Social and Influencer > Culture & Context
OGILVY , Sao Paulo / HASBRO / 2019
Overview
Credits
Background
Despite we have always been a desired toy brand, we started to lose sales - a consequence of our premium price positioning versus a cheaper copycat competitor, combined to the arrival of fresh new toys.
As children communication with kids has a lot of restrictions in Brazil, an opportunity was to increase relevance among parents, as they could be either an influencer or a barrier to the purchase.
Nurturing better kids was always the essence of our brand. Furthermore, one of the most important things for every parent in the world.
But parents were still struggling to define what Baby Alive stands for.
This means it was the time to retake and strongly reinforce our essence: helping parents to raise better kids.
We saw a great chance to increase the conversation around Baby Alive, adding value to our brand propositioning and therefore increasing sales.
Describe the creative idea
Baby Alive believes that playing with dolls helps to raise better kids, as it develops empathy and responsibility. And this is not a “girl thing”.
We turned the insight into a simple campaign appeal to raise a discussion regarding gender stereotypes: “boys can play with dolls”, making us the first brand to feature boys taking care of baby dolls.
Our message is universal and remembers parents that when kids are playing with a doll, they are not just playing, but learning to care, and this matters to everyone, regardless the gender.
After all, if playing with dolls can make a girl a better mom, why wouldn’t it make a boy a better dad?
That is what “We all can take care” is about.
Grounded in a proprietary pillar and based on a valuable speech, we talked about a powerful thing: all children should have the chance to learn to care.
Describe the strategy
If we wanted to sparkle a social discussion, this was the right moment.
We had the property to talk about it, the cultural tension and the discussion already going on in social media, where people became truly activists after the last presidential elections.
Besides, social media was the first choice considering this is a sensible matter, so we could segment, track and respond our target if we wanted to stay true to our positioning until the end.
Thinking of it, we’ve created a smart responding strategy to make sure the conversation would not lose temper and to keep the discussion going on. That’s why our message was grounded and supported by specialists, because if we were going to challenge society, we would also have to face the haters properly.
Our target segmentation considered parents and people interested in our cause, but also conservative parents, based on their behavior about politics.
Describe the execution
Our launch strategy was focused on spreading a series of videos for five days, signed by the hashtag #CuidandoComBabyAlive.
In order to have a complete coverage, we combined different channels, so we could guarantee the boost and the qualified audience of Twitter, the engagement levels of Facebook/ Instagram and the frequency and retention of Youtube.
To track the repercussion at the very beginning and adjust the message if it was necessary, we’ve decided to keep increasing the target audience throughout the time, boosting negative commentaries but also replies from our supporters.
This means people were really arguing about it.
To boost the conversation even more, a team of content strategists were 100% focused on responding, supported by specialists such as pedagogues and psychologists, and also parents who have participated on the campaign.
List the results
There were more than 75 publications worldwide, including journals from more than 30 countries.
In Brazil, we’re in the trending topics after 10 hours of campaign, while social influencers shared our campaign in social media, totaling 13,5 million followers.
It was more than 225k interactions to the brand, with surprisingly 80% of positive mentions, as many raised their voices in favor of the brand, especially when few haters expressed their discontent based on prejudiced points of view.
As the discussion became political, specialized portals joined as well:
Progressist publishers such as Quebrando o Tabu (10,8M followers) supported the campaign, while Manuela D’ávila, a strong candidate for vice president of the opposition, shared it on her social networks.
In only 4 weeks, sales increased 28% in total, being +93% in e-commerce, making April, a low season for toys, the best month in 2019.
Please tell us about the challenger brand and how your campaign challenged/was different from your competitors
First of all, we’ve challenged the category:
While few brands had something important to say to parents, we proved our commitment to raise better kids for the future, inviting parents to do their part and abandon gender stereotypes.
In a category divided by gender, such as toys, we’ve included boy dolls in our portfolio and we were also the first doll to call both mommy and daddy.
But we did more than include boys in the category. In fact, we’ve raised a discussion to challenge the whole society.
We had the courage to take a stand for gender equality in a turbulent moment for Brazil, where this could result on brand losses and haters.
We understood we had an important role to play as a kids’ brand, in such a context where child development and gender stereotypes was in the middle of the discussion.
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