Valentine’s is coming, barely.

Terv: I’ve been thinking a lot about the fact that there aren’t many good African spaces to just catch up on marketing related news

Didi: True, true. But do you mean Global news in African spaces or strictly African news? (Of course still marketing-specific).

Terv: African news, in African spaces by African people. Side bar: don’t you just hate how you can’t have a conversation these days without anyone asking you to clarify what you mean?

Didi: Fam. The streets are rough.

Terv: They really are

Didi: Ah yes! Can’t think of any really, besides some “sites” that are essentially PR machines and dildos for marketing people; massaging their egos and making announcements when they move from one firm to another.

Terv: LMAO! I’m really going to have to rethink the impact of this segment on my long-term career goals

Didi: Let’s just call it “Impolite Banter” so  it’s not like we dinno warn people.

Terv: Fair enough, impolite banter it is! So what are we talking about this week?

Didi: Hmmm… Brands hopping on every challenge?

Terv: What? You mean like the Silhouette challenge?  I liked what the Pitstop restaurant did with that chicken

After so much pressure from our friends ?#SilhoutteChallenge #silhouettechallenge pic.twitter.com/eWXStSLXXU

— Pitstop Lagos (@PitstopLagos) January 28, 2021

Didi: Loved what Pitstop did. The red financial institution on the other hand?

Terv: “Put your head on our shoulder.” I think sometimes it’s so easy for brands to forget that they’re not people. Punch Newspaper also caught a drag from their reporting on the Silhouette challenge. I personally wasn’t a fan of the moralistic undertones. 

Ladies go nude for the latest social media dance trend, #Silhouettechallenge pic.twitter.com/fqha0UNGMa

— Punch Newspapers (@MobilePunch) January 28, 2021

Didi: The Editor-in-chief might be going really deeper in life. Yes, it’s so easy for brands to forget and I think that’s also because someone’s KPI is something abstract like “humanising” the brand. The red bank also forgot the brand personality they’re struggling to build totally differs from what they tried to project.

Terv: One day they’re helping FC’s leader transfer his money from Funke to Sisi Shalewa, the next day it’s Inspector Gadget

Didi: The red bank needs to sit down to decide what they want to be known for.

Terv: Did you wake up today and choose violence?

Didi: There’s no light at home. ?

Terv: On today’s episode of what sounds like a joke but is really the painful fact. Didi has really been in darkness for 24 hours, send red light bulbs guys! Now that February has started, how do you see the Valentine’s Day campaigns that are popping up?

Didi: Popping? I haven’t seen any just yet. Which have you seen?

Terv: It’s going a bit slowly right now and I think we’ll see a lot more next week, but these Instagram vendors are not taking any chances this year! I can’t open IG stories without 5 “Valentines day gift box ideas for him ads” smacking me in the face. 

Didi: Yup, Covid has really locked love down this year. I expect brands to do a lot more personalised campaigns but it’s interesting that I haven’t come across any ads just yet. Even from our favourite Orange e-commerce brand.

Terv: I really thought about a love lockdown campaign this year and what that could look like, but it didn’t quite hook. I’m just hoping that the bigger brands come through with some fun stuff. We didn’t get to enjoy Christmas in all it’s glory because Zenith banks Christmas roundabout didn’t happen last year, so lord please spare Valentine’s.

Didi: I’m not too optimistic about anything grand, but I’m anticipating brands getting people engaged indoors. Maybe NOK the restaurant sending personal chefs to houses or a campaign that helps long distance couples be “together” on that day, with paid access to Zoom, one-click food orders and all. Anything. Brands just need to come through with some creativity, not the regular 5-course meal.

Terv: That’s ambitious. But you’re onto something because on Valentine’s Day this year, many people will steer away from those physical experiences and instead shift to creative, at-home entertainment. The one thing I do not want to see is a force fit, i.e “it’s Valentine’s so I will take my brand and force it inside, whether it makes sense or not is it’s own business”

Didi: Well, don’t hold your breath. All the brand’s with red as their primary colour must be planning something already, what other fit do they need? They’re red. Valentine is red, and is coming. (Where is your boyfriend??)

Terv: I’m speaking him into existence you hear me!

Didi: We should totally do a version 2 of this after that day.

Terv: I’d love to see Telcos actually do something. It’s right on the nose for them, their entire brand identity is wrapped around connections, intimacy and conversations, all essential themes for Valentine’s. Even personal care brands can do an adult version of a “dirt is good” campaign. Also a v2 sounds like a plan!

Terv: Got any last words for marketers and small business owners before we go?

Didi: Yass. It’s going to be a long year guys, don’t blow your budget running a campaign that adds nothing to your bottom line.

Terv: Could not have said this any better. Valentine’s is cool and all, but unless you’re a restaurant or food/gift box vendor and promoting this aggressively will directly contribute to your bottomline, don’t go blowing already slim profit margins on a “cute” campaign. People will “awwwww,” your bank account will not! 

Didi: Live to campaign another day.

Terv: Put your head on my shouuuuulllldeeerrrrr. I’m sorry, I just needed to get that out of my system. We’ll see you guys next week for a v2, and if you’ve seen any cool Valentine’s campaigns that we missed, let us know in the comments. Yours Pandemically guys! 

Didi: Yours in the Panoramic! Happy Valentine’s people. Get something to rest on: shoulder, table, anything works.