Objectives

The Play-Doh brand has brought creativity and fun to fans for 60 years, inspiring both kids and adults to use their imaginations for limitless, hands-on creative play. On social media, the objective was to encourage fans to Explore What's Possible through inspiration and real-time, pop culture topics that resonate with our social-media savvy target.

Strategy and Execution

The Play-Doh brand has the unique ability to engage our 1.7M Facebook fans and 24k Instagram followers by sculpting globally trending pop-culture moments. It allows Play-Doh inspiration to reach more conversations and fans in a way that is completely own-able to the brand.

Play-Doh compound was used to cut, squish, and mold colorful sculptures of top trending moments, much to the delight of our fans. Some of the most notable Play-Doh posts from 2015 were creations depicting #TheDress, Deflategate, Left Shark, #RoyalBaby, Shark Week, and Pizza Rat.

Results

Over 100M global Facebook impressions were driven from pop culturally relevant content for Play-Doh in 2015. On Facebook, our average number of engaged users increased 97% from 2014, and our average reach increased 105% due to the share-ability of our content. Stand out posts include:

• Tapping into one of the most viral stories of the year, February's "Dressgate" sculpt allowed fans to chime in on the great dress debate. The post had the highest organic reach in the history of the brand's Facebook page and was the most shared post of the year, garnering over 15k shares, 110k likes, and 7.4k comments.
• The "Left Shark" post, celebrating Super Bowl XLIX's true half-time hero, had over 50k likes and 2,300 comments, and was shared across various social sites such as Reddit, Tumblr, Imgur, Twitter, and Pinterest.
• Our "Pizza Rat" post received positive accolades from our fans, and had 32k likes and 540% more shares than the average post.

We also saw significant growth on Instagram, with our average engagements increasing 214% YOY.

Media