We’re not doing anything for Valentine’s Day… right?
Bol.com is the leading webshop in the Netherlands for books, toys and electronics. And when Valentine’s Day approaches, they have a lot to offer within this theme. But let’s be honest: everyone kind of hates Valentine’s Day, right? And we all assume we’re doing nothing. But then… when the 14th of February comes closer, we start to wonder: is she or he actually expecting a gift?
Drowning in uncertainty
Asking your lover if he or she is expecting a gift would just crush all romance. So not asking and only assuming would ultimately let you end up drowning in uncertainty. That’s the idea behind our Valentines Day campaign for bol.com: We’re not doing anything for Valentine’s Day… right?
We kicked off the campaign with a video on Instagram stories and Facebook in which we showed what happens when expectations for Valentine’s Day aren’t exactly aligned.
We showed what happens when expectations aren’t exactly aligned
In the days after the video, we provided insights into Valentines expectations through Instagram polls, nourishing the idea that it might be clever to buy something after all. For people that had no clue what to buy, we introduced our ‘lovebot’ Cupido. ’Whether your Valentine is an athletic demigod or a kitchen princess, Cupido knows exactly what gift scores the best.’
On Valentine’s Day, people could order gifts until noon and still be on time. We used digital out-of-home advertising to give them a last reminder, using a real-time countdown clock.
- Compared to last year, Bol.com had a 63% uplift in orders in the days before Valentines.
- 65% more people visited the campaign landing page, compared to 2017.
- A total of 7,203 people used our lovebot Cupido to find the perfect gift for their loved one.