Celebrating Cool Dads with VEGA's #DadBeard Contest
Challenge
This Father’s Day, VEGA aimed to engage its audience in a fun and interactive way. Celebrating the stylish dads who love to experiment with their looks. We wanted to create a campaign that would resonate with Gen Z, millennials, and their fathers, encouraging user-generated content and increasing brand visibility on social media.
Insight
The modern father-child relationship is full of playful competition and mutual admiration. Dads often try new looks to connect with their children, and many take pride in their beards as a unique style statement. VEGA saw an opportunity to leverage this dynamic.
Idea
The Father’s Day contest was a social media campaign built around the question: “Does your Dad get a cool dad pass?” inviting participants to upload pictures of their stylish dads’ beards. The contest encouraged users to tag VEGA Beauty using the hashtag #cooldad. Winners received a cool dad mystery box from VEGA. This initiative not only celebrated stylish dads but also created a buzz around VEGA’s grooming range.
Results
It effectively leveraged a relatable theme, encouraged user-generated content, and positioned VEGA as a brand for all generations. The campaign successfully increased digital engagement, proving the best of grooming and styling #StartsWithVega. The campaign was a resounding success, generating significant engagement and reach across all social media platforms.
Participants: Over 200+ entries were submitted.
Reach: 228,792
Impressions: 252,127
Engagement: 75,899
