they were. We used paid, earned and owned channels to firmly turn men’s attention to the real big game in their life – Valentine’s Day.
Through primary research, we proved that the male consumer base should be the focus, since males outspend women 64% on Valentine’s Day. Nearly 50% of men admitted they care more about watching the big game than they do about giving the perfect Valentine’s Day gift. Even veteran gift-givers who planned ahead said they needed a little help, with more than half (58%) admitting that they don’t get it right every time.
We enlisted comedian Rob Riggle of Dumb and Dumber To and 21 Jump Street to help bring the “Game Over, Game On” theme to life with a unique and funny video series. Riggle stars as a man who’s had one too many Valentine’s Day fumbles, but finds his way with GODIVA - helping men get off the couch and get their game on for Valentine’s Day. The team pushed out videos over social with paid spark, and stimulated massive earned media coverage. We activated humorous content through social video, a consumer sweepstakes, events, sampling and more to bring this campaign to life.
We generated more than 270 million Total Media Impressions (includes paid, earned and owned) with 5.7 million Riggle Video Views. The campaign drove over $1.6MM in additional sales on GODIVA.com and resulted in over 3 million unique visits during the full Valentine’s Day season.