The brief was to launch the new straight-to-DVD Shopkins Chef Club movie, targeting six year old girls and their mums
To bring this to life in a way that would appeal to media, we created a premiere with a difference – inviting celebrity parents and their kids to the world’s tiniest premiere, complete with pink carpet.
We made the Shopkins tiny characters stars of a pink carpet premiere, all shot from their point of view and seeded images to media.
Influencer engagement was a key part to the strategy, but we also supported consumers by giving fans an active role in launch hosting the UK’s biggest ever at home premiere, to drive mass awareness and purchase.
And did it work?
- Over 5,500 posts across social, online and print
- Generating a reach of 63,447,937
- 75% of coverage included DVD download link, and analysis provided a clear link to sales