Father’s Day is when everyone marks their calendar to make time with their dads. Brands are also scrambling to get their social media campaigns ready for Dads. In anticipation, and to celebrate it in our way, let’s look at the best Father’s Day social media marketing campaigns of the past.
For many dads, finding out that they are going to be fathers for the first time is their most emotional moment. For its 2015 campaign, Dove Men+Care decided to pay tribute to this moment by releasing a video titled “First Fatherhood Moments”.
The video highlighted the surprised and excited reactions of first-time fathers as they found out the joyous news. The video is part of Dove’s wider #RealStrength campaign which aimed to showcase the lesser known side of men.
Dove’s video has since gathered more than 17.8 million views on YouTube, and was positively received online.
— Jenn Worden (@SJBlahBlahBlog) June 24, 2015
The ad campaign also showed the effectiveness of collating user-created content to connect with the audience.
Another great moment for any father is when their child makes a significant achievement, such as excelling in sports. This was the running theme the NFL used for its 2016 Father’s Day campaign. In a special video created by the league, the fathers of that year’s draft picks got to watch the announcements for the first time.
The video also had the fathers giving short advice to their sons on their new careers.
The video, which has been viewed more than 100,000 times, is part of the NFL’s annual Father’s Day celebrations, which featured fans and their fathers enjoying the game. NFL player-fathers also got their own treat with an adorable video of their kids giving them messages.
While not all people are curious about celebrities’ personal lives, how they interact with their children does draw a lot of interest. Time Magazine gave its readers a peek on that topic with its “Letters from Dad” feature. The series of letters were penned by well-known celebrity fathers to their children.
While the letters were published on Time’s website, the magazine also relied heavily on social media:
— TIME (@TIME) June 15, 2015
The letters proved a hit on Twitter, creating a lot of conversations:
— IG:@lifeofqbee (@Pinkbee_) June 21, 2015
— KP (@__HelloKelly__) June 20, 2015
— Number Won (@TheTrophyLife) June 19, 2015
Being away from their families for a long time can be a very emotional experience for any father. For its 2014 Father’s Day campaign, Canadian airline WestJet teamed up with the Ronald McDonald House Charities to help a firefighter visit his family, particularly his sick child.
The video was effective in tugging the heartstrings of viewers, attracting more than a million views. It also helped strengthen WestJet’s brand image as a carrier that does the best for its customers.
According to current statistics, there are more than 2.7 million kids across America that have at least one parent in prison. This can lead to significant emotional distress for both parents and children. To help connect kids with their incarcerated fathers, Google and several other groups launched the “Love Letters” campaign in 2016. Love Letters aims to help these kids send letters to their dads.
The campaign was promoted by a video uploaded by the Health Happens Here Youtube channel, which was one of the participating groups. While the video itself received modest viewership, the campaign itself was able to raise public awareness to the plight of these children.
— Angela Yee (@angelayee) June 17, 2016
When it comes to creating social media marketing campaigns for annual celebrations like Father’s Day, brands are often pressed to create new ones each year. But there are those, like department store chain Sears, who stick to one campaign like a tradition. In their case, Sears has its #GrillingIsHappiness campaign.
— Sears (@Sears) June 10, 2013
Q1: Father’s Day can include a lot of people that need to be celebrated! How many people do you shop for each year? #GrillingIsHappiness
— Sears (@Sears) June 13, 2013
This campaign was for Sears’ Twitter followers to share their plans for the occasion, as well as their own grilling tips, during a live chat session.
— VB_Golfer (@VB_Golfer) June 13, 2013
— Cathy Cody (@catcody1) June 13, 2013
The #GrillingIsHappiness campaign is actually their year-long campaign that brings its community of followers together with its team of grilling specialists. By repurposing it for a specific occasion like Father’s Day, Sears was able to generate more recall for the campaign.
You will likely notice how many dads often can’t seem to let go of jeans that they got during their younger years. Combat Gentleman made this a focal point for their #ByeByeDadJeans Father’s Day contest in 2014:
— Combatant Gentlemen (@CombatGent) June 4, 2014
The mechanics of the contest were simple: participants shared photos of terrible dad jeans they have seen on Twitter, Instagram, and Facebook.
— Joe Peralta (@joeandgarnett) June 7, 2014
— Connor Rickman (@NarrativeBiz) June 7, 2014
The entry with the worst pair of dad jeans got to take home three pairs of new jeans for their dad.
Adweek noted that what made Combatant Gentleman’s campaign a success was its effective use of a time-sensitive component, which attracted more attention. The company has done similar campaigns, allowing them to generate a large amount of brand recognition.
With it being one of the most popular spectator sports for dads, NASCAR always has something ready for them during Father’s Day. For 2014, the racing body launched its #NASCARwithDAD social media campaign.
Want to win a ride in the @GoodyearBlimp?
— NASCAR (@NASCAR) May 13, 2014
The campaign encourages fans to share their fondest memories with their dads on the track.
— Brian Bell (@lungboy) June 15, 2014
— Ricky Walden (@RickyBobby222) June 15, 2014
The best entries won prizes provided by race sponsors, including a chance to ride the famous Goodyear blimp over Michigan International Speedway.
The ever-familiar Dad joke can be both annoying and endearing at the same time. This is why consumer appliances store chain hhgregg decided to make it the main focus of their 2015 campaign.
The brand encouraged its audience to share some of the funniest jokes they have heard from their fathers using the hashtag #JokesFromDad:
— hhgregg (@hhgregg) June 17, 2015
— Steve Hall (@stevehall) June 11, 2015
The store chain also created a short video for the campaign, which featured kids dressed as adults delivering some of the most hilarious dad jokes:
— hhgregg (@hhgregg) June 12, 2015
According to hhgregg’s Digital Marketing Manager Andrew Vitale, the campaign lets them put a different spin on the occasion. Vitale added that dad jokes have become a part of daily family life that they want to celebrate.
Going through the mad rush of last-minute shoppers trying to find that perfect Father’s Day gift can be a hassle. Luckily, major stores have become well aware of that and now provide customers with easier shopping options right on social media.
One of the earliest to offer these shopping options for the occasion was Marks and Spencer. In 2011, M&S opened a one-time digital store on Facebook that let visitors make their purchases right from there.
The store itself was powered by e-commerce company Zibaba. It featured the ability to checkout within Facebook, as well as do Group deals. The Facebook store leveraged the then 300,000-strong following Marks and Spencer had on the social media site.
Oreo’s branch in India decided to go with the gift-giving route for its 2013 Father’s Day campaign. Instead of regular gifts the brand sought to grant the wishes of its Facebook and Twitter followers.
Users went to a dedicated Facebook app where they entered their wishes for dad. The brand then picked 10 lucky wishes to fulfills.
The simple campaign proved to be a success for Oreo. They were able to get more than 30,000 interactions and over a million impressions from it. Oreo also noted that the wishes they received ranged from simple to odd, but they were still able to grant those of the lucky winners.
Sometimes, the best Father’s Day gift is something that will catch dad by surprise. That was the very essence of Aircel’s “Dad I’m in an ad” campaign for 2013.
All the participants have to do was upload their pictures on Aircel’s Facebook page and get ten likes. The list of entries would then be shortlisted to five boys and girls, with the ultimate winner getting the chance to star in one of the company’s ads.
Father’s Day is one of the many yearly occasions that brands can take advantage of to attract a larger audience on social media. To successfully do that, you should plan out your social media marketing campaign:
A key area to focus on is managing a twitter campaign, as well as knowing how to properly manage your hashtag marketing.