Father’s Day Marketing Promotion: How Can Brands Break Through and Win?

Introduction: As an important festival IP, it is time again for major brands to take advantage of the opportunity to show off their "father". It is not new for brands to leverage festivals for marketing. It can even be said that “there is a constant battle during every festive season”. However, there are not many brands that can come up with new ideas and show their “heart”. So let’s see what we can do on Father’s Day this year.

June 16th is the annual Father's Day. As an important festival IP, it is time once again for major brands to take advantage of the opportunity to show off their "father". It is not new for brands to leverage festivals for marketing. It can even be said that “there is a constant battle during every festive season”. However, there are not many brands that can come up with new ideas and show their “heart”. So let’s see what we can do on Father’s Day this year.

How to interpret is the key

You can often feel the warmth of your mother, but you often forget the support of your father behind you. In fact, when it comes to expressing love, fatherly love may be no less than motherly love.

A father brings a golden childhood to his children. He buys you all kinds of exquisite toys, teaches you to ride a bicycle, takes you to fly an eagle-shaped kite, and even goes to the river to catch fish and climbs mountains with you. During the growth period, he takes you to appreciate the various flavors of society, teaches you how to behave in the world, and tells you how to plan your life according to your hobbies. And as we grow more mature, we witness key moments in our lives again and again, including getting married, having children, and we secretly worry about our professional titles, mortgages, and car loans again and again.

As Long Yingtai said in "See You Tomorrow": When did I begin to miss your silent gaze?

In the NetEase Cloud event "Hot Reviews on Prose Poems Written by My Father", one netizen wrote: My father has no prose poems, his hands are full of calluses. My father is actually very ordinary, he can't give me anything, but he gave me everything.

The image of a father is mostly silent, strict, generous and loving. But at the same time, everyone's father is different, and everyone has unique memories of his or her father.

Always asking for things from you but never saying thank you. The so-called fatherly love has too many rich connotations to interpret.

丨Warmth series: providing deep emotional insights

The theme of warmth has always been the mainstream operation of Father’s Day marketing. In this process, deep emotional insight can add the finishing touch.

After all, with major brands playing the family card in various ways, showing the "warmth" of their own brands is no longer a highlight. Although the theme of warmth is an eternal routine, if there is a heartfelt case that can use its own unique "killer move" to impress consumers, then its marketing will naturally be successful.

Many times, what can deeply touch consumers is not the grand storyline, but the real details that happen around you and me and are often overlooked by everyone. On Father's Day, when conducting emotional marketing, brands can capture the little things hidden in ordinary life, see the big picture from the small, and use a small effort to achieve a great result. Then, they can combine advertising creativity to vividly present the details to the public.

Regardless of the copywriting’s idea, “sincerity” is the bargaining chip that helps a brand retain its audience.

After all, fatherly love often manifests itself in the details of life. Touching the audience with warmth, resonating with the audience with care, and transforming the life scenes that people are bound to experience into the concerns behind products and brands can maximize the emotional connection with consumers.

"Mr. Adore" Father's Day marketing video: Since he had you, he has super powers. He can stay up all night, he can be tireless, he is always eager to learn, he is strong and powerful, he can give you everything, no matter how long it takes, he will always remember all your preferences, he is fearless, because of you, he can always be your superman!

In the short film, Mr. Aimu has insight into the details of people's lives and shows us the greatness of fatherly love through small things in daily life. For example, staying up all night holding the child and using a palm-leaf fan to keep him cool to repel mosquitoes, secretly studying the child's courses in order to tutor him, traveling thousands of miles to see the child, etc., every scene and every sentence of copywriting allows the human eye and the brand concept to penetrate into the hearts of consumers little by little, narrowing the distance between the brand and the heart, and transforming marketing into brand emotional communication that is not easy to cause disgust.

丨Tucao: Dislike is another form of love

Father’s love is not always doting. As long as he can move his mouth, dad will always be unable to help but scold you. How about it? Isn’t this scene very REAL? In fact, if you look deeper, you will find that there is a lot of dislike, which is "dislike" against one's will. All the contradictory words piled up are love. Although there is dislike on the surface, the heart is full of love.

I can say whatever I want about my son/daughter, but I can’t say a word about anyone else. After all, men don’t know how to express their love from the bottom of their hearts, so they have to use “dislike” instead. It doesn’t mean they really hate someone. This may be what fathers think deep down. When complaining becomes a daily routine, we use it to protect our loved ones.

