OTB takes a look at our favourite marketing campaigns this Father’s Day
In case you forgot, this Sunday 21st June is Father’s Day! If you haven’t already, now’s the time to get shopping, card writing and present wrapping. The frenzy that surrounds Mother’s Day advertising is never quite replicated when it comes to Father’s Day. But, over the years a number of companies have created some memorable marketing campaigns for dad’s events. It helps them to drive sales and brand recognition as the summer season gets well under way. This week OTB takes a look at our favourite advertising campaigns of recent years…
Not On The High Street
Online shopping website and one-stop-shop for handmade and personalised gifts notonthehighstreet.com are set to grow. They launched their ‘biggest ever’ marketing campaign this year. It used the brand message of something for ‘each and every kind’ of dad. The company used an integrated marketing approach which blends traditional TV and press advertising with social media engagement opportunities. Not on the High Street have created a simple, feel good campaign for the occasion which was aptly entitled ‘Here’s to Dads’.
They encouraged dads to share their Father’s Day moments with the world using the hashtag #dadventures. In doing so, Not on the High Street have succeeded in creating a campaign which drives engagement and user-generated content. This is marketing gold for any retailer large or small!
According to an article by The Drum, Not on the High Street’s marketing director Ben Carter said “Father’s Day is a very big gifting occasion for us […] the campaign represents the very essence of what is magical about the relationships dads have with their children and the magical moments created by dads in households across the country. Here’s to the dads!”
Dove are renowned for their innovative marketing campaigns and often go viral. Their iconic 2013 ’Real Beauty Sketches’ video, which now boasts an close to an impressive 66 million views on YouTube. It is perhaps not surprising that last year Dove turned their attention to designing a captivating Father’s Day campaign entitled ‘Calls for Dads’.
The short video shows 28 Fathers in a series of short clips depicting every-day situations between dads and their children. It asks ‘for all the times they’ve answered our call, isn’t it time we celebrate dads?’, and is simple and moving in equal measure. Dove Men succeeded in creating another winning campaign in line with the brand’s iconic story-telling. The campaign didn’t quite generate the same media frenzy as some of Dove’s previous advertisements, but it added to their ethos. The campaign continued to promote Dove’s positive brand image and spirit of creativity when it comes to marketing.
If Unilever created a Father’s Day gem with their Dove advert, P&G’s Father’s Day success came in the form of Oral B. As Go Digital Marketing pointed out, dental care may not necessarily scream perfect Father’s Day gift. But, Oral B’s ‘The Power of Dad’ campaign uses YouTube-based user generated content of ‘real’ dads blended together to create an authentic, powerful advert. They really captures the spirit of the celebration.
They use a number of different videos in the series and the tag line ‘Every step of the way, Dad’s had a smile for you’. Oral B proved that simplicity can work best when it comes to creating emotional advertising to connect products with customers.
Whatever you do to celebrate Father’s Day this Sunday, there’s a marketing campaign out there. You’ll see brands looking to remind you they’re there when you need a gift.
Want to talk about innovative Father’s Day marketing for your business? Get in touch with the creatives at Think OTB.