While Mother’s Day shoppers tend to go big—including nearly $8 billion spent on jewelry for Mom this year—consumers typically see Father’s Day as a holiday about smaller gifts. This makes it a perfect holiday for clothing stores, hardware chains, and sporting goods retailers to roll out their best dad jokes and make a pitch to consumers who are looking for a little surprise to show their appreciation.
As brands gear up for dad’s big respectfully sized day, we took a look back at the Father’s Day ads that ran in 2022 to gain insight into the TV advertising strategies that were most effective in driving consumer engagement. Using our real-time TV data and data-science modeling, we measured how likely viewers were to engage online with a brand after seeing a Father’s Day ad last year.
Here are three things we learned about Father’s Day advertising:
1. Hardware Brands Can Win Big
If there’s a throughline to be had based on Father’s Day 2022 advertising, it’s that familiar “Dad tropes” still resonate with viewers.
For instance, dads like tools and working on projects. Hardware store chains like The Home Depot and Lowe’s took this angle and netted strong engagement for their efforts.
The Home Depot’s The Usual Gifts campaign told viewers to ditch the typical Father’s Day gifts in 15- and 30-second spots. The :15 version of the creative outperformed the brand’s average :15 ad in 2022 by 50%. The :30 version also had strong engagement, outperforming the brand’s average :30 ad in 2022 by 24%.
Meanwhile, Lowe’s promoted gift cards to let Dad indulge his DIY side in their Tool Treat 15- and 30-second spots. With airings limited to two weeks (from June 8 to June 22, 2022), the :15 version of the creative outperformed the brand’s average :15 ad in 2022 by 40%, and the :30 version outperformed the average Lowe’s :30 ad in 2022 by 32%.
2. Dad Jokes Work
Dad jokes often make us groan, but in the context of Father’s Day, they serve as a nice reminder of all the ways our fathers try to make us smile—even if they don’t always hit the mark.
Dick’s Sporting Goods used this tactic effectively in its Clubbin’ ads, starring basketball commentator and father Charles Barkley. The :15 version of the creative outperformed the brand’s average :15 ad in 2022 by 7%.
In the ad, the 11-time NBA all-star spies a pair of golf clubs and declares, “It’s time to go clubbin’!” It’s a perfectly cringe dad joke delivered by a celebrity who exemplifies the unique blend of goofiness and wisdom that many of us love in our own fathers.
3. Clothing Retailers Have Room for Growth
Kohl’s and Macy’s each released Father’s Day ads in 2022, and both brands enjoyed engagement on par with their average TV advertising performance. While these brands’ inspiring Father’s Day ads featured clothing and discounts in their messaging, there may be an opportunity to drive additional engagement by doing more to tap into the emotions and humor we typically associate with our dads.
Whether it’s unleashing a “good” dad joke or diving into nostalgia, clothing retailers have a chance to employ new tactics and drive additional engagement this Father’s Day season.
EDO Details Dad’s Day Data (And More)
Father’s Day presents many opportunities for advertisers to appeal to shoppers. And while EDO can’t get you the perfect gift for the special guy in your life, EDO’s unique behavioral engagement data CAN unlock the secrets to what drives consumer ad engagement for your brand. Rather than focusing only on audience and reach, EDO’s data helps advertisers pinpoint the ads, campaigns, and dayparts that truly connect with viewers for maximum returns.
Contact us today to learn all about the inspiring ads that provide your brand with the outcomes that matter.