TAKING THE ICONIC CHARACTER TO WHOLE NEW AUDIENCES VIA INSTAGRAM
Thomas & Friends
Track Challenge
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27
Pieces of content from 3x celebrities
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4.8M+
Reach of organic content via celebrities’ own channels
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607k
Organic video social video views
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4k+
Competition entries
MAKE THOMAS & FRIENDS FEEL FRESH, NEW AND RELEVANT TO PARENTS AND CHILDREN AGED 2-4 VIA A NEW SOCIAL-FIRST IDEA.
SERVICES
PROVIDED:
Creative campaign planning
Creative direction
Media strategy
Social media posting strategy
Content creation
Paid media planning
Influencer partnerships
THE BRIEF:
THE RESPONSE:
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Challenge celebrity parents Joe Swash, Jordan Banjo and Ferne McCann to plan, build and reveal an amazing and imaginative Sodor railway featuring the latest toy sets for their children to enjoy playing with.
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The creative was played out across all campaign assets, including lock-up, printed materials, video end frames and social templates.
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Influencers’ kit boxes were designed in-line with the overall creative, and were bursting with hero product and themed props, as well as branded collateral incl. hints & tips, stickers, themed backdrops and colour-in sheets to encourage further play.
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A hero edit featuring the influencers’ #ThomasTrackChallenge creations was promoted via paid social, with a call to action for fans to build their own Thomas tracks. Plus, fans were encouraged to like their favourite track from the hero video for a chance to win Thomas & Friends vouchers.
HITACHI INSTAGRAM
Positioning Hitachi’s Instagram as the go-to destination for Social Innovation and climate action.
COMPASS BOX
Securing quality editorial coverage that highlights the whisky maker’s premium drink credentials.
THE BODY SHOP
An immersive event – full of wonder – in the heart of the city.