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For those who observe, Memorial Day represents different things to different people. For many, it is a holiday to honor the lives of those who have passed in the US military. Although it is a somber occasion, it emphasizes respect, pride, and appreciation. At the same time, Memorial Day also marks the beginning of summer. Many people usually celebrate this, complete with sizzling burgers and sunny beach days. These two meanings of Memorial Day are not necessarily in conflict with one another. However, there is a fine line to walk for brands when planning Memorial Day marketing. Knowing whether to remain somber and reflective or celebratory and grateful can be tricky.
Read on to learn from some of the best Memorial Day Marketing Campaigns so that you can plan for a successful campaign.
The Best Memorial Day Marketing Campaigns
Some brands will want to take advantage of the beginning-of-summer vibes of Memorial Day. For many, the end-of-May weather offers a chance for a barbecue and a dip in the pool. Many folks see a day off work as worth celebrating on its own. People may also be seeing family or traveling over the long weekend. Brands that cater to this demographic – traveling, summer fun, and quality family time – may want to lean into those ideas in their Memorial Day marketing.
Fun-in-the-Sun Campaigns
Clothing brand Old Navy certainly leans into the family fun in the sun. Every year, Old Navy offers a sale of nearly 50% off everything in-store and online. For Old Navy, Memorial Day weekend is the time to stock up on summer bathing suits, flip-flops, cover-ups, and more.
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When going the fun-in-the-sun route, Old Navy doesn’t forget the unique American patriotism of the holiday. They are sure to show their models in red, white, and blue and feature the American flag in their visuals. In this way, they don’t forget the patriotic aspect of the holiday. Even if Old Navy is not necessarily addressing remembrance, they’re still referencing patriotism.
If you’re leaning into the summer fun of Memorial Day weekend, then it also might be the perfect weekend for a fun collaboration or product giveaway. On Memorial Day weekend last year, PetCo collaborated with Ollie for a giveaway. Although they didn’t explicitly mention Memorial Day, the campaign had all the markers of a beginning-of-summer celebration. Timing it for Memorial Day weekend ensured that they captured the attention of happy people on their day off, who are more than likely ready to shop their products or try their luck in a giveaway.
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Another example of this is when Target launched a summer-like collaboration with LaurDIY last Memorial Day weekend. Although they did not explicitly mention Memorial Day they certainly embraced summery long-weekend vibes in their campaign.
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Military-Inspired Campaigns
If your brand works closely with the military or serves those in a military demographic, you may want to take this approach to your messaging and offers. Many brands find success in their Memorial Day marketing by offering a veteran discount. In your messaging, it is important to remember that Memorial Day is specifically for those who have served and have since passed on, whereas Veterans Day is for celebrating the veterans who remain with us.
Still, offering veterans a discount is a respectful and appreciative action even on Memorial Day. Brands that offer Memorial Day veterans discounts while avoiding mixing it up with Veterans Day are the brands that truly get Memorial Day marketing right. And besides, who would pass up a special discount on their favorite products?
Under Armour does this well, offering veterans, active duty service members, retirees, military spouses, and family members up to 50% off in recognition of Memorial Day. Lowes, Coleman, Bass Pro Shops, Home Depot, and more do the same in honor of Memorial Day and Military Appreciation Month.
These brands also feature their employees who have served in the military, as well as military spouses, on their social media. These features are usually in the name of Military Appreciation Month, as opposed to Memorial Day strictly. Supporting the military is also more generally part of their brand, so it fits in with the rest of their messaging.
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Last year, Bass Pro Shops pulled off a balance between flashy Memorial Day messaging and respect for those who served. They collaborated with Richard Childress Racing Team to showcase a red, white, and blue racing car promoting Bass Pro Shops Military discount. This creative campaign perfectly balanced celebrating the summer weekend with respect for the actual holiday. They captioned the post with the classic American saying, “Land of the free, because of the brave.”
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Day-Of Memorial Day Messaging
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If you’re looking to post a day-of message for your Memorial Day marketing, be sure to keep it simple. Avoid saying “Happy Memorial Day,” as the holiday is a day of remembrance of the deceased who have served in the military. Memorial Day should be treated with reverence and respect. Save the happy well-wishing for the 4th of July and other lighter holidays, and focus on messaging that invokes honor and respect for those on the last Monday of May.
Conclusion: Deciding What’s Best for Your Brand
The decision on how to best go about your Memorial Day marketing campaigns should ultimately be up to your brand, its image, and its values. Some brands don’t necessarily use Memorial Day for marketing purposes. Instead, they may choose to launch exciting products on Memorial Day or during the weekend since they know consumers will be home from work, enjoying the weekend, and likely doing some shopping. Other brands may want to show more outward respect to those who have served, using somber messaging and patriotic images. Factor in your brand’s audience and what they might expect to see when deciding on your Memorial Day marketing campaigns.
