If Valentine’s Day marketing has taught us anything, it’s that there’s no limit to how much pink one brand can use. Pink banners, pink emails, pink lingerie, pink...burgers? Sure, why not.
But turning everything heart-shaped and red isn’t a strategy, it’s a shortcut. And shortcuts don’t get engagement.
Whether you’re crafting content for digital signage, social media, in-store displays, or email campaigns, you need to go beyond “love is in the air” clichés. You want people to care, share, and actually engage. Here’s how to make that happen.
Valentine’s Day content that doesn’t suck
The reason V-Day campaigns work? Emotional storytelling. The mistake? Thinking that means defaulting to roses and romance tropes.
Unless, of course, you're celebrating Anna Howard Shaw Day, in which case, cancel Valentine’s, prep for oral surgery, and stock up on cookies - because nothing says romance like suffrage and anesthesia (that reference was for any kindred 30 Rock fans out there.)
For the rest of us though - who are you talking to?
- Couples: They don’t need another scripted “perfect date night” idea. They want something personal, surprising, and real.
- Singles & friend groups: Galentine’s, self-care, and anti-Valentine’s themes give them a reason to engage.
- Workplaces & teams: Office appreciation, co-worker shoutouts, and fun team-building twists keep things interesting.
The takeaway? Not everyone is here for the same kind of love. We don’t all celebrate Valentine’s the same way, so tailor your approach to match different moods whether it’s romance, friendship, self-love, or just an excuse for a good meal.
Content ideas that go beyond “make it red”
Valentine’s content shouldn’t just be seen. It should spark action, participation, or at the very least, a reaction. Here’s how:
User-generated love stories
Ask customers or employees to share their best (or worst) Valentine’s moments, personal love stories, friendship tributes, or appreciation messages. Feature them on social media, digital signage, or in-store displays. Real stories = real engagement.
Brands like Tiffany & Co. have nailed this with interactive UGC campaigns - like their Tiffany Tattoo Shop. That mini-site let users customize virtual “tattoos” in classic designs and share them as stickers on their Instagram posts. Each tattoo carried Tiffany’s branding and a touch of personal creativity, making customers feel part of the experience.
By using the hashtag #BelieveInLove, users flooded social media with stylized, on-brand Valentine’s content - giving Tiffany’s a flood of user-generated marketing while making fans feel like they were taking home a little piece of the brand.
Similarly, "Dunkin’ Love" contests encouraged fans to engage by participating in Valentine’s-themed social media challenges. Dunkin’ asked followers to share their love for the brand - through photos, creative captions, or custom Valentine’s messages - and post them using a branded hashtag. Winners would get a year's worth of Dunkin goodies & $2500.
To amplify engagement, they featured fan submissions across multiple channels, from Instagram to Facebook Live, and even launched Snapchat Geofilters at select Dunkin’ locations. This cross-platform approach asked everyday customers to be brand ambassadors, flooding social media with Dunkin’-themed Valentine’s content while rewarding fans for their participation.
And people took Dunkin up on their offer! Even if your brand is small, it probably still means something special to somebody out there. Find a way to get people to tell you how.
I don't love Dunkin Donuts this much. But someone loves your brand like Rob & Olivia love Dunkin!
‘Secret admirer’ campaigns
Create anonymous appreciation messages where customers or employees can send positive notes to each other, displayed in-store or on screens. This works especially well for retail, hospitality, and workplaces, making customers and employees feel recognized and engaged.
Think about how The Body Shop’s #SendingAKiss contest encouraged engagement by asking followers to tag a friend and “send” a virtual kiss.
This type of campaign drives shares, increases visibility, and adds an emotional touch.
Valentine’s Day playlists & live music integration
Why just show Valentine’s content when you can make it sound like Valentine’s Day? Feature romantic song lyrics, love-themed playlists, or real-time “Now Playing” info on screens.
Encourage engagement with a “What’s your ultimate love song?” poll on social media.
Need some mood-setting playlists? Try these:
Live countdowns & real-time promotions
Restaurants, florists, and retailers: use live countdowns on screens or social media to highlight last-minute reservations, limited-time deals, flash discounts, or real-time product availability. FOMO works.
Interactive polls & social engagement
Turn passive viewers into active participants:
- “What’s the greatest rom-com of all time?” (Live poll results displayed.)
- “Valentine’s Day: Romantic dinner or cozy night in?” (Encourage participation.)
- “Tell us your worst Valentine’s fail.” (Pure gold for engagement and relatability.)
- “Pick a Valentine’s gift: Flowers, chocolates, or something unique?” (Drive product awareness.)
Some brands, like Google, have used storytelling-driven campaigns - such as tracking a love story entirely through search terms - to create emotionally engaging content.
