Father’s Day in Singapore falls on June 15, 2025, and it’s more than just a celebration—it’s an opportunity for brands to connect emotionally with customers, boost sales, and drive engagement through creative and heartfelt campaigns.

Unlike commercialised holidays like Christmas or Valentine's Day, Father’s Day carries emotional weight—and when brands tap into that, they’re rewarded with loyalty and increased visibility. Whether you're selling lifestyle products, offering services, or even running an F&B business, there’s a unique angle to leverage.

In this guide, we’ll explore 8 marketing strategies that brands in Singapore can use to make Father’s Day campaigns more impactful, memorable, and performance-driven.

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1. Sell Thematic Products with “Dad Jokes”

Use humour to attract engagement and create shareable content

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Dad jokes are an internet phenomenon—cringe-worthy yet beloved, they’ve become a cultural symbol of fatherhood. This makes them a fun and relatable entry point for your campaign.

Brands can design thematic products or packaging that feature dad jokes, such as printed mugs, T-shirts, greeting cards, or even socks. The key here is to make these products both giftable and Instagrammable. When people laugh, they share—and that creates free organic reach for your brand.

An example worth mentioning is Sloth of the Day, which launched quirky gift items featuring classic dad jokes on a T-shirt “ I keep all my Dad jokes in a Dad-a- base.”

You can even incorporate jokes into your email subject lines or ad headlines. Something like:
“Why did Dad bring a ladder to the store? Because he was going to the next level. So should you—our Father’s Day Sale is live!”

2. Run a Father’s Day Giveaway

Generate buzz and attract new followers

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Giveaways are one of the most effective methods to build excitement, increase engagement, and grow your audience—especially around special occasions. A well-timed Father’s Day giveaway can earn you thousands of impressions and introduce your brand to new audiences.

Here are some giveaway ideas:

• Like and follow to get meal vouchers to treat Dads by Paper Mill

• New Baby Gear for Dads giveaway by Tactical Baby Gear

The reward doesn’t need to be expensive. Even a well-curated gift box, branded voucher, or sponsored dinner can encourage participation.

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3. Encourage User-Generated Content (UGC)

Build trust and emotional resonance through real stories

Father’s Day is a time when people reflect on heartfelt memories, and user-generated content (UGC) gives your brand the opportunity to celebrate those stories alongside your audience. It’s also a powerful way to build authenticity and social proof.

Encourage your community to share:

• Photos or videos of dads being awesome
  
  
• Heartfelt letters or quotes about their fathers
  
  
• Creative gift-giving moments featuring your products
  
  

Create a branded hashtag and repost standout submissions on your channels. Not only does this fill your content calendar with genuine, relatable moments, but it also fosters a stronger emotional connection with your audience.

UGC doesn’t just increase engagement—it inspires others to take action, whether that’s entering your giveaway, making a purchase, or simply interacting with your brand during the season.

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4. Offer Special Discounts for Dads

Create urgency and drive direct conversions

Running time-sensitive promotions is a classic strategy for Father’s Day—but it still works brilliantly when done right. People are always looking for meaningful, affordable gifts, and a limited-time offer can help nudge them to purchase faster. 

Make sure to add a countdown timer on your website or landing page to build urgency. Combine the promotion with storytelling and emotional messaging in your ads, such as:
“For the man who taught you to ride a bike—give him something that says ‘Thank you’.”

Also, don’t forget to segment your email lists and target customers who’ve purchased similar products in the past. Personalisation will boost click-through and conversion rates.

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5. Decorate Your Online Store with Father’s Day Vibes

Optimise your digital storefront for the season

Just like retail shops decorate for the holidays, your e-commerce store should reflect the occasion—especially for Father’s Day. A visually themed online storefront immediately signals to customers that you have something special prepared for the season.

Here’s what you can do:

• Create a “Father’s Day Gift Guide” section on your homepage
  
  
• Add themed banners or sliders featuring your promos
  
  
• Update product thumbnails with “Great for Dads” tags
  
  
• Use warm, family-oriented visuals
  
  

Make sure the UX (user experience) is seamless too. Include filters such as:

• Gifts under $50
  
  
• Gifts for the “cool dad,” “tech dad,” or “outdoorsy dad”
  
  
• Same-day or express shipping
  
  

Your online storefront is your first impression, and during Father’s Day, it should feel festive, meaningful, and easy to navigate.

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6. Create Targeted Ads with a Father’s Day Angle

Reach the right audience at the right time with relevant messaging

Running seasonal ad campaigns on Meta, Google, YouTube, or TikTok is essential to stand out from your competitors during Father’s Day. But the key is to not just promote your products—tell a story.

