TaskFisher-Price's aim was to launch an online campaign that would emotionally involve mothers with the brand.
The searchHow could we involve mothers in an online campaign? That was the challenge we set ourselves at the start of the project. We analysed what was most important for mothers and what a brand like Fisher-Price could offer them.
The ideaThe most special thing in a mother's life is her child. So, how could we connect mothers with the brand?
"Make your child somebody special to the brand"
And so we came up with the new Fisher-Price campaign:
A casting that sought to find a baby to star in the brand's next commercial, and whereby the winner would get free toys for the rest of their life.
The campaign focused on 3 strategic phases:
- Getting the campaign to go viral
- Generating media interest
- Implementation of the casting via website/app
The Insight; Online video
WebsiteMothers could take part in the casting by uploading their photos and videos.
AppWe developed an app for users to take part in the casting directly from mobile devices.
Interactive TabThey could also do so via the Facebook tab.
- Community Management
- Facebook Ads
- Online press releases