Hexbug

Using influencer engagement, social media and media relations to raise awareness of a leading toy brand.

Brief

Leading STEM toy brand HEXBUG approached us to take control of their PR and social media activity. Our aim was to continue building brand awareness by driving positive coverage through a combination of consumer press activity, influencer collaborations and social media activity.

 

Response

Our activity has been split into four key pillars: consumer PR, trade PR, influencer activity and social media.

 

Consumer PR: To promote HEXBUG’s range of toys and support new product launches, we created a carefully planned programme of PR activity, ensuring the right products were being pitched to the right journalists at the right time.This included gift guides, hot lists, and new product roundups. We supported this by liaising with parenting, children, and pet’s titles to secure media competitions to promote the brand’s key messages.

 

Trade PR: We liaised with key trade journalists to set up a carefully plotted plan for trade activity, drafting and selling in product and company-focused releases at the right time. We also researched relevant awards to raise the business profile, securing a win at the Rainbow Toy Awards 2020.

 

Influencer activity: To build brand awareness among parents and their children, we hosted a series of themed influencer campaigns, promoting new and key product focuses. The main aim was to share some honest feedback with HEXBUG on the toys, to aid with NPD. The campaigns thus far have been a success, seeing over88 pieces of coverage to date.

 

Social media: We developed and delivered a full social media strategy from ideation to audit, implementation, and evaluation. We monitored the social media channels daily, ensuring to interact with relevant accounts.

 

Results to date

·     38 pieces of PR coverage, including in titles such as Independent,Yahoo UK, Daily Express, The Sun & MSN

·     88 pieces of influencer coverage

·     The number of accounts reached on Instagram rose by 96.9% in just three months

 

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