Rascal + Friends, the fastest-growing diaper brand globally and #1 liked and followed diaper brand on TikTok, has teamed up with Moonbug's CoComelon, the most-watched children's channel, to launch limited edition training pants and diapers. The partnership aims to make change-time easier for parents and provide fun experiences for their little ones.
The two brands share a common vision of easing the parenting journey through relatable and playful brand ethos. The collaboration includes limited edition diaper prints featuring JJ & friends, collectible sticker sheets, and interactive online resources, providing families with a unique opportunity to engage with CoComelon beyond the screen.
The partnership with CoComelon, a well-known brand to millions of parents globally, has boosted Rascal + Friends' brand awareness, establishing it as a key player on the global stage. The partnership has also resulted in an explosive launch that has captured the attention of parents worldwide.
Rascal + Friends key strategic goals were:
Drive mass brand awareness of Rascal + Friends and the CoComelon partnership
Drive trial and education for Rascal + Friends training pants and premium diapers and their USPs
Increase sales by at least 15% across all markets
Leverage the credibility and awareness of CoComelon to unlock new business opportunities and accounts
Enhance brand loyalty by fostering a strong connection with our enthusiastic community of brand supporters and advocates
To bring the partnership to life, Rascal + Friends launched a comprehensive 360-campaign that included a range of strategic activities and tactics across social, digital and offline platforms. The launch was split into three key phases:
Launch: to tease the collaboration while in-stock levels build, and announce the partnership with press & launch event
Explode: to explode the partnership with full-funnel media campaign, key retailer activity in-store and online, influencer campaign + more - aiming for saturation across core target audience
Sustain: to sustain momentum by continuing to delight and engage customers, drive trial, and turn new trialists into advocates
Activity executed throughout the launch campaign included:
Global organic Instagram teaser campaign
Welcomed the audience to the ‘Rascal + Friends Room’, a nursery filled with breadcrumb clues that alluded to the ‘announcement’. Throughout the week, content across feed, stories, and an exclusive ‘Close Friends’ series uncovered a new piece of the puzzle, captivating audiences who circulated their guesses.
A full-funnel social and digital media campaign across Meta, TikTok, Google and Connected TV
Partnering with Moonbug to create bespoke CoComelon content for launch, including in-house photoshoots, TVC content and collateral such as interactive potty training assets and website material.
Bespoke Rascal + Friends x CoComelon influencer boxes sent to over 1,700 influencers
An interactive pop-up PR box designed to surprise, delight and educate, containing a pack of Rascal + Friends CoComelon diapers or training pants, collectible sticker sheets and an exclusive R+F x JJ branded towel.
Interactive CoComelon sticker sheets included FREE with every product
6x different sticker sheets to collect in each retail box created a ‘FOMO’ appeal upon purchase. Each sheet was associated with a different topic, where unique QR codes linked to a related educational CoComelon video online.
OOH to drive mass awareness and credibility for the partnership
A highlight included lighting up New York’s Times Square with a digital billboard featuring Rascal + Friends and JJ, which the brand then amplified heavily across social and digital.
In-store activations
Including CoComelon character meet and greets, in-store aisle takeovers, branded feature spaces and additional POS
An online Rascal + Friends x CoComelon hub
A dedicated landing page on the website served as a one-stop touchpoint for all things related to the partnership, product and parenting.
Media features across key parenting and traditional outlets
Worked closely with local PR agencies to generate hype in the media, around Rascal + Friends success story as the big-little brand from New Zealand.
A large-scale DTC sampling campaign
160,000 Rascal + Friends x CoComelon samples distributed FREE to parents worldwide.
Challenges faced by the brand included:
A ‘soft’, gradual launch meant they had to carefully communicate and manage customer expectations, while working closely with retail partners and stakeholders.
Assuring the existing customer base that there had been no changes to the physical quality and functionality of the product.
Aligning internal and external stakeholders, activity, and plans to launch the partnership globally across 10 countries
The partnership has and continues to drive incredible brand growth, achieving record sales weeks across every market globally. In the six months following the launch, our increase in sales well exceeded targets.
+235% in the US
+30% in the UK
+134% in Ireland
+30% in Canada
+24% in Australia
+12% in New Zealand
+20% in Singapore
+50% in Vietnam
+110% in Philippines
From a marketing standpoint, they’ve achieved phenomenal brand awareness, affinity and community engagement for both brands, and elevated Rascal + Friends to the global stage by establishing them as an industry leader. Some highlights to date include:
‘CoComelon diapers’ became the second most-searched CoComelon term in the first 2 weeks post-launch
Rascal + Friends x CoComelon products received an average customer rating of 4.8 stars on Walmart’s website
Over 371M impressions were reached globally across social and digital media campaign
An increase in brand searches for “Rascal + Friends” by +1,700%
Volume of customer interactions doubled across Rascal + Friends social media
Engagement rate on Instagram increased from an increase to 9% from 3% during the CoComelon teaser and launch campaign, with an organic post reach of 750,315
Rascal + Friends became the most-liked and followed diaper brand on TikTok
160,000 samples distributed
+2100 influencers seeded globally, including @yesthatsmeimgrace @whitleavitt @karaleapior @Shaaanxo @iamsoph @myerandjuliette @moriahceleste @pachatzke @ollierose_ @chelsieaashley_
A combined following of 20.9M across seeded influencers in the US alone
Press features in the likes of Baby List, Daily Mail, Motherly, The Sun, Mother&Baby + more
