2022 Father's Day Overseas Influencer Marketing Plan

The warmth of Mother's Day has not yet faded, and Father's Day is coming soon.

In a statement, the NRF said it expects 76% of U.S. adults to celebrate Father's Day (June 19) this year. Consumer spending is expected to reach $20 billion, according to the Washington, D.C.-based trade group and its research partner Prosper Insights & Analytics.

This also means that Father's Day is not only a holiday full of warmth and gratitude, but also an important marketing point for all brands to break down cultural barriers, gain emotional recognition and promote product sales through various marketing methods.

In view of this, we will combine our years of rich experience in building overseas influence for Chinese brands to provide you with methods and precautions for conducting influencer marketing on Father’s Day.

1. Authoritative data insights on Father’s Day

For example, Father's Day in Thailand comes later than in other countries, on December 5th every year. This day is also the birthday of His Majesty Rama IX, the ninth king of the Bangkok Dynasty.

Father's Day in New Zealand and Australia is on the first Sunday in September.

In Spain, Italy and Portugal, Father's Day is celebrated on March 19 due to their Catholic traditions. It is also the feast day of St. Joseph, the patron saint of fathers.

In Germany, Father's Day is celebrated on the same day as Ascension Day, which is on the third Thursday of May each year (May 26 this year).

In Northern Europe, Father's Day was originally celebrated in June according to American tradition. In 1949, in order to stimulate market consumption, the Nordic countries decided to move Father's Day to the second Sunday in November, half a year apart from Mother's Day. However, the Danish government forgot to inform the media and the public of the change in date, so the tradition of celebrating Father's Day in June has continued to this day.

What will consumers in different countries do?

Father's Day is very popular in the local market in the United States. On Father's Day, people will choose specific flowers to show their respect for their fathers. Wearing red roses means expressing love to living fathers, while wearing white roses means mourning for deceased fathers. Of course, in Pennsylvania, some people use dandelions to express their gratitude to their fathers, while in Vancouver, people choose to wear white lilacs.

At the same time, many businessmen and manufacturers encourage consumers to buy small gifts such as ties and socks for their fathers to show their respect for their fathers.

➋ Japanese back massage to show filial piety

Japan's bathing culture has a long history and is enjoyed by adults, children, men, women and children of all ages.

Therefore, on Father's Day, daughters will rub their fathers' backs while they are taking a bath, which is also a way to give their fathers the greatest warmth. This also made bathroom peripheral products more popular in the Japanese market during Father's Day than in the past.

➌ Germany celebrates with beer

In Germany, Father's Day is also known as Men's Day.

German fathers can drink as much as they want on this day and not go home until they are drunk. Fathers in some small towns would even go out early in the morning pushing small carts loaded with beer barrels, clinking glasses with everyone they met on the street, just like a large open cocktail party, until they passed out drunk on the street. Therefore, products such as bottle openers and wine bottle-shaped key chains are very eye-catching in the local market.

➍ Praying at a Thai temple

On this day, everyone has to dress up, wearing the yellow clothes that Thais value most, and go to the temple to pray for the king and for their father.

2. Creative ideas

You can always promote your products and services as Father’s Day gifts through influencers, but be aware that you are unlikely to make direct sales through your Father’s Day campaign.

Here are 5 content ideas you can use across all your social media platforms in honor of Father’s Day.

Invite cooperating influencers to post photos of their fathers

Tell a story about your father or simply explain what the blogger learned from his father

Finally, introduce the brand-related concepts

➋ Show respect

Brands honor the fathers of anyone including your customers, employees, influencers, etc. on social media.

Videos should include young bloggers and their fathers

Avoid preaching

Sending subtle messages (e.g., you will understand your father better when you walk in his footsteps)

➋ Look through my father's old photo albums

Perfect for photography brands

Play memory screen

Stories can be developed through clever brand connections.

PS: Dad joke, literally means a joke told by dad. It actually refers to a short joke, usually a pun, in the form of a sentence or question and answer.

For example:

What do you call a deer with no eye?

No eye deer (No idea).

For this reason, brands can ask influencers to share past moments of joy and laughter with their dads, capitalizing on these lighthearted moments and providing your audience with an opportunity to participate and share in the laughter.

Check out Dad's funny moments

The content can be simple, even improvisational

➋ Never again, Dad

The dad told a typically lame joke, and the young blogger said: Stop it, Dad!

Celebrate dad joke and revisit the father-son relationship

Question and Answer Challenge

The question-and-answer session about how much parents know about their children can cover up things related to the generation gap with funny reactions from both sides.

Food Challenge

Dads and children can challenge each other to make delicious food, such as various gourmet sauces, toast, etc.

Song and Dance Challenge

Daddy's singing or dancing challenge

➋ Prize-giving Activities

Brands can hold some Father's Day-themed competitions on social media, such as asking users to share jokes about dads, funny photos with dads, etc., offering prizes or discounts to winners to attract users to participate, and inviting Internet celebrities to participate and forward the event.

Invite young bloggers to share Father's Day gifts for dads

Embed brand products in gifts

➋ Teach Dad Beauty

Young bloggers teach their fathers how to use beauty products (masks/face scrubs)

As dads upgrade their grooming routines, they can inject a subtle touch of humor into the campaign.

Branded giveaways/gifts may include standalone products or gift baskets.

➌ What is it?

Blindfold dad and ask him to guess what the gift is?

Depending on the product, activities can be based on the taste of food, the tickling of smell, the texture of clothing, etc.

Branded gifts/gifts may include gift boxes or discount vouchers.

➍ Dad takes over

Dad takes over bloggers' social media accounts, uses their products in live videos

The dad reviewed the product and talked about how the blogger got him this amazing gift.

This campaign would be great for influencers you already work with.

Like other holidays, Father’s Day marketing activities also need to start early. Inpander recommends starting to post Father’s Day-related tweets two to three weeks in advance, and continuing to release related content during the week of Father’s Day, and providing shopping suggestions for potential Father’s Day consumers (buying gifts for Father’s Day/for yourself).

3. Find the right KOL to boost exposure and conversion

Generating interest and then trust is the basis for users to take subsequent actions. The most important step is to select KOLs with high reputation and fame to participate.

Types of KOLs you can choose from:

Big V

Bloggers related to your brand’s industry

Influential fathers in various fields

4. Use popular tags to increase exposure

In addition to marketing timing, using seasonal hashtags and keywords is an easy way to expand your reach in influencer marketing. To help your posts stand out in a crowded feed, try using the following hashtags in social media: