TRENDING ON INSTAGRAM: ‘DILFs of Disneyland’

A new Instagram user has created the anonymous ‘DILFs of Disneyland’ amassing in excess of 107,000 followers in 3 weeks. Described as “the happiest place on Instagram,” the account promises to bring followers ‘the hottest dads at Disneyland and California Adventure Park’.

The account has also come to the attention of the international media generating millions of PR dollars for the account, with the account even catching the attention of newspapers in the United Kingdom and Australia as well as the popular digital site Refinery29.

Meanwhile on Instagram #DILF has been used nearly 55,000 times. So, is this a fad or the sign of a new social trend?

WHY IT’S HOT

For the opportune brand with Dads on their radar this new social media phenomena asks marketers to consider:

  •  From J Crew to Gucci brands have embraced the ‘yummy mummy’, will the ‘Dishy daddy’ be next?
  • Could brands such as Baby Bjorn jump on this trend and turn the necessities of parenting into ‘lust worthy objects’ for the new dad?
  • With parenting digital media and social media platforms focusing on motherhood, how can brands use social media to proactively build stronger relationships with dads?