Tailor your ad creatives to include:

• Warm visuals of fathers with their kids
  
  
• Emotional messages about fatherhood
  
  
• Offers with clear CTAs like “Shop Now for Dad”
  
  

Also consider your audience targeting. Go beyond just age and gender—target people who are:

• Parents themselves (buying for their own fathers)
  
  
• Partners of dads
  
  
• Kids aged 20-40 likely to be gift buyers
  
  

For better performance, run A/B tests on different visuals (funny vs. emotional), and optimise based on engagement and conversions.

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7. Post Surprise Reactions from Dads on Social Media

Leverage authentic emotional moments

People love watching genuine reactions—especially when they’re heartwarming or funny. That’s why surprise videos perform so well across TikTok, Instagram, and YouTube Shorts.

If you’re gifting influencers, contest winners, or even staff members, ask them to record the moment they give their dads a surprise gift. Post these clips as Reels or Stories with captions like:
“When Dad opened his surprise gift… 🥹”

These types of videos are highly shareable and help humanise your brand. They also inspire others to take similar actions—which can drive more purchases or participation in your campaign.

You can even encourage your community to send in their own surprise moments for a chance to be featured.

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8. Share Interview Clips with Dads

Spotlight stories that reflect your brand values

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Another great way to build emotional resonance is through short-form interviews with dads. These can be simple, well-lit clips of dads answering meaningful or humorous questions like Changi Airport did.

Some examples:

• “What’s your proudest moment as a father?”
  
  
• “What was your biggest parenting fail?”
  
  
• “If you could relive one memory with your kids, what would it be?”
  
  

If you're a family-focused brand, this kind of storytelling aligns perfectly with your values and content strategy.

These videos are ideal for:

• Instagram Reels
  
  
• Facebook Video
  
  
• TikTok
  
  
• YouTube Shorts
  
  

Keep it short (under 60 seconds), add captions, and include your branding subtly at the end.

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9. Curate a Father’s Day Playlist on Spotify

Build emotional connection through music

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Music is deeply emotional—and creating a Father’s Day Spotify playlist is a unique, low-cost way to connect with your audience beyond the usual ads, Yard House, An American Restaurant chain did this. It  garnered 381 saves.

Consider:

• Nostalgic hits that remind people of their dads
  
  
• Songs about fatherhood (e.g., “My Father’s Eyes” by Eric Clapton)
  
  
• Feel-good tracks for BBQs, road trips, or family time
  
  

You can embed the playlist on your website, share it through Instagram Stories, and even collaborate with influencers to promote it.

Bonus: Add voice snippets between songs using Spotify Ad Studio, where you share personal Father’s Day notes or customer testimonials.

This adds a personalised and branded touch that sets you apart.

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10. Leverage Email Marketing to Drive Sales

Use timely reminders and emotional subject lines

Email is still one of the most cost-effective channels for seasonal marketing. Start sending Father’s Day emails at least 2–3 weeks before June 15.

Your sequence could look like this:

• Email 1: Gift Guide – “Gifts Your Dad Will Actually Use”
  
  
• Email 2: Early Bird Discount – “Save 15% Before Everyone Else”
  
  
• Email 3: Last-Minute Reminder – “Still Looking for the Perfect Gift?”
  
  

Use emotional subject lines like:

• “For the man who showed you the ropes”
  
  
• “Don’t forget Dad this June 15”
  
  

Always include clear CTAs, featured products, and reminders for delivery cut-off dates.

Campaign Inspiration: The Best Father’s Day Ads by Global Brands

Need a little creative inspiration? These brands nailed their Father’s Day marketing with memorable, emotional, and often viral campaigns:

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Dove Men+Care – “Fathers and Their Impact on Children's Well-being”

A touching look at modern fatherhood and emotional connection. Great storytelling meets brand values.

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Nike – “Here’s to the Great Ones”

Celebrates father figure with powerful visuals and narration.

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Mondello Park – “The Best Father’s Day Ad You’ve Ever Seen?”

Unexpected, funny, and incredibly shareable. A good example of how humour can go viral.

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Uber – Now You Can Keep Your Eyes On Them

Tells a story of family connection through their service. Emotional with a subtle brand message.

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McDonald’s – Happiness is Made For Sharing

A simple but sweet father-daughter moment with the classic McDonald’s warmth.

Final Thoughts: Make Your Brand Part of the Memory

Father’s Day marketing isn’t just about selling—it’s about creating emotion, building memories, and driving conversations. Whether your campaign is funny, nostalgic, or heartwarming, the most successful ones all have one thing in common: authenticity.

As a brand, you have the opportunity to add value to someone’s celebration. Be creative, be human, and most of all—make it easy for people to make their dads feel special.

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Want your Father’s Day campaign to stand out? Whether you’re planning a seasonal promo or aiming to boost long-term brand visibility, our team at KPI Media, a digital marketing agency in Singapore, is here to help. Book a free strategy session with our Chief Growth Officer (normally $250/hr) and discover how a tailored media buying plan can drive real results for your business. Let’s make this Father’s Day your most impactful one!

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