Universal

SPIRIT RIDING FREE

How do we maximise awareness of a new brand with plans to move to free-to-air and launch a brand new product line?
KEY STATS
Partnerships with POP and Smyths toys superstore
4,317,124 reach and impressions across digital, social and print
#1 Show on Pop! at launch with girls 4-9

Our Challenge

We planned and created a large-scale, multi-platform marketing campaign to achieve maximum reach and promote brand awareness with the launch of Spirit on POP, as well as supporting the new toy line.

Our Approach & Solution

We created and executed a full 360 marketing and media plan. Using watch // win // buy messaging across all activations, we were able to fully engage the audience in a complete brand experience. 


This included planning an influencer event: The Stable Sleepover which was an overnight event where a range of influencers and competition winners rode horses, had a sleepover in a themed Spirit room, did arts and crafts and a karaoke session too. This was also opened up to competition winners with a competition hosted on Pop’s website, and featured retailer support. 


We also worked with three top influencers from the Netherlands, UK and France to create a music video to hit Spirit song, ‘Friends Forever’. The video has over 2.8M views so far!


Additional content we provided included:

  • We designed, built and hosted a brand new HTML web side-runner game.
  • Unboxing video content was created to support retailers.
  • The Spirit Riding Free trailer was pre-rolled on YouTube and children’s media.
  • Activities, quizzes and articles were placed in multiple children’s magazine titles.