Spin Master achieves 19pt lift in product awareness with social led strategy as they ready the millennial trend collector market for their newest toy release, Fugglers. These mischievous and misunderstood plushy children's toy with squinty eyes and a mouth full of human-like teeth were looking for someone to adopt them, but not without giving them a proper warning first using the tagline "adopt at your own risk." The objective was clear, help get these stuffed monsters off the streets and into loving homes. To support the cause, Reprise developed a unique social-first approach that created new opportunities in paid social resulting in massive improvements on both brand awareness and engagement, ultimately helping reduce Fuggler neglect across the U.S.
The campaign goal was to establish 20-30% brand awareness by creating an interactive viral Fuggler takeover experience that unleashed an ecosystem of disruptive paid social marketing efforts activated around the summer product launch.
Reprise approached Spin Master's challenge with a social-first mentality given the vast improvements of in-app experiences offered across platforms. As a new product coming to market, Reprise prioritized awareness in order to ultimately support driving mid-to-lower funnel metrics later. The solution offered a range of different buying objectives including Reach & Frequency and video views, married with a range of ad unit products that used snackable pieces of interactive content and interactive AR Lens' to introduce Fuggler's in a fun way and showcase their characters' mischievous behavior.
The creative for each ad had short vignettes of a Fuggler character doing something naughty or pulling some kind of prank on their "owner" with the tagline "adopt at your own risk." In order to increase engagement with the brand, Snapchat Lens to build memorable moments with their audience. Expanding on the concept of Fugglers and their playful personalities, the Lens featured the characters around Snapchatters' heads doing silly activities like singing or doing yoga.
By narrowing our targeting to a specific group of younger millennials through culturally relevant pop-culture behavior/interest targeting and Snapchat's lifestyle categories, Reprise was able to provide a solution that focused on users most likely to engage with the creative and eventually make a purchase.
After reviewing campaign objectives, Reprise partnered with Kantar Millward Brown and Snapchat to prove out the success of the campaign strategy to increase awareness on the platform.
Stats
●19pt. lift in product awareness
●19pt. lift in message association
●12pt. lift in product association
Snapchat specific stats on engagement
Ultimately, Reprise's strategic approach proved to have a tremendous impact on driving awareness of new brand product and create memorable moments for Fugglers. The campaign outperformed all Millward Brown norms across the board thanks to the unique creative and messaging. Most notably, the message association lift was 4x above norms!
