Using Influencer Marketing to Nail the Father’s Day Fit
The Challenge
Workwear and apparel brand Dickies was coming up on a critical marketing moment: Father’s Day. While the brand has become hugely popular in streetwear and skate, it remains a workwear brand at heart – and Father’s Day has long represented a key opportunity to build awareness and engagement among its target market of young to middle-aged men.
In an increasingly competitive landscape – and menswear brands especially active during Father’s Day – Dickies aimed to break through the noise with a unique campaign that celebrated its quality apparel and conveyed authenticity to audiences shopping for Father’s Day gifts.
To create a memorable campaign, Dickies tapped into its existing Affiliate network, leveraging the talent and followings of its content creators to deliver the right message to the right audience. While Dickies recognized the potential effectiveness of this approach, past attempts had led to high costs, a complicated creative process, and weak returns.
With its deep Influencer and Affiliate expertise, Tinuiti knew it could cut complexity and elevate performance far past Dickies’ previous efforts. Dickies asked Tinuiti, its full-funnel performance marketing firm, to help hit the mark.
Results
+$40697
Increased revenue
+3477
Clicks to website
+66073
Impressions
How We Did It
Tinuiti’s Influencer team did a deep dive into Dickies’ 65+ influencers across Instagram and TikTok to assess whose content and audiences best aligned with the campaign’s goals.
Instead of focusing on the dads themselves, the campaign targeted women (the largest group of Father’s Day shoppers) who might be gifting workwear to the father figures in their lives. To expand the audience, the campaign aimed to celebrate the “doers” in their lives – anyone from their literal father to the “work dads” who became family through shared DIY projects.
Tinuiti and Dickies collaborated to select influencers whose content focused on home makeovers and DIY projects, prioritizing those with substantial female followings.
After narrowing the list and selecting seven influencers, Tinuiti’s Influencer team took full control of the creative production process, managing it from start to finish. They provided all necessary assets to support video creation, including a detailed creative brief, copy, visual components, and an exclusive promo code for influencers to share with their followers.
Tinuiti handled the iterative review process, ensuring each submitted video met accuracy, completeness, and messaging requirements.
Dickies was thrilled with the finished products, with each of the user-generated videos genuinely conveying the brand’s quality and utility. Videos ranged from buttoned-up to lighthearted – featuring a range of professional contractors, DIY couples, and comedic Mr. Fixits – all sporting their Dickies gear.
Performance was exceptionally impressive for an organic-only campaign with a small budget, generating nearly 3,500 website visits from exclusive promo codes and more than $40,000 in revenue. In fact, due to this strong performance, Tinuiti and Dickies organized follow-up projects with these influencers, building further success after the campaign wrapped.
Fathers everywhere were introduced to the durable and dependable quality of Dickies apparel, thanks to the campaign’s targeted Influencer strategy. The combination of authentic content, compelling tactics, and Tinuiti’s precise content management capabilities had clearly hit its mark and generated remarkable results.
Tinuiti’s strategic approach and hands-on management of our influencer content not only freed us of the back-and-forth; it also drove huge success, with impressive engagement across both TikTok and Instagram. I’ll admit it – we were once skeptical of the strategy, but this partnership proved to us that targeted, well-executed influencer marketing can really move the needle with our audience.
Lindsay Burgor
Senior Manager, Brand PR and Influencers, Dickies
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