When Spin Master was looking for a different way to launch their Luvabella Doll in the Australian market, they turned to us.
With an objective to raise awareness amongst 4 to 6 year old girls, we partnered with Totally Awesome (the largest kid-safe digital advertising and content platform in APAC) and commissioned ‘kidfluencer’, Grace’s World, to create bespoke Luvabella content.
Grace’s World is a YouTube channel known for stories about her favourite doll brands, Barbie and American Girl. Our idea saw us integrate the new Luvabella Doll into a Barbie story and amplify a 30-second cut down of that video on the Totally Awesome network during the campaign period.
With over 7 million YouTube views and high view-through rates on the 30 second cut down, Spin Master were ecstatic with the results. So much so that Spin Master in North America took the content and re-used it for their local marketing activities.