Mission:
Our challenge was to create an unmissable campaign to promote My Little Pony:The Movie and the new Hasbro range of toys tying into the movie.
Campaign Objectives:
- Reach parents and children
- Raise awareness of My Little Pony: The Movie and release date
- Showcase the new range of Hasbro toys
- Interact with the fans and get them involved with the campaign
Solution:
To celebrate My Little Pony: The Movie and the new range of Hasbro products, Fun Kids created an immersive, multi-platform campaign to reach our audience no matter how they interact with us.
The core focus was to engage the target audience of 4-11 year old girls and their parents, raising awareness of the My Little Pony brand, the movie release and most importantly – the Hasbro range.
We kicked activity off on 1st October, ahead of the movie release, to build a buzz and create a real sense of excitement, which continued throughout October, with new content each week.
The campaign included sponsorship of The Club with Bex for one month, two competitions, spot adverts, a vlog, and a special weekend of activity making My Little Pony unmissable to our entire audience. This included a custom homepage takeover where we made the website black and white for the weekend, visitors could bring the colour back by waving the Rainbow Dash cursor over the screen.
Results:
The campaign was a success with our audience who got involved with taking quizzes, entering competitions and sending in photos!
- 22 million on-air impacts
- 12 opportunities to hear per listener
- 1,000+ quiz plays
- 1,500 competition entries
- 8,000 newsletter opens
- 0.14% banner CTR
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