‘Daddy Diaries’ engages young fathers

‘Daddy Diaries’, an initiative by Lodha’s New Cuffe Parade, reaches out to young fathers to spend quality time with their children

e4m by Shree Lahiri
Updated: Aug 6, 2012 8:27 PM
‘Daddy Diaries’ engages young fathers

‘Daddy Diaries’, an initiative by Lodha’s New Cuffe Parade, reaches out to fathers, who in trying to pursue their goals and achieve success have not been able to spend enough quality time with their children.

Designed by Digital Law & Kenneth, currently ‘Daddy Diaries’ is running a contest on social media in search of India’s Super Dad – a man, who is a role model to his kids and does everything in his ability to be as much a family man as a businessman.

The ‘Daddy Diaries’ campaign was kicked-off on Father’s Day, June 17. Anil Nair, CEO and Managing Director, Digital Law & Kenneth said, “In Mumbai people don’t have time and they are always rushing from place to place. The people most affected are young fathers, who earn well but what they really need is what time can’t buy, that is, time to spend with their kids.”

Based on this insight, the campaign’s objective was to create a community, using social media. This campaign ran on the Lodha Group’s website till July 23, which was Parents Day – a day meant to appreciate mothers and fathers who have cared, loved and guided their children to make them who they are today. Few people on social media platforms seemed to be aware that it was Parents Day – that’s when Daddy Diaries stepped in and a Special Parents Day Contest was announced on July 23.

To participate in the Super Dad contest, Daddy Diaries can be found on Facebook, Twitter and YouTube. It gives a chance to anyone to win a Nintendo Wii for their kids.

New Cuff Parade is a property in the heart of town and has every facility such as garden, swimming pool, etc. “It was an innovative way to engage with consumers and this was the first time any real estate organisation got involved in a social consumer engaging campaign,” Nair pointed out.

Creating a buzz on Parents Day
Daddy Diaries’ Twitter account started the buzz of Parents Day on Twitter with a hashtag contest called #ParentsAlwaysSay. Everyone’s parents have their own patent dialogues, and users were asked to share them with Daddy Diaries in order to win exclusive Shopper’s Stop gift vouchers that they could spend on their mom or dad.

The hashtag connected with Twitter users almost instantly, with a multitude of people sharing and within three hours of the contest taking off, #ParentsAlwaysSay became a top trending topic in most major cities. It then proceeded to become a top trend in India. “It was the top trend on Twitter for 24 hours straight and the contest continued the next day as well,” said Nair.

#ParentsAlwaysSay then broke globally with the hashtag being tweeted by major influencers in other countries. “It was a resounding success for Daddy Diaries. We will be inviting fathers to the New Cuff Parade property next week to celebrate their fatherhood,” concluded Nair.

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