Top 10 Gifts for Dad

Father’s Day is just four days away, and one of the last calendar holidays for retailers before the end of the year push. We’ve seen a number of interesting campaigns including Absolutes for Dad and Must Haves – retailers have pulled out all the stops to get the end-user to bite.

Stand-Out Campaigns
A mid-western retailer sent a series of campaigns listing the top 10 gifts for Dad, the first campaign had two gifts listed and the subsequent four campaigns all listed two gifts each. The final campaign recapped all 10 but with an added twist – the landing page included testimonials from recipients of the gifts from the last year.

A bank sent a campaign encouraging recipients to a landing page that carried the tag line: “Put $100 in the bank, take Dad to lunch and tell him what you did!” The messaging went on to tell how happy Dad will be; the campaign was sent to young professionals and included different subject lines depending on the segment targeted.

In the days leading up to fathers day, an insurance company in India asked people to write about the best thing their Dad had done for them as they were growing up. Some submissions were run as a series of TV ads; others were listed on YouTube and in plain text. Engaging the recipients did a lot to build their brand.

Good luck this Fathers Day and best wishes.