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