Golden Bear and BBC Worldwide are celebrating the recent success of a combined Something Special Twitter Party that saw over six million tweets delivered to 700,000 unique users.
Celebrating the launch of a new toy range based on the popular CBeebies show, the Something Special social media party took place on Thursday, September 12th, when it trended as the fifth most popular hashtag.
In addition, the campaign featured activity with some of the UK’s most successful and influential mummy bloggers, and reached over 1 million readers.
The campaign started with a homepage takeover on the parenting website UKMums.tv and a collaboration with mummy bloggers to host the Twitter event.
Clare Piggot, head of merchandising at BBC Worldwide, said: "The brilliant results from the Something Special Twitter Party underwrite the strength of this fantastic brand, and we’re thrilled that the social media engagement was such a success.
"It’s important that we engage directly with our audiences through this well loved and with more Something Special toys available this Christmas than ever before, it’s an exciting time to be a fan of the show.”
Christine Nicholls, Vice Chairman, Golden Bear, added: “This recent social media campaign has been a great success. The results of the Twitter party were fantastic and the comments from the mums at home about our range were great to see.
"With word of mouth by influential mums being increasingly important in this sector, this social media drive was the perfect way to complement our other marketing activity.”