TOP 10 KOLS RECOMMENDED VALENTINE GIFTS IN 2024 – SELECTED CASES HELP BRANDS CAPITALIZE ON SWEET OPPORTUNITIES
According to Google search trend analysis, searches for the keyword "Valentine's Day" will increase more than usual starting from 7 days before Valentine's Day, especially 2 days before the festival. Because of such search habits, planning strategies before Valentine’s Day is crucial. To seize Valentine's Day business opportunities, Key Opinion Leader (KOL) marketing is a valuable tool for creating a festive atmosphere in advance. By fostering a joyful atmosphere, brands can arouse customers' expectations, a crucial factor for successful festival marketing..
AsiaKOL used the AIE KOL Evaluation Database to investigate 2024 Valentine’s Day KOL marketing-related data. It analyzed KOL’s gift recommendation rankings, the types of fields where KOL is promoted, promotion time, etc. With our investigation, we provide the latest information to help brands plan their strategy and content, increase customer participation and expectations, improve brand awareness, and capture brand attention.
1. Top 10 Valentine’s Day Gift Recommendations From KOLs: Perfumes, Accessories, And Skincare Products Topped The List
Looking at the ranking of Valentine’s gifts recommended by KOLs in 2024, AsiaKOL discovers that “Perfume/Fragrance” is the most mentioned one, followed by popular products in the female consumer market, such as accessories, skincare, and makeup products. The top 10 list also includes a must-have item: chocolate. A unique and personalized custom gift is also on the list. Brands with products listed have a great chance to capture the Valentine’s Day market, and the key is to establish a connection between consumers and brands.
■ TOP 1: Perfume/Fragrance
Perfume and fragrance products are the most popular Valentine’s Day gift options this year. Let’s examine some marketing aspects of the KOLs. The parenting KOL Rice & Shine shared the romantic story of her and her husband while endorsing personalized fragrance products with exceptional qualities. The well-known fragrance brand Jo Malone invited KOL Luo Ling (@qop0102qop) to promote the 2024 Rose Collection from the perspective of the best Valentine’s gift, successfully resonating with netizens. Dior, the boutique perfume brand, invited beauty and fashion KOL Cos Hsu (@cos55555) to promote their products as suitable for gifting and personal use with a purchase incentive..
■ TOP 2: Accessories
The second hottest Valentine’s gift category goes to accessories. There are several eye-catching KOL marketing cases for brands as reference. Fashion and beauty KOL Dannybeeech, known for sharing emotional concepts, discussed Pandora's new brand concept of self-love: whether as a gift or for personal use, it's an expression of loving oneself. Interestingly, she focused on the purchasing preferences of single individuals. Jcnana (@It's Jcnana) recommended famous jewelry brand Chow Tai Fook's "Echo of Love" collection from a pragmatic perspective to attract consumers in the niche market who value both practicality and beauty. Roi Wang interpreted the story and concept of the Love Twist bracelet by Swiss watchmaker and fine jewelry brand CHARRIOL in an elegant and high-quality Valentine’s Day short video, attracting many netizens to watch and respond.
■ TOP 3: Skincare Products
Skincare products are also one of the important options on Valentine’s Day, catering to consumers who buy for themselves and friends. Take facial mask products as an example. Well-known KOL Kerina (@kerina_hsueh) used the cozy atmosphere of friends applying facial masks together to spark netizens' desire to purchase. Yi Lu (@yi___lu) promoted limited-time and limited-edition co-branded skincare products through photo and text content. Information on how to receive free trial packages was attached, making followers feel that the products are worth their money. Valerie x YaYa (@valerie__chen) highlighted common skincare imperfections and encouraged followers to add the products to their Valentine’s gift cart. The three previous cases approached consumers from natural perspectives and daily life situations, which effectively increased product visibility.
2. The Chosen KOLs: Fashion And Beauty KOLs To Share Desired Gifts
According to the AIE KOL Evaluation Database, KOLs suggesting wish lists for Valentine’s Day mainly focused on fashion and beauty categories, with travel and food categories following closely. It can be inferred from the statistical results that Valentine's Day marketing mainly targeted fashion and beauty brands. They focused on recommending gifts that women desire on Valentine's Day through female influencers. Besides Valentine’s gifts, many food KOLs also shared dating places for romantic occasion meals.
An actual gift was important for Valentine's Day this year, but the restaurant for celebration was also highly concerned. Many food KOLs recommended ideal restaurants and coffee shops for dating, along with the set menu launched during the festival. Brands can take a look at some famous food KOLs, such as Ping (@wanping0831), Chun (@chun_vision) and Ami (@amini0808). They shared limited-time Valentine’s Day set menus at major restaurants through plentiful text, photos, and short-form video content, encouraging netizens to spend the festival together.
3. Trend Topics On Valentine’s Day: Marketing Schedule Should Be Planned One To Two Weeks Before The Holiday
Meta's analysis report on 5 major consumer trends in the Asia Pacific region indicates that up to 50% of consumers search for products and new brands they want to buy before the holiday shopping season. Additionally, the report highlights Valentine’s Day as a key marketing holiday for brands. Based on AIE database statistics, KOLs have been mentioning the keyword “Valentine’s Day” since January. The trend persisted until one to two weeks before the holiday, with the number of posts reaching a peak on Valentine’s Day itself. Consumers will actively search and place shopping orders when special festivals are coming. Therefore, the brand should take advantage of the two weeks before Valentine's Day to increase marketing efforts and reach consumers.
4. Be The First To Seize The Business Opportunity On Valentine’s Day
The special holiday is an opportunity for brands to build up connections with consumers, especially on occasions like Valentine’s Day, which is suitable for sending blessings. Brands can increase product exposure and favorability through KOL’s influences and gift wish lists, in order to gain a competitive advantage in the market. AsiaKOL offers complete KOL marketing services, including identifying suitable KOLs and planning marketing strategies. We have multiple signature campaigns, such as creating surprises through AKBOX Gift Unboxing Campaign and long-term in-depth communication with consumers through the Brand Ambassadors Campaign. We recommend brands contact us for a detailed discussion with our professional marketing team!
AIE - KOL Evaluation Database
The AIE – Asian KOL Evaluation Database can search for KOLs in specific fields with various categories, and analyze the important reference scores of KOLs such as interactions and breadth of influences, helping brands locate the “dream type” of KOLs, enhancing the accuracy of marketing campaign. If you want to know about community performance of Taiwan or international influencers, contact us for more details!
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