HEXBUG: Creating STEM fun with microrobotic toys
OBJECTIVES:
HEXBUG, a brand of robotic toys, wanted to drive brand awareness and establish key message penetration, pushing its credentials in STEM learning and education. In addition to securing brand awareness amongst children and parents via media coverage, HEXBUG wanted to reach new audiences and customers via an influencer engagement programme, something completely new to the brand, and to ramp up their social media presence, and volume and quality of user generated content.
HEXBUG also wanted to communicate their impressive business trajectory and ongoing growth in the sector, targeting business, retail and toy trade titles.
STRATEGY:
A fully responsive proactive and reactive press office, positioning HEXBUG toys as “must haves” in the STEM sector., ensured a steady stream of product placement, coverage of new launches, reviews, business profiling and thought leadership.
We worked closely with HEXBUG to develop and launch an influencer outreach programme, ensuring that regular collaborations were in place for reviews, tests and competitions. The influencer content was repurposed for HEXBUG social channels, helping to increase followings across Instagram and Facebook. We also had great success with Christmas gift guides and product showcases, taking advantage of the educational element of the toys.
RESULTS:
132 pieces of media coverage with a combined reach of over 165.3m
115 influencers engaged with a combined reach of over 2.4m
Instagram engagement increased by over 1,400%