With Father’s Day just around the corner, people are heading to Pinterest to find the perfect gift for Pops. Searches for presents and celebration ideas start picking up in May, and peak in the final week before the holiday.1
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 We recommend getting your campaigns live now so you can reach people as they plan. Here are five tips to get your campaigns ready:
Today’s dads are always looking for ways to build stronger emotional connections with their families. They’re sure to love gifts that help them spend quality time with their loved ones. Use your ad creative to highlight gifts that give families new memories. That could mean a family cooking together with your appliance, a kid enjoying an outdoor fort built with your tools, or maybe a trip idea that’s fun for the whole family.
More people are gifting experiences than ever before, and experiential gifts are especially popular with millennial dads. Show how your brand can help dad try something new, and get out of the house. Maybe that’s a concert with his spouse–or maybe it’s alone time with a hobby.
Dads are playing a bigger role in grocery shopping and cooking than in the past. For every hour moms spend grocery shopping today, dads spend 54 minutes.3 Show how your brand can help dads get even better in the kitchen. You can showcase trendy gadgets like air fryers, recipes Dad could make with his kids or grocery shopping guides.
Show how your brand can help Dad develop his hobbies. Here are some topics that dads tend to search for more than other Pinners:
- Tech gadgets (2x more likely to search for this than other Pinners)
- Camping gear (4x more likely)
- Kitchen appliances (7x more likely)
- Outdoor ideas (4x more likely)
- DIY home projects (3x more likely)
People tend to search for ideas on Pinterest before they visit other sites. Make sure your ad keywords match their searching mindset. Top search terms include: 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.
–Eric Alessi, currently saving ideas to Apartment Inspiration
For more insights about today’s dads, check out our latest dads research.
1Pinterest internal data, Dec. 2017
2Pinterest internal data, Dec. 2017
3Adweek, The 4 types of dads marketers need to know this Father’s Day, 2016