Father’s Day is celebrated each year by millions of families globally. From picking the perfect gift, to celebrating dad in the most unique way, everyone's idea of the best celebration is different, and so is every campaign. Father’s Day may have come and gone this year but these insights are evergreen. In this article, we look back on the content trends that evolved in the lead up to Father’s Day, and provide the overarching takeaways that will help you plan future campaigns.
Key takeaways to help your campaigns:
Below we offer a glimpse into the mindset of people as they research what gifts to buy dad, how content surrounding Father’s Day aligns with additional segments, and when they start researching what to buy or do for the big day. These insights are all made available through a contextual analysis – i.e. an analysis of web content – which reveals the content trends in the months leading up to Father’s Day.
Let’s dive in.
Father’s Day content was predominantly about gift ideas, specifically homemade gift ideas.
This year, the main focus for Father’s Day was gift ideas. We saw this through the analysis of web content that revealed over 90% of it was focused on gifts in some capacity.
While content ranged from gifts for car lovers to toiletries and grooming, the most content indexed was about ideas for homemade gifts. It seems that people are eager to adopt a more hands-on, crafty approach to gifting. This is a small insight that could deliver big returns for marketers as it reveals what content is trending and resonating with audiences. For example, there are dozens of articles about DIY gifts for dad published on sites like Shutterfly, Good Housekeeping, and Pinterest, representing powerful opportunities to insert your brand and drive better campaign performance.
The Online Shopping, Fashion, and Home Improvement contextual segments have common keywords that also feature Father’s Day content. By adding these segments to our campaign, we’re adding the content
Father’s Day is not a siloed segment. In fact, we’ve found that common words associated with Father’s Day content also align with segments that focus on broader interests, such as Online Shopping and Fashion. When the words we see populating the Father’s Day segments are also found in these adjacent segments, we use that as an indicator that the content in the Online Shopping and Fashion segments is also relevant to Father’s Day audiences. Therefore, by adding these segments to our campaigns, we increase the likelihood of reaching a relevant buyer in the right moment.
The Fashion keyword segment, and specifically the Men’s Fashion Trends segment, also featured prominently in the weeks leading up to Father’s Day. This suggests that people are looking through the latest fashion blogs and publications for ideas of what to buy dad. Unsurprisingly, Home Improvement is also a segment that could potentially improve the performance of Father’s Day campaigns as it has a 20% word association with the Father’s Day segment.
Taking all this into account, you can potentially extend reach and get more scale with relevant audiences by including these adjacent segments in your campaigns. The keywords within these segments overlap with each other because the content is so alike so these web pages and environments are likely to be relevant to your target audience.
The Father’s Day consumer mission begins as early as February/March, suggesting that’s the ideal time to launch your marketing campaign.
While many of us leave shopping until the last minute, when it comes to Father’s Day, the research begins relatively early. Based on how the content begins to spike, it seems people start thinking about what to buy for dad months before June. We saw Father’s Day content start to trend as early as February, before drastically growing in early April.
While the data and analysis above are specific to Father’s Day, there are underlying lessons that we can apply to all campaigns with the aim of delivering better performance. Contextual analyses like what you read above is an important part of any campaign and allows us to launch programs with greater transparency into the environments our ads are placed and the mindsets of the people we’re hoping to reach.