Children’s bath brand, Kids Stuff Crazy, launched the most colourful collaboration with Dream Works Animation’s Gabby’s Dollhouse. To celebrate, they launched limited-edition bottles featuring the character, Gabby, a much-loved character for young children. Kids’ Stuff Crazy also arranged a huge competition, a luxury family trip to London, to mark the occasion.
What we did:
We recommended a partnership with Mumsnet to place a set of website ads, driving consumers to the competition entry page. These ads targeted the zones that our target consumers, parents of young children, frequented to best increase engagement. We recommended and secured an Instagram collaboration with household celebrity, Jacqueline Jossa, We agreed on the deliverables of a reel and set of stories to drive traffic to both the Instagram page and the website.
Creative gifting was designed and sent out to key influencers and press, this introduced journalists and influencers to Kids Stuff Crazy’s ethos of fun, sensory play, and to Gabby’s Dollhouse’s cat obsession!
A press campaign was launched to announce the collab and tailored the mailer angles to press – keeping the collaboration relevant to parenting titles, show business titles, and celebrity titles – keeping the collaboration in the front of consumers’ minds with product seeding to influencers and current brand fans.
The current social reach of the campaign amounts to over 800k and we secured over 88 million in terms of MPV in coverage so far, across national, online, and print publications, business, showbiz, and lifestyle press. An increase of over 4,000 followers for Kids Stuff Crazy’s Instagram. Jacqueline Jossa’s content had a reach of over 660,000 with nearly 20,000 content interactions. Over 1,000 new entries in the Kids’ Stuff Crazy x Gabby’s Dollhouse competition. The Mumsnet ads have served over 1,000,000 impressions, seeing an average click-through-rate of double the benchmarked number