Activation Gallery: Micro-Holidays
Since we last provided a roundup of brands and retailers activating micro-holidays in 2020, we’ve seen companies consistently leveraging these mini-marketing opportunities, partially made popular via social media, for recognizable occasions like “Galentine’s” Day and International Women’s Day as well as lesser-known micro-holidays like Menstrual Hygiene Day and even retailer- and brand-designated annual occasions.
Bacardi’s Patron tequila brand leveraged artificial intelligence (AI) to encourage consumers to celebrate National Margarita Day on Feb. 22. For the days preceding and following the micro-holiday, Patron promoted its AI art tool, dubbed the “Patron Dream Margarita” generator, which created a personalized image and cocktail name based on a brief questionnaire asking users to identify their dream location, favorite flavor and garnish. Users who shared the image on social media could enter a sweepstakes to see Latin American singer and actress Becky G in concert.
Feminine wellness company Proof teamed with Walmart last summer to roll out its budget-friendly line of leak-proof period underwear, Unders by Proof. To hype up the launch, the brand tied in to the May 28 designation of “Menstrual Hygiene Day” by partnering with RB Health’s Queen V feminine care brand and running a giveaway on Instagram awarding a period self-care bundle from Unders by Proof and a Queen V special-edition self-care kit. Consumers could enter by liking and saving a dedicated Instagram update and earn bonus entries for tagging a friend and snapping a picture of both brands at Walmart.
Procter & Gamble’s Tula Skincare partnered with Ulta Beauty to celebrate its brand-designated micro-holiday, “Embrace Your Skin Day,” on March 4 for the second straight year. To create excitement, the prestige brand and Ulta deployed a series of prominent window and in-store displays showcasing Tula across stores along with a cover feature in the beauty retailer’s weekly magazine. Select stores in key markets additionally hosted immersive “edu-tainment” events — a marketing concept merging education and entertainment — including complimentary refreshments, a live DJ, freebies and deluxe gifts with select purchases.
Kraft Heinz partnered with Pilot Flying J to mark “National Hot Dog Day” on July 20 with a summer-themed promotion, comprising a giveaway, a “buy one, get one free” deal at participating travel centers and special appearances of the iconic Oscar Mayer Wienermobile. The Wienermobile traveled to four Pilot and Flying J travel centers in Indiana, South Carolina and Illinois with Kraft Heinz’s team of “Hotdoggers” to celebrate and offer a photo op for shoppers.
In 2022, Unilever’s Ben & Jerry’s tied in to the hype surrounding 4/20 — the bona fide holiday for marijuana enthusiasts that falls on April 20 — by joining forces with the American Civil Liberties Union (ACLU) to promote cannabis justice in the U.S. and call on the U.S. Senate to pass its version of the Marijuana Opportunity Reinvestment and Expungement Act, or MORE Act. The joint 4/20 campaign included a series of digital ads across social media that used clever messaging and provided Americans an easy way to send a message to their senators.
Best Buy again tied in to National Mario Day on March 10, which was created because “Mar10” is a clever play on “Mario” and celebrates the iconic Nintendo video game character and Super Mario franchise. For a week, the retailer offered savings on select Mario and Nintendo Switch items, while promoting the micro-holiday and savings across its website via dedicated ads linking to a branded landing page that highlighted an array of Mario-themed video games, accessories and toys.
Last August, 7-Eleven’s annual “Bring Your Own Cup (BYOC) Day” made its return to stores in 2022, after a two-year hiatus due to the COVID-19 pandemic. On Aug. 27, loyalty members could fill up the cup or creative container of their choice with their favorite Slurpee drink flavor for $1.99 at participating 7-Eleven, Stripes and Speedway locations.
For a third year in a row, Hershey Co. brought back its limited-edition Hershey’s SHE bars with fresh packaging in honor of Women’s History Month in March and International Women’s Day on March 8. This year, the chocolate brand and its nonprofit partner Girls on the Run curated a list of 200-plus powerful adjectives that describe impactful women and featured them on the SHE bars. Walmart elevated the offering and March 8 holiday via a dedicated brand shop within the retailer’s website.