For example, Ecovacs’ #Dad, you’ve had enough# Weibo marketing:

-Dad, what’s the difference between me and a sweeping robot?

-One only works but doesn't eat, the other only eats but doesn't work.

The Ecovacs brand first invited some Weibo celebrities to post some interesting comic strips with the topic #Dad, you’ve had enough#, which attracted the attention of netizens with its interesting content and form! The interesting content ignited the creativity of netizens and triggered their real resonance. Hilarious comments followed one after another. With the unremitting assistance of hundreds of thousands of netizens, the topic #Dad, you've had enough# was spread and not only made it to the homepage recommendation of Weibo mobile and PC, but also achieved an excellent result of 4th place on Weibo's one-hour hot search list!

Afterwards, this Weibo post was reposted by big Vs such as @球球的画 @魏泽凯 @人民网 @团团团团团团, and was spread a second time. The topic #Dad, that’s enough# was pushed to a climax!

At the same time, in order to expose its main products, Ecovacs also led 12 Blue V brands including Mercury Home Textiles, Panasonic, and Haier to release a series of theme posters called "Dad, That's Enough". Brand collaboration is undoubtedly more powerful, and through interesting mutual complaints and banter between products, it successfully conveys the product selling points and returns users' attention to the selling itself.

丨Being clever: making people laugh and showing creativity

Durex: A brand that doesn’t make it easy for people to become fathers. Today, I don’t want to make posters.

Sixth Sense: We don’t have Father’s Day here.

Mio: Love is as bad as a mountain (Sorry kid, I'm not ready yet).

Creating a gimmick to bring about a refreshing feeling can instantly make users smile. But it is worth mentioning that “clever” marketing also has disadvantages: it does attract more clicks, and the data looks good on the surface, but the effective conversion rate is almost zero. This method only allows users to remember hot spots and reinforces hot spot information for users. As for your brand information, it is often in a very secondary position and is automatically ignored by the brain.

The way out for "clever" marketing is to deeply explore innovative inspirations, think from the user's perspective, and incorporate the essence of bringing goods into it, rather than letting everyone collectively fantasize about a short-lived climax of "popularity" in the copywriting and leave nothing behind.

丨Pain point creation: MAX ability to bring goods

Therefore, the marketing focus of Father’s Day must be to create the pain points of fathers or the pain points of children towards their fathers, and through these pain points, young people can be persuaded to pay.

Jiang Xiaobai: When you are young, you always stand on the opposite side of him, but when you grow up, you find that there is only a glass of wine between you and him.

Jiang Xiaobai, a liquor brand that has always impressed users with its touching copywriting, uses "liquor" to reach the pain points of communication and strongly promote products. This is quite smart, as it touches the heart while also touching the wallet.

丨Amateur actors: Ordinary story, extraordinary love.

Choosing amateurs to act in heart-touching stories is more likely to cause a self-projection effect, strengthen users’ empathy and emotional resonance, and achieve the effect of amateurs bringing resonance.

In brand communication centered on emotional communication, "amateurs" serve as a reflection of the reality of consumers. Amateur advertising can easily bring consumers into the role of the advertisement emotionally, thus triggering emotional binding and communication.

For example, ASUS’s Mother’s Day marketing campaign adopted the form of street interviews, with the theme of “maternal love blooming in small moments”, which fits with ASUS ZenBook’s product concept of “creating great possibilities in small spaces”. This idea can also be applied to Father's Day.

We can better appreciate the greatness of fatherly love through small details and small actions. Perhaps it is because we are all ordinary people, and it may be difficult for fatherly love to burst out with incredible power in the face of major disasters or major events in our lives. A father's love is mostly composed of simple, trivial, and repetitive actions. However, these seemingly commonplace and natural efforts may be habits that a father has to stick to for ten, twenty, or even thirty years.

Finally, Father’s Day marketing is essentially content marketing, and creating emotions is the biggest breakthrough point. Because of resonance, I care. Because I care, I share. We need to seize the users’ strongest emotional needs and try to touch them, and convey the product benefits and brand tone in their favorite language. Only in this way can we break through and win in the increasingly fierce Father's Day marketing war.

Related reading:

1. Which promotional platforms are suitable for Father’s Day marketing ads?

2. Have you thought about the copy for Father’s Day? Take it, no thanks

3. How can Father’s Day brand copy capture user needs? Share 3 writing angles

4. Father’s Day copywriting is here, how can brands take advantage of it?

5. Featured | How do major brands write Father’s Day copy?

Author: Tenant 404

Source: PR Home