Tonic Worldwide arm reveals actionable consumer insights for V-Day

17 Feb,2020

By A Correspondent


Gipsi, the AI + HI division of Tonic Worldwide, has released a report highlighting actionable insights from the digital data universe basis a comparative trend over the last three years for Valentine’s Day.


Key highlights from the report:

According to the report, women are taking the lead in gifting their partners. Compared to 2018 where searches for ‘gifting for him’ were 50 per cent vs searches for ‘Gifting for her’, 2019 saw the search volumes grow to 55 per cent exceeding searches for ‘Gifting for her’ which dropped to 45 per cent. The growth continues this year. While brands have been targeting women for gifting men, we will see an increase in spends for targeting women.

Searches for ‘Valentine’s Day ideas’ has declined by 21 per cent from 2017 to 2019. However, there was an increase of 26 per cent in Valentine’s day events from 2017 to 2019, whereas, Valentine travel and destination was buzzing with a 33 per cent rise in 2019 searches for travel offers and deals around the special day.

There was also a 67 per cent rise in searches for eco-friendly gifting options from 2017 to 2019, which is expected to grow by 30 per cent this year. In social conversations love for each other is expressed through love for green.

An increase in gay valentine searches by 29 per cent from 2017-2019 shows that there is high awareness around the LGBTQ community, and it is likely to be higher this year. There is a significant chatter around the LGBTQ proud and out expressing their wishes for the V-Day

Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “Brands are constantly struggling today on making actionable implications from data.. With our Valentine day snapshot, we attempt showcasing how simple data points can change perspectives and focus areas for brand, business and communication.”

Added Anjali Malthankar, National Strategy Director, Tonic Worldwide: “Gipsi is agile and adapts to multiple data points. It identifies the under currents and also validates them through various data points. The biggest insight for 2020 Valentine for me is that Valentine is being used for larger purposes – Green, LGBTQ, spreading love to fight Social media’s toxic sentiment. This in my mind is a rise of Valentine’s day in our country where it was seen as a western concept and had become a target for political agendas.”



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