The objective was to create a buzzworthy, attention-grabbing presence for Squishmallows at VidCon, through immersive, memorable on-ground experiences for fans to interact with in person and for influencers to share with their audiences.
Paramount Brand Studio and the Squishmallows Brand teamed up to create a buzzworthy footprint at VidCon with unique, eye-catching, and in-demand custom activations on the show floor that drew attendees to the branded space.
Elements included a life-size Human Claw Machine, a specially made Tower of Plush featuring fan-favorite Squishmallows, and a custom-built couch made entirely out of Squishmallows. To extend the brand’s reach beyond the convention, we hired four influencers to attend the event and experience the custom activations firsthand. They each uploaded content to their priority platforms and brought the experience and Squishmallows brand to audiences everywhere.
The activations on the ground were a huge hit for attendees of all ages at the convention. We had line throughout the weekend, which drew a crowd in and made our influencer’s content all the more buzzworthy. Kate Li’s content specifically delivered a total of 4.5 MM impressions, and drove the highest amount of traffic to Squishmallow’s Amazon storefront. Taylor BeepBoop delivered a total of 3.8MM impressions and drove the second-highest amount of traffic to Squishmallow’s Amazon storefront. Melanie Schroeder drove the third-highest website link click through rate, which still fell within our benchmark. Emma Topp had the highest video views and click engagement rate of all the content, which can likely be attributed to the length of time in market and her showcasing of all the elements of the Squishmallows activation experience. Collectively, the content over-delivered across the board with 11.7 MM total impressions, which was 28% over our guarantee. It garnered 2.2 MM view and click engagements total, and had an 18.77% engagement rate, just shy of 19.14%, which is the top of our benchmark range.