4 elements + 5 tricks, you can leverage Father’s Day marketing to be full of dad spirit!

In holiday marketing, we should take into account "product elements, holiday elements, communication elements, and professional elements." This is the idea of ​​leveraging marketing on Father's Day. Coupled with the five thinking directions of leveraging marketing on Father's Day, you can definitely be "full of dad spirit."

Marketing ideas for Father's Day

The third Sunday of June every year is Father’s Day, and this day is the day to show off your dad! Whether you are a man or a woman, whether you are a father or not, this day applies to everyone, it’s just that everyone feels it differently.

As a rare festival for men in a year, it is natural to leverage the festival for marketing.

Father’s Day in 2017 happens to be the 618 e-commerce promotion, and JD.com and other major e-commerce companies’ special promotions in the name of “father’s love” will also attract attention.

We need to consider "product elements, festival elements, communication elements, and professional elements" in festival marketing:

1. Product elements: The product's name, differentiated advantages, user groups, etc. are all key elements. When we do holiday marketing, these points are very important. For example, the name, we can combine it with "holiday elements" in a homophonic way. What about the user base? For example, for laundry detergent, the core user group must be housewives and mothers. However, on Father’s Day, dad plays an important role, and how to integrate him into the product is also a product element to consider.
2. Festival elements: Taking advantage of festivals is naturally the characteristic of this festival. For example, on Father’s Day, the elements related to fathers would include “kindness, back, rough hands, distance, mountain, gratitude, joy, happiness, warmth, memories…” These elements would affect the picture of the poster, the background of the video, the tone of the copy, and the style of the event.
3. Communication elements: In holiday marketing, we need to think about communication methods and tools. Lightweight marketing only requires making a poster and writing a paragraph of copy. If you want to go deeper, you can do activities. This requires considering the promotion plan of "professional elements" and then making a good product selection combination. Posters, H5, videos, and activities are commonly seen in holiday marketing, and most of them are reflected on social platforms, mainly Weibo and WeChat.
4. Professional elements: This part includes promotion plans, service policies, logistics and after-sales, etc. In festival marketing, "promotion plans" are necessary elements, such as giving coupons, reward policies, etc.

I have dissected my thoughts into a picture, and everyone will understand it clearly!

Based on the above analysis, taking laundry detergent as an example, I gave several ideas:

Father's Day for laundry detergent

1. H5 Mini Games

Idea 1:

Theme: Dad loves you so much, and you will be happier after washing!

Angle: Helping dad with laundry

Rules: The initiator selects a piece of "dirty clothes" and uploads the father's avatar, shares it on Moments, WeChat groups, etc., and invites friends to help wash clothes. Friends click the button "Add detergent", the first friend prompts the cleanliness, the second friend prompts the sterilization degree, etc. When 3 friends complete the laundry, the initiator will receive a reward. Prizes could be coupons for laundry detergent, etc.

Idea 2:

Topic: Dad goes to do laundry

Angle: Let dad do the laundry

Rules: A laundry challenge game. The first level has a small amount of stains and a longer time limit. The second level has more stains and a shorter time limit, and so on. There are laundry detergent function buttons in the game, such as "decontamination" and "sterilization". Different levels have different buttons. After passing the level, a score is given. For example, the one with the highest score is given a title "The Most Invincible Laundry Dad in the Universe". There is also a ranking of friends' scores. There are rewards for the daily champion.

2. Activities

Idea 1:

Theme: "Dad Washing" Olympics (originating from 2016)

Instructions: Start an activity to help dad wash a piece of clothing, like a relay race in the Olympics. "Dad Washing the Olympics" is homophonic with the "Brazil Olympics" which opened on August 6, 2016. We can take advantage of the momentum. Even if it is not an Olympic year, we can still use this idea and change it to "Dad Washing Sports Meeting" etc.

Idea 2:

Theme: Laundry Competition

Note: You can also use the activity of washing clothes for dad, or dad doing laundry. The activity can be held offline or through online games. Live broadcast can be initiated during offline activities.

3. Poster copy

Brand homophony, simply write a few sentences as follows:

• Tide - "Tide is full of fatherly love, no stains and no sound"
• Diao Pai ——"You are the hero of the Condor Heroes in my heart! Happy Father's Day, Dad!"
• Mystery ——"It takes a lifetime to experience the mystery of father's love! Happy Father's Day, Dad!"
• Qi Qiang - "I am your legend, and you are my strength! Happy Father's Day, Dad!"

(The above is improvised by Wei Jiadong. If a brand chooses it, you can come to the official account to reward it. If there are brands that need copywriting suggestions, you can make an appointment and ask questions through "Zaixing" and "Fenda".)

I just used a practical case to illustrate that many products have different ways of leveraging trends, because the compatibility between the product and the festival needs to be considered, but fortunately we have many ideas that can be combined and different ways of communication, so there is always one that suits you.

