Gone are the days where parenting is solely the mum’s job. In fact, since Covid, research has shown that more dads are taking the lead at home with those key purchases. 

But with this, dads are still being left out of marketing ads, showing a clear gap in the market. So, how do we target dads and make sure that marketing no longer consists of focussing on mums?

1 – What type of dad are you targeting? 

Is it a new dad, an expectant dad, a busy working dad, handy dads, active dads, the modern dad? 

Make sure you build personas for your chosen dads and tailor copy and creative around their priorities. Don’t just target ‘dad’s’ generically.

2 – Tap into their motivations

Do not rely on stereotypes. Research what the dad is looking for, be the reason they need to come to you. Stop with the condescension or cliches while being serious. But do have fun with it.

3 – Reach them where they are

Look at the channels that dads are on and be there. Are they more on Instagram, TikTok, Facebook? What about YouTube, Reddit? 

4 – Speak their language

Most dads love a good pun. Make it clear, humorous and authentic, this builds trust. 

Just don’t make it overly emotional. 

5 – Align with real needs

When dads buy, it’s often linked to a role or moment in their lifetime. 

• Preparing for fatherhood
• Improving family time 
• Gifting 
• Solving a pain point. 

Dads are unlikely to buy big items impulsively. Make sure your core messaging is focussed on these key elements depending on your offering.

6 – Design creative that feels real

Show dads doing everyday things, like changing a tire, cooking breakfast, playing with kids. Do not show “perfect” family scenes. (They don’t exist)

✅ Real homes, real moments
✅ Dads featured as capable and connected
✅ Light humor or chaos = relatable and shareable
✅ Use real dads, not actors or AI.

Create a relationship with the dad and it will pay off greatly!

I’m Sam, first time dad and campaign manager at Rocket. I am here to make a difference for parents with our marketing efforts. 

If you want to target dads in your marketing and don’t know where to start, get in touch now and see how we can help you. Drop me an email sam.allman-briggs@wearerocket.co.uk.