National Hug Day, National Puppy Day, National Smile Day – there are so many holidays that it seems like we’re celebrating something new every day. But, the old favorites are still around and going strong. And on June 19th of this year, 76 percent of Americas are planning to celebrate all things “Dad” for Father’s Day 2022.
Holidays are great marketing opportunities waiting to happen, and Father’s Day is no exception. You’ll see a wide range of campaigns across social media, many of them featuring famous, celebrity dads. But, if your budget won’t quite stretch to include a cameo by famous dads like Kevin Hart or Cristiano Ronaldo, you can always harness the power of the growing army of dad influencers.
There may be more options available to you than you first thought when it comes to running a super-successful Father’s Day influencer marketing campaign.
Tips for Finding the Right Creators for Your Father’s Day Campaign
Like any holiday, Father’s Day has a few products we typically associate with the holiday. Brands that happen to sell ties, golf clubs, and gift cards for The Home Depot will probably find it easier to market their wares during this time of year.
But, you don’t have to be a father-focused brand to see the benefit of a Father’s Day campaign. Using some creative strategies, the right influencers, and solid strategies, practically any brand can see some amazing results from running a campaign that pays homage to dads everywhere.
A Father’s Day influencer marketing campaign will help your brand if you can personalize it to your needs, goals, and the desires of your target audience.
With any influencer marketing campaign, choosing the right influencers is essential. The influencer you select can literally make or break your campaign.
More than follower count, metrics like engagement rates, legitimacy of their followers, post quality, partnership history, products mentioned, product prices, and audience all make huge impacts on their online success.
YOUTUBE CREATORS ARE IDEAL
Hilarious dad content is great. Historically, the parenting blog world has been largely made up of women, with an astounding 97% of bloggers in this niche being the typical and the not-so-typical mommy bloggers. But, daddy bloggers are out there, and they’re growing in influence.
According to the Economic Policy Institute, childcare is more expensive than college in 33 states and the District of Columbia. So, many fathers are opting to stay home with their kids rather than to shell out thousands of dollars a year per child on childcare.
The rise in the number of stay-at-home dads has, no doubt, played a key role in the rise of daddy bloggers. The daddy equivalent of sites like Mumsnet (a popular UK-based parenting website) and Parents.com have been popping up all over the web as a way for dads to give and take advice from one another, and break the traditional mold of stoic, workaholic dads.
Without getting too deep into the sociological side of things (that’s not why we’re here, right?), the way we perceive stay-at-home dads, and the roles of men in general, has changed dramatically over the years. This shift has fueled the fire for daddy bloggers to show up in the blogosphere in droves.
YouTube creator Dude Dad has a pretty sizable following with more than 472,000 subscribers on YouTube. He isn’t necessarily a blogger, but he creates amazing dad-centered content that incorporates family, fun, humor, doing stuff, building stuff, hot wife stuff, and lots and lots of cool dad swag. And there’s a fair share of sponsored content in his videos.
Partnering with a creator like this provides brands with tons of opportunities to embed their products into some pretty entertaining and creative concepts. Like the time he built his kids a carnival ride. Or the Average Dad MTV Cribs episode
MOMMY BLOGGERS ARE GREAT FOR THIS
Even though we just sang the praises of daddy bloggers, they’re not always as popular as their female counterparts. So, if you’re looking for a bigger reach and more options for influencer selection, mommy bloggers may make more sense for your Father’s Day campaign.
A mommy blogger can be a real powerhouse for your brand, because most mommy blogs focus on more than parenting. They cover a wide range of topics that will interest their readers – making them perfect for a wide range of brands to utilize for father’s day. Pinterest is packed with pins that link to blog content from mommy bloggers about Father’s Day gift ideas.
CONSIDER PARTNERING WITH KID INFLUENCERS
Social media kid influencers and young creators drive much of what is available for kids to watch on streaming platforms. With the average school-age kid under 11 years old spending between 4 and 6 hours a day watching TV, smartphones tablets and other devices, purchases for and by kids are heavily influenced by the influencers they watch.
That said, kid influencers can be instrumental in the ideation process. You may know Ryan Kaji, the YouTuber whose mom began filming him playing with toys when he was just four years old. Today, Ryan is the face of a family-owned media company that creates family-friendly content for YouTube. But the kid also has a toy empire.
The video below was created a few years ago as a Father’s Day prank on Ryan’s dad. Ryan essentially taped a balloon inside a cake pan and iced it so that it looked like a cake. When Ryan’s dad cut into his Father’s Day cake, the iced balloon popped. It was cute. It was funny. And it featured lots of items you don’t typically associate with Father’s Day such as a balloon, painter’s tape, tons of pink Pillsbury cake icing, sprinkles, and Jet Puff Marshmallows.
The mom and son duo eventually made real cupcakes for Dad and presented but don’t you wonder how that idea may have sparked other outside-the-box Father’s Day ideas for other school-age pranksters?
INFLUENCERS IN OTHER NICHES
Think of it this way: No father is just a father. Most dads have other interests. They are football fans, outdoorsmen, scholars, crafters, community activists, writers, the list goes on. Father’s Day celebrates the multi-faceted men on the planet who happen to also have children. So, it’s wise to widen your net, so to speak, by thinking beyond fatherhood.
You may want to choose to work with an influencer who is in your brand’s niche, rather than in the parenting niche. A lot of people will be shopping for Father’s Day gifts, whether that means finding funny photos to share with Dad, or even recalling warming stories that tug at the heartstrings. Partner with influencers who can help you craft Father’s Day campaigns that focus on manhood, not necessarily fatherhood.
