Fisher-Price has outlined its plans to embrace new media with a new marketing campaign that aims to hook the emerging millennial parent audience. The Play More campaign highlights the firm’s initiative to move away from traditional advertising with its plans for video content, backed by appearances from a prominent celebrity mum.
“Social media is a popular platform with mums and as a result is an effective way for us to drive awareness and engage with our consumers,” commented Wendy Hill, director of brand activation at Mattel UK. “It also provides us with an opportunity to drive traffic to retailers and to help consumers purchase products that they have showed interest in.”
This move marks another in a series of manoeuvres by parent company Mattel towards new media marketing after the firm announced back in December 2016 that their biggest marketing focus of the coming year would be on YouTube influencers. Fisher-Price confirmed a large part of the Play More campaign would focus on ‘snackable’ video content, engaging videos that lend themselves to sharing on social media platforms, of which the most notable is Facebook.
With this new focus on video content, the firm aims to engage parents behind the idea of creative play, encouraging natural curiosity, exploration and inspiring the imagination. The videos will showcase key Fisher-Price products bringing the campaign’s messages to life. “Creativity is a fundamental part of a child’s development,” added Hill. “Feeding their natural curiosity, encouraging exploration, stimulating little one’s imaginations, while also helping them to learn and grow in their own way.”
The firm has outlined plans for several videos, starting with the Rock-a-Stack, which aims to help children understand their world while teaching grasping and stacking and handeye coordination. Elsewhere, Baby’s First Blocks will encourage creativity and teach shapes, while Fun Feelings Monster, teaches nurturing social skills and emotions. Finally, Jonathan Adler Monkey Mirror will stimulate senses and encourage self-discovery.