House of Handsome – Father’s Day Campaign
Client: Luxury Grooming Brand in BC
Role: Digital Marketing Intern, ABC Digital
The Ask
Increase gift card sales ahead of Father’s Day through a cross-channel campaign that resonates with both romantic partners and adult children, without losing brand sophistication.
The Objective
Drive awareness and sales of Father’s Day gift cards through targeted messaging, emotional creative, and value-based offers across paid, owned, and in-store channels.
The Strategy
We crafted a dual-track campaign designed for two distinct audiences, pairing tailored creative with performance-driven distribution.
Paid Social Ads (Meta Ads Manager)
“Spoil Your Man” → romantic visuals targeting partners
“Give Your Father a Gift Card” → nostalgic, heartfelt messaging for adult children
A/B tested creatives, CTA buttons, and audiences
Email + Organic Social (Mailchimp + Instagram)
Personalized emails segmented by audience type
Branded Instagram posts, Stories, and Reels to reinforce both narratives
Used Canva and Creator Studio to streamline visuals and scheduling
In-Store Activation
Dual-themed displays to reflect both ad sets
Gift-with-purchase bundle incentive to increase footfall and conversion
Results
+60% increase in gift card sales (50/50 split between both ad sets)
22.5% email open rate · 2.1% click-through rate (Mailchimp)
In-store staff reported a clear uptick in customers referencing online ads
Instagram follower growth + engagement peak during the final campaign week
Key Takeaway
Tailored messaging performs, especially when paired with the right platform, offer, and emotional tone. By combining performance marketing tools with creative that feels personal, we bridged digital and in-store behaviour to drive measurable results.