Content Valentine's Day Workshop

Content Valentine's Day Workshop

1. Campaign Map

Timeline: 
January 1 - February 14

Be sure to set the cut-off date carefully; I wouldn't risk it.
Suggested cut-off: Monday 10th.

• January 5 - January 20: Testing Phase
• January 20 - February 10: Scaling Phase

Sales Peak: February 1 - February 10

• Spending Predisposition: High
• Target Audience: Forgetful men who shop last minute
  
  

2. Flash Campaign Type

Market flash campaign with specific date.
Key Advantage: Urgency plays in our favor.

3. Communication and Angles

Combine emotion, emojis, and Valentine’s Day discounts in your messaging.

Examples:

• "Imagine her reaction... ❤️Get the perfect gift now. Up to 70% OFF this week!"
• "Imagine her reaction... ❤️ -30% OFF Valentine’s Jewelry."
• "Show her your love ❤️ Valentine’s Offer -50% for a limited time."
• "The Perfect Gift ❤️ (Product) up to 40% OFF."
• “Valentine’s Day Gift ❤️‍🩹 (Product) up to 40% OFF."

Mention shipping conditions etc. as much as you can, it’s a relevant thing when we talk about gifting.

Creative Angle Inspiration

Some brands that don’t do gifting, use the angle:
“Celebrate Valentine’s Day…”

For Cosmetics:
"Be Your Own Valentine: Self-Care…"
"Be Your Own Valentine 💖 Indulge in self-love this season."
"Celebrate YOU this Valentine’s 💕 Stunning looks for every occasion."
"Treat yourself to something sweet 🍫 Valentine’s indulgence starts here."
"Romantic? Maybe. Practical? Absolutely. [Product] at 30% off."

…

4. Flash Campaign Framework (5 phases)

Hype, launch, urgency, extension, branding

• HYPE:
  Get Ready for Valentine’s Day
  Valentine’s Day Gift Guide

• Launch:
  IG + Email
  At the same time: Activate Ads Phase 1
  

Ads Phase 1:

• RET Reach (5 initial days)
• RET
• Advantage+
• ABO_Testing

Urgency:
Coordinate with the salary
February 1st to February 8-9-10th

Communicate the urgency in as many places as possible, everything counts

Easier, leverage the cut date

"Last chance to make it unforgettable ❤️ Order by February 10th to get it in time for Valentine’s Day!"

"Last chance to make it unforgettable ❤️ Order today to get it in time for Valentine’s Day!"

"Last chance to make it unforgettable ❤️ Order in 5h:10m:23s to get it in time for Valentine’s Day!"

"10 days until Valentine’s! Don’t wait—shop now with express shipping!”

• EXTENSION
  Doesn’t make sense
  
• BRANDING
  Could do something small like,
  
  Gratitude + Transition to Everyday Love
• "Valentine's Was Amazing, But Love Deserves Every Day 💕 Discover What’s Next!"
• "You Rocked Valentine’s! Now It’s Time to Treat Yourself 💝"
• "Post-Valentine’s Surprise! 🎉 Treat Yourself Today."
• "Valentine’s Fun Isn’t Over Yet—Discover What’s Next!"

5. Meta Media Buying and campaign structure

Phase 1

• RET Reach (5 initial days)
• RET
• Advantage+
• ABO_Testing

5-10 testing ad sets, the winners from this campaign will be moved into scaling campaigns.

Phase 2

• Winners de ABO Testing, are moved into scaling campaigns
• Turn off the initial RET REACH
• Optimize and scale
  

“A/B Testing the Scaling Campaigns”

Advantage+_(Winners)
Advantage+_Images_CC100
Advantage+_Images_CC70
Advantage+_Videos_CC100
Advantage+_Videos_CC70
CBO_CC100_(1 ad per ad set, 3 ad sets)
CBO_BC200_(All winners mixed)

• Daily optimization

Phase 3 (SALARY!!)

• Hyperscale the scaling campaigns that performed well
  

*historical best day of the week
*urgency
*best scaling campaigns
*coordinate a big push supported by organic traffic
=Revenue Record

1. Creatives

https://share.magicbrief.com/board/8b94443e-8676-42e4-831a-8202ccbd106b

50% of the account remains evergreen.

50% VD

• 25% are evergreen ads rebranded to winter sales (or just the winners from BF/XMAS)
• 25% new things to try

Remember the Canva library with 500 templates.

Your Personal Cases and Q&A

Q: If Valentine’s campaign starts on Jan 15th, when to activate the RET Reach?

• Start it on the 15th

Post ID: No idea, but the engagement on the reach campaign is low

*REACH Campaign: limit the placements where it delivers the ad to “Stories”, “Reels” and as extra “IG/FB Feed”