Marketing and communication strategies for creating father's day campaigns

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Father's Day is one of the most important holidays of the year, directly impacting retail and various sectors of the economy. According to data from the National Confederation of Commerce of Goods, Services and Tourism (CNC), the date generates billions of reais in Brazilian commerce, surpassed only by Christmas and Mother's Day. Sales are expected to continue to grow as consumers seek to give their fathers gifts ranging from electronics to clothing, perfumes and experiences.


Understanding Consumer Behavior
To create effective campaigns, it is crucial to understand who your consumers are and what they are looking for. Market research, such as that conducted by Kantar and Nielsen, indicates that consumers ukraine mobile phone number are increasingly looking for personalization and memorable experiences. By 2024, we will see a growing trend of consumers valuing brands that offer sustainable and innovative products. Around 42% of companies already incorporate sustainability metrics into their marketing strategies, compared to 26% in 2021​ ( Kantar )​.


Market Data
According to a study by Kantar, e-commerce sales during the Father’s Day period grew by 30% in 2023 compared to the previous year. In addition, Nielsen research reveals that consumers are increasingly seeking products that provide memorable experiences. In 2024, innovative brands that balance sustainability, innovation and personalization are expected to see significant growth​ ( Kantar )​,​​ ( Nielsen )​.


1. Know your Target Audience

Understanding your target audience’s behavior and preferences is essential to the success of any marketing campaign. In the case of Father’s Day, this means segmenting your audience based on demographic, behavioral, and psychographic data.


According to a 2023 Kantar study, campaigns that focus on personalization and segmentation are 25% more effective compared to those that do not segment their audience properly​ ( Kantar )​. Additionally, Nielsen revealed that 67% of consumers prefer to buy from brands that understand their personal needs and preferences​ ( Nielsen )​.


The Apothecary - Present Father
In 2019, O Boticário launched the "Present Father" campaign, which focused on the diversity of father profiles. The campaign presented different father stories, highlighting plurality and inclusion. With this, the brand was able to create an emotional connection with its audience, increasing identification and engagement.

2. Personalized Offers and Promotions

Offering exclusive and personalized promotions is a great strategy to attract customers. Discount coupons, special combos and gifts are some of the actions that can be implemented to increase sales.


By 2024, 45% of consumers are expected to take advantage of Father's Day promotions, according to Kantar​ ( Kantar ). Personalization, such as coupons specific to certain customer profiles, can increase conversion rates by up to 20%​ ( Kantar ).


Natura - Promotional Kits
In its Father's Day campaign, Natura offered promotional kits with exclusive products and special discounts for the day. In addition, the brand provided a gift customization service, allowing customers to add special messages to the products. This customization increased the perceived value of the gifts and encouraged purchases.