Okay, so it's been a while since Google looked like that. But how do people use your brand in their lives? Answer that & you'll find a way to connect emotionally.
Meanwhile, brands like MeUndies have leveraged interactive polls to showcase customer-submitted Valentine’s-themed photos.
Surprise unlocks & digital scratch cards
Instead of just pushing deals, gamify the experience. Feature a daily surprise or special deal leading up to February 14.
Digital signage users can integrate QR codes to reveal exclusive Valentine’s promos, gifts, or messages, giving customers a reason to interact and engage.
Consider how Manscaped’s cheeky Valentine’s campaign leaned into humor and irreverence, using playful innuendos and unexpected messaging to grab attention.
Their Performance Package 4.0 was promoted with suggestive, tongue-in-cheek copy that made the campaign feel fun, bold, and shareable.
They could have taken it a step further by integrating this campaign into in-store digital signage. Picture a vibrant screen teasing customers with a 'Swipe Right for Savings' digital scratch card, where a flick of the finger could reveal anything from a cheeky 10% off to a “VIP grooming upgrade.” Or a 'Scan for a Surprise' QR code on signage leading to a mystery deal - maybe a free ball deodorizer, a discount on the Performance Package 4.0, or an exclusive entry into a “Date Night Ready” giveaway.
It’s fun, it’s interactive, and it keeps customers engaged while they shop (or overthink their Valentine’s gift choice).
Smart design choices that don’t scream “default template”
Once you've nailed down your content strategy and engagement tactics, the next step is making sure your visuals don’t feel like an afterthought. Design choices matter. Good design amplifies your message, while lazy design makes it easy to ignore.
Whether you’re crafting digital signage, social media graphics, or in-store displays, here are a few ideas to make your Valentine’s content stand out without looking like a stock template.
Color palettes that aren't red & pink
Here are some to consider:
- Soft pastels for elegance:
- Light Pink (#FADADD)
- Misty Rose (#FFE4E1)
- Lavender (#E6E6FA)
- Deep purples for sophistication:
- Indigo (#4B0082)
- Purple (#800080)
- Medium Purple (#9370DB)
- Neutrals with gold accents for a premium look:
- Gold (#D4AF37)
- Dark Goldenrod (#B8860B)
- Beige (#F5F5DC)
- Romantic modern tones:
- Blush (#FFC0CB)
- Mauve (#D8BFD8)
- Rosewood (#65000B)
- Minimalist chic:
- Charcoal (#36454F)
- Soft White (#FAF3E0)
- Metallic Rose Gold (#B76E79)
Typography with personality
Ditch the overly romantic scripts. Contrast modern sans-serifs with a touch of handwriting for warmth without sacrificing readability.
Here are some to try instead:
- Modern sans-serifs:
- Handwritten fonts for warmth:
- For a modern, playful look:
- Poppins with Amatic SC
- Raleway with Sacramento
Subtle motion & animation
Floating hearts? Okay, but...do better.
- Gentle fades: A soft transition between colors or images can create an elegant, romantic feel without being distracting. Think about a background that subtly shifts from warm pinks to soft purples, adding depth without overwhelming the message.
- Layered depth: Adding multiple layers of visuals - like foreground and background elements that move at different speeds - creates a sense of dimension. This technique works well for digital signage, making still images feel more dynamic.
- Parallax scrolling: This effect gives the illusion of movement by having different elements move at varying speeds as someone interacts with the display. On digital screens, it can create an immersive, eye-catching experience.
- Ken Burns effect: This is for digital signage users - a slow zoom and pan on still images can make even static visuals feel more alive, adding subtle motion to storytelling elements like customer love stories or heartfelt Valentine’s messages.
Making Valentine’s content work everywhere
Tailor your content for each channel:
- Digital signage: Keep it dynamic—real-time content (countdowns, UGC, polls) keeps screens fresh.
- Social media: Encourage viral participation (polls, challenges, UGC).
- Email marketing: Make it worth opening - see Really Good Emails’ Valentine’s collection for inspiration.
- In-store/physical spaces: Sync signage, print, and digital displays for a seamless experience.
💡 Want ready-to-go Valentine’s digital signage templates? Check out Fugo’s holiday-themed collection.
Designing for TV screens for the first time? Don't ignore our 10 commandments for on screen content 👇
Sarah Donahoo
Make them feel something, even for a second
A great Valentine’s campaign isn’t just another pink ad lost in the chaos. It’s something that makes people pause - whether to laugh, feel nostalgic, or even just nod in recognition. Give them something worth remembering.
And if nothing else, help them find a decent last-minute gift so they don’t end up in the doghouse.