Here are some exclusive marketing ideas for Father’s Day, along with some examples, to open up your mind!

Thinking about marketing on Father's Day

• Direction 1: Post pictures to show off your father
• Direction 2: Warm and emotional
• Direction 3: Funny and amusing
• Direction 4: Rational comparative interaction
• Direction 5: Participate in reward challenges

1. Posting pictures to show off your father

It is still common to show photos of fathers, father-son photos, and photos of the past on Father's Day. You can start or participate in topics, and make them into H5 mini games where everyone can generate pictures and share them together.

Case 1: Budweiser

Budweiser’s 2016 Father’s Day marketing showcased a unique “father-son relationship” from the perspectives of father-in-law and son-in-law.

Case 2: Gillette

Gillette launched the #GoAskDad# campaign in 2016:

Gillette 2015 Father's Day Event:

H5 Mini Games:

Gillette India Father's Day "Shave with Dad" campaign:

Case 3: Tencent Father’s Day H5 “Parenting Analyzer”

2. Warm and emotional

When it comes to the topic of father, there are always endless memories. Everyone has his or her father’s back in his or her memory, which is warm, touching, and tear-jerking. For example, the photo of a Taiwanese father holding an umbrella that moved the world. It is the most beautiful back view in the world and the deep fatherly love.

Case 1: JD Fresh 2016 Father’s Day

These three dishes are really the specialties of many fathers. The pictures and texts match the brand theme very well, and the copywriting is simple and direct.

Case 2: Coca-Cola’s “Becoming a Father” video

Having a child is an extraordinary experience, one that ad makes you emotionally sway.

Case 3: Coca-Cola’s 2015 poster

"In our childhood, there was always a great figure looking over our shoulders!"

Case 4: Yushengshuo 2016 Father’s Day poster

My father is a "liar". When I was a child, he said he didn't like eating fish. Now I understand... Happy Father's Day "fish"!

Case 5: Nestlé Coffee’s 2015 Father’s Day “Dad’s Way”

Using text messages and my father's way of speaking, I evoked many people's memories, and there was a little warmth and touching moments in the conversations with my mom and dad.

Case 6: 360 Browser 2017 Father's Day

The Father's Day theme of "This time, let me protect you" ranges from childhood memories to father surfing the Internet. This kind of warm marketing with scenes touches the heart and conveys the brand characteristics.

3. Funny and amusing

You can also use teasing, humor, and funny styles on Father's Day and bring up some interesting topics, such as being in sync with your father or his catchphrase. There is also alternative humor, which Durex always plays in a more clever way, for example.

Case 1: Doubi Durex

On Father’s Day 2014, Durex’s official Weibo account posted a poster dedicated to those fathers who use our competitors’ products: Happy Father’s Day!

Durex’s Father’s Day poster in 2016: I owe you another Father’s Day, but I have no intention of paying you back anyway.

Case 2: Durex

#Father'sDay#Whether or not to celebrate Father's Day depends on whether or not to use Durex.

4. Rational comparison and interaction

Brands can take advantage of Father's Day. If they have a sense of age and their products have a "father-son" relationship, they can simply take advantage of the situation and make first-generation and second-generation products. At the same time, they can also be interactive. Cars, mobile phones, etc. are relatively easy to do in this regard.

In addition, comparing the data also makes it easier for everyone to understand, such as the cost of fathers raising children in the 1980s and the cost of fathers raising children in the 1990s... This shows that being a father is not easy.

Case 1: Land Rover "Old Father"

Case 2: The Beatles "Dialogue between Father and Son"

Son: Father, tell me more about your time. (The most famous Volkswagen Beetle model in the 1960s + a tribute to my father)

Father: Son, pull up your hood, or you'll catch a cold. (The convertible selling point of the modern Beetle + the care of the father)

Case 3: Durex’s math problem

5. Participate in reward challenges

During Father's Day, various businesses are taking advantage of the event and offering opportunities to win XX by participating in their activities. The theme of the event is "Father's Day" and its related elements.

For such activities, pay attention to the activity mechanism (participation methods, invitations, prizes, etc.). You can refer to WeChat Sports, Alipay Ant Forest, etc. Before Father's Day, you can integrate resources and launch small games through H5, combining online and offline, which will naturally be "full of dad spirit"!

Case 1: Father's Day Dinner at China Resources MixC 2017

1. In addition, there are several suggestions on how to use homophonic elements in copywriting:
2. Overlord: Daddy's meal, who is the daddy, don't worry, daddy, here comes the daddy;
3. Domineering: full of daddy spirit, full of daddy spirit, enough daddy spirit;
4. Where Are We Going, Dad?
5. Father: Father in name only, not the father that everyone expects, a father who is the only one who can stand guard;

Finally, let’s summarize:

Dad is full of energy on Father's Day.

Memories of the tear-jerking picture.

Festivals bring many new ideas.

User excitement is the way to go.