Children’s bath brand, Kids Stuff Crazy, launched the most colourful collaboration with Dream Works Gabby’s Doll house. To celebrate, they launched limited-edition bottles featuring the much-loved character for young children, Gabby. Kids’ Stuff Crazy arranged a competition, a luxury family trip to London, to mark the launch.

What we did:

We recommended a digital partnership with Mumsnet. Therefore, placing website ads on the site to drive competition sign up’s. Targeting consumers, parents of children, frequented to best increase engagement. We secured an Instagram collaboration with celebrity, Jacqueline Jossa, with the aim of driving traffic to relevant channels.

Creative gifting was sent out to key influencers and press, introducing journalists and influencers to Kids Stuff Crazy. The gifting aimed to showcase fun, sensory play, and Gabby’s love of cats!

A press campaign was launched to announce the launch and tailored the mailer angles to press – keeping the release relevant to parenting titles, show business titles, and celebrity titles. As a result, keeping the collaboration in the front of consumers’ minds with product seeding to influencers and current brand fans.

Results:

The current social reach of the campaign amounts to over 800k and our Beauty Team secured over 88 million in terms of MPV in coverage so far, across national, online, and print publications, business, showbiz, and lifestyle press. As a result, we saw 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. In addition to the Mumsnet ads which served over 1,000,000 impressions, seeing an average click-through-rate of double the benchmarked number