who’s the daddy?

how brands are putting the social into father’s day.

In Washington, Ms Sonora Louise Smart Dodd decided she wanted to honour her Father, who’d brought her up after her mother passed away. And so, in 1910, the first Father’s Day was celebrated in the US. It wasn’t until the 1970s that it would be recognised in the UK but, ever since, Dads have enjoyed an annual gift of slippers, socks, ties and handkerchiefs.

It’s fair to say that things have changed quite a bit since that first celebration! With the birth of social media, more and more companies are celebrating with online Father’s Day campaigns. A survey on Pricegrabber.co.uk in 2013 saw that over 61% of consumers had shopped online for their Father’s Day present, an increase of 14% on the previous year.

After our Mother’s Day blog, we decided to look into what the best campaigns were going to be for this coming Father’s Day. The first thing we noticed was that there weren’t anywhere near as many companies jumping onto Father’s Day as a branding opportunity. It would appear that Mums are a safer bet when it comes to marketing than Dads! We did find a few though, and here are some of the more creative campaigns;

Combat Gent – #byebyedadjeans

Combat Gents

Combat Gent launched a digital campaign on Facebook, Instagram and Twitter to find the Dads who still think acid wash Levi jeans are cool! It asks consumers to send in images of their Dad wearing ‘Dad Jeans’, whoever is voted as the worst/best will win 3 pairs of Combat Gent Jeans.

Fruit of the Loom – GIFs for gifts

Fruit of the Loom

Fruit of the Loom’s digital campaign is based on the idea that kids will sometimes give their Dad a coupon for the things they love as a present. Instead of a static card, these are animated GIFs showing Dads taking control of the remote control for a day or eating bacon in bed! Their Father’s Day Registry microsite allows you to download a GIF and share it with your Dad across all social media sites in time for Father’s Day. This campaign doesn’t just benefit the fathers, it also allows Fruit of the Loom to drive traffic to their social media sites and collect details from customers.

Nascar with Dad


This campaign encourages fans to share their Nascar memories with their fathers through social media using #NASCARwithDad. The winner will receive a unique Father’s Day experience day where they can ride together in the Goodyear Blimp over the Homestead-Miami Speedway on Ford Championship Weekend. To tug at the heartstrings they accompanied the campaign with a video of Racing Drivers discussing what #NASCARwithDad meant to them.

M&S – #ultimatedad

M&S dad

M&S join in the digital campaign for Father’s Day with their Ultimate Dad campaign. If your dad is the #ultimatedad, you can tell M&S and nominate him across various social media platforms, the winner receiving a Father’s Day hamper.

Not On The High Street – #dadventures

Not On The High Street

NotOnTheHighStreet.com has launched its biggest ever campaign for Father’s Day with a TV and press campaign, supported through social media. The campaign encourages people to share stories of their special #Dadventures, and gives them plenty of gift ideas at the same time!

If you’ve got a digital dad who’s a bit more socially savvy, forget the after shave and share your love for him on Facebook and Twitter!

Written by Rachael Holder, Social Media Account Executive

Categories: Digital Marketing

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