• Ikon Sydney L4, 1 Kent Street
    Millers Point NSW 2000
    Tel: +61 (2) 9290 7500
  • Ikon Melbourne L25, 2 Southbank Boulevard
    Southbank VIC 3006
    Tel: +61 (3) 9633 7200
  • Ikon Brisbane Level 3, 100 McLachlan Street
    
Fortitude Valley QLD 4006

    Tel: +61 (7) 3308 5900
  • Ikon Auckland Level 10, 22 Fanshawe Street
    Auckland CBD
    New Zealand
  • Melbourne

    Luvabella Doll goes digital

    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.

    • Channel Planning
    • Digital & Technology