Love Letters to the Best Marketing Moves of the Month: Feb Favourites

(image taken from https://www.buildhollywood.co.uk/work/estrid-2/)

So, here we are again with another monthly marketing favoruites list for 2025 from your average 20 something year old with a passion for all things marketing.

The month of love was filled with some absolutely great marketing from some of my personal favourite brands. Here's a list of some that topped the cake for me:

1. IKEA 'u up' campaign

   
   

   

   
   

This one isn’t a Valentine’s Day campaign, but it definitely stopped me in my tracks with its sheer genius. IKEA and Rethink slid into people’s DMs in the middle of the night, and if they responded, they scored a discount on a better mattress.

As someone who loves their sleep, I must’ve missed the memo, but this campaign is brilliant. It’s a perfect example of how timing matters in marketing. If you’re up late scrolling, chances are your bed isn’t as comfortable as it could be… and IKEA knew just how to capitalise on that insight.

2. Estrid's Embody Confidence Campaign in London

   
   

   

   
   

Spotted across billboards all over London, Estrid’s Embody Confidence campaign was impossible to ignore. It sparked conversations around beauty, identity, and topics that some still consider taboo.

By challenging an industry that constantly censors real bodies and real issues, Estrid delivered a powerful message, one that empowers and inspires consumers to embrace confidence in their own skin, and I adore the self-love aspect of this message.

3. Domino's 'Eau de Passion' perfume launch

   
   

   

   
   

Sounds crazy, right? But this Valentine’s Day, Domino’s took an unexpected turn by launching a limited-edition perfume inspired by the irresistible scent of pepperoni pizza.

Blurring the lines between food and fragrance, Eau de Passion was a playful and unconventional way to capture the love people have for pizza...literally. Whether it was a cheeky Valentine’s gift, or just a fun marketing stunt, Domino’s managed to grab attention and spark conversation across all media, and whether you're single or in a relationship, you definetly thought of their catchy slogan soon after seeing it (Domino-oo-oo).

February delivered some truly standout campaigns, whether it was IKEA’s perfectly timed midnight DMs, Estrid’s bold challenge to beauty standards, or Domino’s playful dive into the world of fragrance.

Each of these brands found a way to connect with their audience in a fresh, memorable way, proving yet again that creativity and timing are everything in marketing. As we move into the next month, I can’t wait to see what other brands have up their sleeves. Leave in the comments what your favourite valentines campaign was, my favourite of course had to be food related, or it would'nt be accurate.