May 18th, 2018

Last week, Pinterest gave their recommendations for effective Father's Day campaigns in their blog post Timely tips for your Father’s Day campaigns. While their focus, of course, revolves around Pinterest campaigns, they offer many ideas that can be applied to all of your and your clients' social media platforms. 

So why should you focus your energy on a Father's Day campaign on Pinterest and beyond? According to Pinterest internal data, "Searches for presents and celebration ideas start picking up in May, and peak in the final week before the holiday."¹ Additionally, "in 2017, people did more than 9.5 million Father’s Day searches on Pinterest, saving the results to more than 7 million boards.^2" Also, according to Twitter, there were over 37.8 million Tweets about #FathersDay in 2016.³

Below are four key takeaways from Pinterest and Twitter for a successful Father's Day campaign: 

1. Focus on the family

More and more, dads and families are looking to share experiences together. Share and promote ways for families to create new memories with gifts and services that bring them together. Think about ways that you and your clients can bring families together on Father's Day. From cookouts to travel, helping families build stronger emotional connections will also help build a stronger connections to your and/or your clients' brands.

 

2. Highlight experiential living

Experiential gifting is more popular than ever before. Show how your brand can get Dad out of the house and trying something new or doing something you already know he'll enjoy. Sports, music, dining, or whatever products or services you and your clients have at your disposal to get Dad out and about.

 

3. Cater to Dad's interests 

How can you and your clients play into what Dad already loves? From cookouts to home projects, tech gadgets to the outdoors, leverage your offerings in a way that appeals to his interests.

 

4. Use the right keywords

People will be searching for relevant, Father's Day-related content in their search for the perfect Father's Day gift idea. Make sure to use the right keywords and hashtags on all of your social media platforms to get in front of your desired audience. According to Twitter, Popular topics people Tweeted about for Father's Day in 2016 included: barbeques, family stories, gifts, going out to eat, greeting cards, showing thanks, spending time with family. Top search terms on Pinterest in 2017 included: Unique Father’s Day gifts, Father’s Day crafts for kids, Father’s Day cards, Father’s Day breakfast ideas, BBQ and grilling, and Father’s Day party ideas.

 

While it's important to incorporate popular topics and keywords into your content strategy, focus on creating content that’s relevant to your target audience and authentic to your brand.  

 

 

¹Pinterest internal data, Dec. 2017

²Pinterest internal data, Dec. 2017

³Twitter internal data