When it comes to total spending, Father\u2019s Day falls just under Mother\u2019s Day, but it\u2019s catching up. More and more people celebrate the holiday by treating not just Dads, but all father figures. <\/p>\n\n\n\n
Father\u2019s Day is on the third Sunday in June. If your Father\u2019s Day marketing plans aren\u2019t fully mapped out, there\u2019s still time to create a meaningful campaign.<\/p>\n\n\n\n
Why is Father\u2019s Day an important marketing opportunity?<\/p>\n\n\n\n
Father\u2019s Day is a big shopping holiday with deep emotional connections. To celebrate the father figures in their lives, shoppers are looking for unique and meaningful gifts\u2014and they\u2019re highly motivated to buy. <\/p>\n\n\n\n
With a strong Father\u2019s Day marketing strategy, brands can reach potential customers and create a lasting impression. Brands that connect with audiences during the holiday benefit in many ways.<\/p>\n\n\n\n
Father\u2019s Day spending is expected to hit $24 billion this year. According to an NRF survey<\/a>, about 76% of people will celebrate the holiday, and the average person will spend around $200. <\/p>\n\n\n\n Father\u2019s Day brings out a lot of emotions. When people buy gifts, they choose something that creates a special memory (37%) or is unique (46%). Because gift-giving is personal, it\u2019s perfect for emotional storytelling. Brands can partner with creators and build heartfelt and powerful campaigns by exploring questions like: <\/p>\n\n\n\n Influencers help brands feel personal and authentic. People are more open to gift ideas from creators they follow than from a brand. Instead of feeling like an ad, it\u2019s like getting a recommendation from a friend. <\/p>\n\n\n\n Partnering with influencers can increase your Father\u2019s Day marketing reach and impact. Although nearly half of Father\u2019s Day gifts are for dads and step-dads, NRF\u2019s survey shows people also shop for: <\/p>\n\n\n\n A diverse group of people buy and receive gifts. By partnering with diverse influencers, brands connect with a wide audience.<\/p>\n\n\n\n People are already in the market to buy a Father\u2019s Day gift, and there\u2019s a sense of urgency to get one before June 15. Brands can tap into this by highlighting in-store pickup or guaranteed delivery by Father\u2019s Day. <\/p>\n\n\n\n For last-minute shoppers, focus on convenience. Products they can get instantly like e-gift cards, subscriptions, or experiences are thoughtful and easy to buy.<\/p>\n\n\n\n When done right, a Father\u2019s Day campaign helps brands connect with customers on an emotional level. Brands reach new customer segments, build loyalty, and increase sales. To set your brand up for success this Father\u2019s Day (especially when partnering with creators), follow these best practices.<\/p>\n\n\n\n Running a Father\u2019s Day campaign doesn\u2019t mean only partnering with dad influencers. People buy gifts for grandfathers, uncles, brothers, mentors, and other father figures. <\/p>\n\n\n\n Partnering with a mix of creators reflects the different ways people celebrate Father\u2019s Day and increases overall reach.<\/p>\n\n\n\n Get even more creative by partnering with creators in niches that overlap with your brand and audience. <\/p>\n\n\n\n Everyone\u2019s family situation is different. While some happily celebrate Mother\u2019s Day and Father\u2019s Day, others avoid it due to grief, trauma, or other personal reasons. <\/p>\n\n\n\n In recent years, brands started acknowledging customers\u2019 mixed feelings\u2014mostly by emailing them with options to opt-out. <\/p>\n\n\n\n Online florist Bloom & Wild sparked the trend in 2019. The shop made headlines for allowing customers to opt out of Mother\u2019s Day marketing. At the time, people praised the brand for its novel and thoughtful gesture. <\/p>\n\n\n\n But, countless brands have jumped on the bandwagon since then. Now that everyone is doing it, the gesture doesn\u2019t feel as genuine or personal. Sending opt-out emails may be well-intentioned. However, more customers are overwhelmed and even annoyed by them, especially since a flood of opt-out emails hit their inboxes all at once. <\/p>\n\n\n\n You can still be empathetic and inclusive in your Father\u2019s Day marketing, without opt-out emails. Here are a few ideas: <\/p>\n\n\n\n April to early May is a good time to look for influencers for your Father\u2019s Day campaigns. Ideally, by May, you\u2019ll have a solid list of influencers that match your audience and campaign goals.<\/p>\n\n\n\n Planning ahead will also make it easier to find the right creators and align on the content and creative. Here\u2019s a general schedule to help you stay on track for your next Father\u2019s Day influencer campaign. <\/p>\n\n\n\n Not limiting your posts to the week of Father\u2019s Day helps catch early shoppers and gives you room to optimize. Analyze engagement on early posts and tweak messaging or creative if it could lead to better results.<\/p>\n\n\n\n Depending on the scale of your campaign and how many people (like your legal team) need to review and approve materials, you may plan earlier. <\/p>\n\n\n\n People tend to engage more with influencer content than paid ads or branded posts. Influencer whitelisting<\/a> combines the best of both worlds. <\/p>\n\n\n\n With it, brands license to use and run paid ads through an influencer\u2019s social media handle. Ads show up under the influencer\u2019s name, not the brand. So, they don\u2019t feel as intrusive and look almost like regular organic content.<\/p>\n\n\n\n Influencer whitelisting is perfect for Father\u2019s Day gift guides and other influencer content. You get higher engagement because it\u2019s shared with a creator\u2019s followers. It also feels more like a personal recommendation than an ad.<\/p>\n\n\n\n However, brands can still track clicks, conversions, and other performance metrics like they would for any ad. <\/p>\n\n\n\n Brands have a unique opportunity to connect emotionally with customers through Father\u2019s Day campaigns. If you\u2019re looking for Father\u2019s Day marketing campaign ideas, here are a few brands to get inspired.<\/p>\n\n\n\n2. It\u2019s ripe for emotional storytelling<\/h3>\n\n\n\n
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3. It\u2019s perfect for authentic influencer marketing<\/h3>\n\n\n\n
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4. It creates urgency <\/h3>\n\n\n\n
Best practices for a winning Father\u2019s Day campaign strategy with creators<\/h2>\n\n\n\n
1. Partner with many creators\u2014not just dads<\/h3>\n\n\n\n
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2. Be sensitive and inclusive<\/h3>\n\n\n\n
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3. Plan early and adjust<\/h3>\n\n\n\n
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4. Blend influencer marketing and paid ads (influencer whitelisting)<\/h3>\n\n\n\n
Father\u2019s Day marketing campaign ideas to guide your strategy<\/h2>\n\n\n\n
1. B\u00e9is<\/h3>\n\n\n\n