Choosing Your Audience
An important factor in creating any successful influencer marketing campaign is first determining your target audience. Without a specific audience in mind, your campaign will have no direction, and will most likely fizzle out without any real results. For Father’s Day 2022:
- 84 percent of 18 to 24-year-olds plan to celebrate Father’s Day and spend an average of $213.24 per person
- 88 percent of 25 to 34-year-olds plan to celebrate Father’s Day and spend an average of $248.98 per person
- 89 percent of 35 to 44-year-olds plan to celebrate Father’s Day and spend an average of $245.16 per person
- 78 percent of 45 to 54-year-olds plan to celebrate Father’s Day and spend an average of $142.89 per person
- 66 percent of 55 to 64-year-olds plan to celebrate Father’s Day and spend an average of $118.17 per person
- 56 percent of those 65+ plan to celebrate Father’s Day and spend an average of $91.80 per person
So, if you’re targeting people who are shopping for their fathers vs those who are shopping for their husbands, it’s also important to know which age group they fall into, how much they intend to spend per persona and where they hang out online.
MARKETING DIRECTLY TO FATHERS
Marketing directly to fathers is can be as simple as finding ways to bolster their confidence, boost them up, and make them feel appreciated because sometimes, flattery will get you everywhere. The line between flattery and love gets sort of blurred around the holidays anyway.
Influencers who are fathers can talk about their own fathers, or about the challenges and the wins of being a father in a branded message. This is a good way to link your campaign to the holiday and tug on those heart strings to keep your brand top-of-mind without having to figure out a way to place your product in the shot.
PITCHING GIFTS FOR FATHERS
Probably the easiest route to take for most product-based brands is to target people who want to buy gifts for their fathers.
You’ll really need to flex your creative muscles if this is your target audience. Most brands will shoot for this angle, so you need to do something to stand out from the crowd. With people-centric holidays like this, you want to be sure to make your marketing emotional.
You don’t have to make people cry, but giving personality and feeling to your campaign will help attract the right kind of attention. And, the best way to do that? Influencer marketing, of course!
One thing you will need to bear in mind though is that not everyone has a father. Whether they live with a single mom, two moms, grandparents, no parents, or any other kind of family structure – not everyone out there will be celebrating this holiday.
And those that do celebrate may not be celebrating in the traditional manner. If you aim your marketing at this audience, you’ll have to be a little more creative. But, it does mean your market will be less saturated.
A Few Things to Consider for Your Father’s Day Influencer Campaign
Whether your campaign happens before or on that day depends on what you’re selling. If you’re marketing directly to dads, it’s good to note that one third of dads say they’re okay with getting gift cards and buying their own Father’s Day gifts after the holiday.
If you’re targeting your Father’s Day influencer marketing campaign at gift-givers, then waiting until the big day will not work in your favor. Many stores and consumer-focused brands will begin to advertise their Father’s Day sales a few weeks before the actual holiday. Using this kind of timescale means your campaign has more time to get visitors into your store.
This strategy works extremely well when paired with some solid email marketing. Sending out reminders for the holiday is a great way to keep your brand’s name at the forefront of people’s minds. This kind of reminder can also be really effective on social media. Get creative with your posts by having staff share memories of their fathers, or talk about what they’re getting their dads as presents.
If you’re not offering up the kind of product that would work as a Father’s Day gift, launching your campaign closer to the actual holiday. To make the most out of this, we have a few top tips to help.
- Use a holiday-specific hashtag. You want to make sure your content gets seen among all the tributes and throwbacks that people post of their own dads. So, you need to make sure you’re using the best hashtags possible. Including the popular #FathersDay hashtag will help to boost your reach. Pairing your hashtag with a brand-specific hashtag will help to further refine your audience.
- Encourage audience participation. People love sharing their happy memories on social media, and days like Father’s Day are the perfect opportunity for them to do so. Ask your followers to share photos, stories and anecdotes using your brand specific hashtag, and keep the conversation flowing throughout the day.
- Work with live video. With all the gifts being opened, this is a perfect chance to make the most out of some live video. Give people a peek behind the curtain with some gift unwrapping, or show them what your team is up to and how they’re making Father’s Day special for all the dads.
- Stand out from the crowd. The best way to market your brand on Father’s Day successfully is to stand out. The more individual your campaign, the more people are going to remember it. So, use this opportunity to try something new and take some risks. You might just see some amazing payoff.
CREATING THE CREATIVE
It goes without saying that you should plan to be smart about targeting your audience (and especially segments of your audience), and be creative when it comes to developing campaigns and content for your Father’s Day campaigns. Unlike Mother’s Day, Father’s Day isn’t as heavily marketed, which provides a fantastic opportunity for the brands that do invest in marketing to stand out.
People don’t want to see ads
The age of the ad is long gone. We talked a bit in this post on marketing to Millennial men about the prevalence of ad blockers among high-income Millennials. Traditional advertising has died a quiet death, and as users get access to better tools to curate and customize the content they want to see, fewer and fewer ads will be shown.
Trust me. You don’t want your post to look like an ad. You want to look like an awesome piece of organic content, posted with care and awesomeness to your influencer’s feed.
Make sure that your influencer marketing campaign keeps things personal if you want it to succeed. Don’t fall into the advertisement trap – keep things original, fun, and individualized.
Personal wins every time
Using an influencer to help bolster your marketing efforts around Father’s Day helps to give your campaign a personal touch. Consumers prefer knowing that a product has been recommended by an individual – even if it’s someone they don’t know – over an ad from a brand. This Father’s Day, crafting a highly personal campaign can do wonders for your brand.