Valentine’s Day remains one of the most relevant dates for Brazilian commerce — and also one of the most saturated in terms of communication. According to projections by SPC Brasil (Credit Protection Service), in partnership with Offerwise and CNDL (National Confederation of Shopkeepers), approximately99.7 million Brazilians are expected to buy gifts for the occasion in 2025, an increase of 7.6 million compared to 2023. Given the high consumer expectations, brands face the challenge of going beyond clichés and winning over consumers with authentic, creative, and well-targeted digital campaigns. This is the view of Carolina Fernandes, CEO of Cubo Comunicação, a marketing specialist with over 20 years of experience.
“Valentine’s Day is an emotional trigger that can and should be explored strategically. It’s not just about couples; it’s about love in its multiple forms: self-love, between friends, family,” explains the expert, who also hosts the podcast “A Tecla SAP do Marketês”.
According to Carolina, the occasion allows brands to work on attraction, conversion, and loyalty in an integrated way. “Many brands focus only on selling but forget to create desire beforehand and maintain the relationship afterward. Those who understand their role in the consumer’s life can use this context with intelligence and emotion.”
Next, Carolina highlights six practical paths for brands to stand out in the digital environment:
1. Emotion with direction
Emotional campaigns work when they generate identification and lead to action. “It’s no use just being emotional. You need to communicate a clear value proposition. Emotion without direction doesn’t sell.”
2. Diversification of channels and formats
TikTok, with its new integrated shop format, stands out by combining entertainment and conversion. Instagram, WhatsApp, and email marketing remain relevant, while Pinterest excels for early idea searches.
3. Personalized language
Communication should consider different types of relationships and generations. Young couples respond better to humor and agility; long-term couples prefer affective narratives and emotional memory. Personalization is key.
4. Creativity with purpose
To stand out, it’s essential to know your audience. ‘Anti-Valentine’s Day’ campaigns, memes, micro-trends, and local influencers are effective paths — as long as they align with the brand’s positioning.
5. Practicality and digital structure
For small businesses, the tip is to bet on simple, well-executed actions: exclusive kits, WhatsApp broadcast lists, community influencers, and a smooth purchasing journey with good photos, visible prices, and functional links.
6. Complete funnel: from conversion to loyalty
Although the occasion favors conversion, smart brands take the opportunity to attract new audiences and retain existing ones. “Post-sales is where many miss the chance to continue the conversation,” emphasizes Carolina. An example that illustrates this thinking well, according to the expert, was Heinz’s campaign with the burger joint The Black Beef, where love declarations were printed directly on the burger bun. “Even without selling traditional gifts, the brand found an authentic and emotional way to join the conversation around the date.”
Carolina stresses that anticipating the date is crucial. “Those who arrive on the eve trying to go viral have already lost half the game. The secret lies in creating desire before selling and keeping the conversation going afterward,” she concludes.
