We connect with mums through a powerful insight

The Casting

Fisher-Price

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Task

Fisher-Price's aim was to launch an online campaign that would emotionally involve mothers with the brand.

The search

How 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 idea

The 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:
"The Casting"..
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:
  1. Getting the campaign to go viral
  2. Generating media interest
  3. Implementation of the casting via website/app

The Insight; Online video

During the first phase of the casting, the idea was to connect in order to go viral. And we found a powerful insight: a mother's love. On the basis of this insight, we launched the viral video that linked back to the casting website.

Online Campaign

Website

Mothers could take part in the casting by uploading their photos and videos.
  • The Casting. Fisher-Price
  • The Casting. Fisher-Price
  • The Casting. Fisher-Price
  • The Casting. Fisher-Price
  • The Casting. Fisher-Price

App

We developed an app for users to take part in the casting directly from mobile devices.


Interactive Tab

They could also do so via the Facebook tab.

And also
  • Video-banners
  • Community Management
  • Facebook Ads
  • Online press releases

Newsletters



The Casting. Fisher-Price

Facebook tab

The Casting. Fisher-Price

The results

users

4.664

candidates
video

136

videos
picture

9.288

photos
check

411.543

registered votes
search

109.535

views of the viral content