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


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.


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.


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

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