Today, Labor Day is synonymous with bbqs, beach parties, and bonfires — but the historical significance of the holiday stretches far beyond a three-day party weekend.

Celebrated on the first Monday in September, Labor Day was established to honor and recognize the American labor movement and the contributions of laborers to the development and achievements of the United States. Through the years, it has evolved into the unofficial end to the summer season.

While no one is meant to work on labor day - although the irony is apparent - brands make it a point to create and capture witty and appropriate content when planning their marketing campaigns for the long weekend.

In this article, we explore some of the top consumer brands and how they’ve laid out their content campaigns to engage with their consumers and celebrate the national holiday.

THE SERIOUS APPROACH

There are certainly brands with more “official” messaging that choose to take a more serious approach to Labor Day marketing. However, these brands are subtle when they do decide to flex their spirited side. Typically this approach highlights the brands appreciation of the holiday and its historical context. One brand successful at that is Frontier Airlines.

While the onset of Covid-19 has decreased Americans' rate of travel over the past 6 months, Labor Day weekend is typically seen as one of the largest travel holidays in the country. To get in front of consumers hit hard by cabin fever and a lack of change to their scenery, Frontier has been strategic in their messaging well in advance of the holiday.

Promoting flights starting at $29, Frontier is trying to capture the attention of those who might high-tail it out of town to visit family or friends over this three-day weekend and reel in new customers with this exclusive discount.

The most important part of the email is the unique but on brand imagery used in the body of the creative. Frontier is a brand known for featuring wildlife on all their marketing collateral and this placement of an American Eagle is certainly powerful and appropriate. Likely to symbolize the spirit of America, it’s also a subtle nod to the Aviation Union as millions of Americans celebrate the Labor Day holiday.

Perhaps it’s also a subliminal message meant to encourage their subscribers to “swoop” into their Labor Day savings. Regardless, Frontier seamlessly integrates iconic imagery with branded messaging that creates a strategic segway for the airline to try to end the summer season with a bang and set the stage for future fall and winter promotions.

THE PLAYFUL APPROACH

Not all companies have very formal messaging but there is still a way to acknowledge the holiday and remain true to your brand with more colorful copy. With this approach, be mindful of the origins of the holiday and try to find a sound connection. Let’s consider the strategy from The Muse.

For sure, they get it! The Muse is an employment agency that nailed their appropriate and light-hearted message to their community. The subject line of their Labor Day campaign - while nothing groundbreaking - starts with a friendly reminder that the holiday weekend is fast approaching.

The body of the email is what’s most important. The Muse did a great job of subtly promoting their recent career articles in a way that encourages readers to take the “labor” out of their Labor Day. Not to mention it includes the gang from Seinfeld celebrating what seems to be a day off spent together (again). Making content humorous and approachable is the key to successful content campaigns which help to build brand loyalty and boost consumer engagement.

THE HYBRID APPROACH

Although sometimes difficult to stay on brand, some companies have found a way to incorporate both a serious and lighthearted approach to their content marketing. One brand who has found that happy medium is PetSmart.

Make no mistake, this holiday isn’t only for us but our furry friends too! PetSmart does a great job at pulling on the heartstrings of animal lovers while simultaneously being playful with their tactful marketing approach.

The campaign is strategic in messaging offering both in-store savings and online exclusives as well as choice of colors and calls to action. The use of patriotic red, white, and blue colors throughout the email in addition to a playful image of an American bulldog really drives home the holiday themed message of celebration and no doubt helped contribute to an increase in #dtc sales.

CONCLUSION

For social marketers, it’s important to consider which types of campaigns are most effective for your brand. Labor Day weekend lends itself to increased opportunities for companies to capitalize on end of season sales as well as promote a day that is all about “dolce far niente” - the sweetness of doing nothing!