Oral-B Father’s DAy Initiative
Our client asked for a social program that would generate conversation for Oral-B around Father's Day as a topical event. We tapped into two insights to help develop this work. First we noted that despite the powerful emotional bond the day is meant to celebrate, many Father's Day gifts (ties, wallets, golf clubs) are pretty impersonal. Second, we felt Dad's contribution to the family often doesn't go as noticed as Mom's.
We decided to celebrate Dads, and specifically, all the smiles they had for their children throughout their lives. So, we created this moving video and put it out into the world two weeks before Father’s Day. The results were pretty amazing, earning us more than two million video views, and a Silver Effie to boot.
The campaign engagement was even better than we had hoped. Within a few days of posting, #PowerofDad was trending. People everywhere tweeted about it, shared the video, created and shared their own “dad moment” videos, and visited Oral-B’s Father’s Day homepage and Facebook page in droves.
The initiative was such a hit, Oral-B continued “The Power of Dad” following year, adding a national TV spot to the campaign.
If you’re interested in a deep dive on the campaign results, check out our Effie submission video. Our Power of Dad Father’s Day Initiative was awarded a Silver Effie.