NBCUniversal
Spirit Riding Free Campaign
How do you maximise awareness of a new brand with plans to move to free-to-air and launch a brand new product line?
Key Information
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

Challenge

KI needed to plan 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.

Approach

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’.


Key deliverables:
  • 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.

Outcome

The music video we produced to ‘Friends Forever’ received over 2.8M views at its launch!



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