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Brands have been getting creative in dishing out suggestions for Father's Day, as families wreck their brains over what gifts they should get and how they should celebrate the occasion. According to Digimind, there were 10,873 mentions about Father’s Day in Singapore and Malaysia over the last two weeks, with a reach of 161 million and 113,509 interactions.
Mentions peaked a week before the main event on 9 June, with 1,343 mentions. Automotive and food and beverage brands were the top two categories that jumped on the Father's Day hype. While Jaguar and Land Rover both promoted their cars as a gift, Mercedes-Benz Singapore chose to highlight their functional business accessories such as backpack, moleskin, pen and tumbler, for everyday use.
Similar to Mother's Day, several brands have switched from offering material gifts to offer special experiences. Examples include Fraser’s Property organising a series of craft workshops with fathers across their various malls over the Father’s Day weekend, 112 Katong's giveaway for a movie date with dad, and Epson inviting children make a personalised handmade gift for their fathers.
Of course, no celebration is complete without a good old family meal. Thus, it is no wonder that Morganfields Malaysia racked up the most number of interactions over the two-week period with their Father’s Day promotion. The BanQuet in Malaysia also encouraged a high level of engagement using Facebook Live to host live-bidding segments for menu items at their restaurant, including a Father’s Day set meal. The session received 5,900 views, and 1,700 comments.
In Singapore, Pizza Hut provided an unique bonding activity with fathers through a pizza-making workshop at Harbourfront Centre. McDonald’s Singapore also invited children to bring their fathers for breakfast over, draw him his favourite breakfast, and treat him to a McDonald’s breakfast on the house. The fun campaign saw amused netizens questioning how they would be able to get their toddler to draw, and some joking about their eligibility as an adult child.
Other notable mentions
On the consumer technology front, Samsung Father's Day social media posts in both Malaysia and Singapore gained traction. Samsung Malaysia held a contest to win a Galaxy Watch for one's father, while Samsung Singapore shared a video of the benefits of owning smart devices as a father.
Unsurprisingly, some dad jokes were also pulled. Shopee Malaysia, for instance, shared a series of puns that children can use in their notes of appreciation for their fathers. It drew 653 likes at the time of writing.
Lego Malaysia meanwhile, gave Father's Day gift suggestions through some fun creatives involving its Lego blocks.
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Hong Leong Bank came up with some dad-inspired riddles as food for thought.
Meanwhile, according to an analysis by Meltwater, social traffic surrounding Father's Day has plunged to 2,500 mentions the following day. Marketing efforts by brands that have gained prominence include CapitaLand's Father's Day deals, Capitol Singapore's dining voucher giveaway, and Starbucks Malaysia's Father's Day card discount.
Check out some other interesting Father's Day posts that have caught our eye below:
Spotted any other interesting Father's Day campaigns? Do share them with us at [email protected]