In the marketing and communications industry, tapping into key dates on the calendar is a common strategy. From major retail milestones like Black Friday and Valentine’s Day to more niche awareness days such as National Dog Day or National Grandparents Day, these dates offer brands an opportunity to connect with their specific audience.
However, hopping on the bandwagon without a well-thought-out strategy can make a campaign or press release feel forced and unauthentic. Here we’ll take a look at how to harness the power of key dates, without the activity coming across as content for the sake of content.
The Power of Key Awareness Dates
Dates like Black Friday, Valentine’s Day, or Christmas offer brands a clear advantage—audiences are aware of the dates and ready to engage with promotional messaging. These high-profile occasions provide a built-in sense of urgency and excitement that can be a catalyst for sales and engagement.
But while these well-known dates hold a good amount of power. They also come with oversaturation. Everyone will be using these dates as hooks for content and messaging, so standing out becomes a challenge. That’s where PR and marketing professionals need to think outside the box.
Lesser-known awareness days like National BBQ Week or National Margarita Day might not have the global pull of Black Friday, but if they have a clear connection to your brand, they offer something just as, if not more valuable. These more targeted occasions provide brands with an opportunity to align their values with something that resonates with their audience in a more personal way.
However, as always, there’s a catch. Simply slapping a promotion onto an awareness day without a thoughtful connection to your brand can feel shoehorned in and off-putting. Audiences are savvy and can spot an insincere attempt at relevance from a mile away. With this in mind, a well-thought-out strategy is essential.
Here are some examples of when brands have latched onto a key date whilst aligning to its core values and customer base, resulting in enhanced trust and great engagement.
- Pedigree & National Dog Day
Pet food brand Pedigree leveraged National Dog Day in a big way with its heart warming “Feed the Good” campaign. Rather than simply offering discounts on pet food, Pedigree highlighted stories of dogs making a difference in people’s lives. The campaign celebrated the positive impact of pet adoption and positioned Pedigree as a brand that genuinely cares about dogs’ well-being. This thoughtful storytelling resonated deeply with dog lovers and was a natural fit for the brand.
- Aldi & National BBQ Week
Aldi UK tapped into National BBQ Week by launching a barbecue-themed campaign that showcased its summer food range, including meats, vegetarian options, and outdoor dining accessories. The campaign featured BBQ recipe ideas and tips on social media, positioning Aldi as a go-to destination for affordable BBQ essentials. The timing allowed them to align with seasonal shopping trends while also tapping into a less crowded niche compared to major holidays like Easter or Christmas.
- Greggs – Veganuary
Greggs jumped on the Veganuary trend in a big way when they launched the vegan sausage roll in January 2019. Greggs used the momentum of Veganuary to introduce the new product with cheeky, attention-grabbing campaigns. The launch was a huge success, generating buzz across social media and gaining both loyal customers and new followers who appreciated the brand’s clever and well-timed move.
If you’re thinking about leveraging an awareness day for your next marketing or PR campaign, here are some tips to ensure it feels authentic:
- Do your research: Understand the origins and purpose of the awareness day. This can help you connect with your audience in a more genuine way.
- Be selective: Not every key date will be relevant to your brand. Choose the ones that resonate with your values and audience.
- Tell a story: Don’t just offer a sale—use the occasion to tell a story that will connect emotionally with your audience.
- Plan ahead: Timing is everything. Make sure your campaign is well-planned and executed in the lead-up to the key date.
By aligning your campaign with the right date and approach, you can make a significant impact without feeling forced or gimmicky. The goal is to find that sweet spot where timing, relevance, and authenticity all come together, leaving your audience feeling genuinely connected to your message.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
For more interesting blogs check out:
- Maximising Press Release Success With SEO
Top influencer campaigns for 2024 so far - From press releases to pitches: how AI is transforming PR
- The impact of working with the wrong influencers in marketing campaigns
About The Author
