Father's Day: Celebrating all the diverse expressions of fatherhood
Starting next week, we’re launching our Father’s Day campaign across our town centres, celebrating the diverse expressions of fatherhood.
Designed to support you, as our valued retail partners, to drive authentic engagement in our communities by recognising Father’s Day and connecting on a local level with our shoppers in-centre.
As a pivotal event on the retail calendar, the 2024 Father’s Day campaign is driven by emerging trends and changing customer needs. We are recognising the growing diversity of how fatherhood is expressed in the community and helping to unlock a Father’s Day experience for every kind of father figure by connecting with our customers to celebrate their differences.
Knowing different father’s use different love languages to express their emotions, our creative platform ‘Got it from Dad’ specifically leans into the insight that Dad’s express their love through their sharing of passions and traits. This distinctive campaign helps customers acknowledge and celebrate Dad by recognising the unique, unspoken needs of Dads, allowing us to facilitate gifting inspiration and drive product sales through these emotional connections.
Our primary customer segment for this campaign is family focused with both young and established families. They represent a significant portion of our national market and demonstrate a strong affinity for our centres with frequent visitations. More likely to be female, they are a high spending group that shops across all retail categories. This high-value segment will be strategically targeted to maximise share-of-wallet captured during this key retail period.
Bringing the campaign to life
Using a balanced omni-channel approach, the campaign will be amplified across Stockland owned and paid digital media channels, targeted to our key audience groups, and optimised throughout the campaign to drive traffic and boost sales. The campaign helps our customers acknowledge Dad in their own love language by creating online and in-centre experiences to connect with family and create a sense of community.
Strategic Collaborations
We are partnering with key influencers and their fathers to showcase valuable life lessons, traits, or skills that have been passed down through the generations. This authentic, inspiring content is designed to connect the audience directly with the products featured in the curated gift guides and the retailers profiled on our website to drive foot traffic to our centre’s, and ultimately increase sales.
Curated Gift Guides
In-line with our localisation strategy we have engaged with all stores at a centre level to provide details on the local centre approach including participating in our curated Father’s Day gift guides driving product sales across a range of key categories showcasing the diversity of Dad’s interests with a strong call to action.
In-Centre Experience
The in-centre experience will include tactical sales driving experiences, curated digital content amplified across our website, eDM’s and our digital screen network. In addition, impactful in-Centre displays, POS, signage and visual merchandising will also activate the campaign visually to ensure a seamless end-to-end experience for our shoppers across all touchpoints.
Competition
We are launching a national competition as part of our campaign strategy to boost engagement and driving traffic and sales in our town centre’s during this promotional period. The national prize pool consists of a $5,000 major prize and 10 x $100 Stockland Gift cards to drive spend back to our valued retail partners.
View our National Retailer Marketing Plan here or contact your centre-specific Marketing Executive for more information on our upcoming campaigns.