Tuesday 27th June
Mother and Father’s Day campaigns by brands can be campy and sometimes downright boring. In the realms of sex toys, lingerie and clothing it's often not done because … sex is not something you want to think about your parents doing.
However, as I scrolled through my emails on Father’s Day, I think I saw one of the best email campaigns by a surprising source. Hella Heels, is an Australian-based brand that specialises in platform shoes for dancers, by dancers. They are one of the most popular brands in the UK for pole dancers.
Self-identifying as a sex worker-friendly, a femme-owned business that recognises and celebrates its roots in the sex worker and stripper industry, it was surprising to see a Father’s Day email campaign. but it worked! This simple campaign had me instantly clicking to learn more about why a dance shoes brand would be offering Father’s Day gifts.
Drawing from the pop culture's use of the term ‘daddy’ instead of father and recognising their target audience and where they work, they offered a different take on the ‘treat you father’. Why not treat your daddy and have him spend his money on you?
The obvious pun and reference to sugar babies show they don’t just know their customers but are celebrating them front and centre.
For me, it was a smart, simple campaign that shows that with a little creativity your brand, no matter the industry, can find ways to celebrate all the national holidays and create email marketing campaigns that draw sales.
Remember, be bold, creative and beautiful
Satisfied Kat
XOXO
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