Clementoni has demonstrated an increased investment in the marketing of its STEM, Infant and Puzzles lines across TV and cinema this year.
Over the past 12 months, the firm has also added new strands of activity to support their key Science Museum approved STEM lines.
Targeting parents and young children in the UK, the marketing strategy included a bespoke video with the newly launched Entertainer Squad, a two-week take-over of popular mum-hub UKMums.tv, a week-long takeover of Fun Kids Radio, in-store demonstrators, blogger engagement and dedicated Science Museum displays for the Christmas period.
An early start on a Saturday morning saw the Entertainer Squad gain access to the Science Museum with a group of kids to explore the range of Mechanics Lab kits in their natural environment. The video went out across Facebook and You Tube, achieving over 50,000 views.
In the lead up to Christmas, Clementoni has a dedicated ‘Christmas Window’ at Science Museum, showcasing the full range of product available to buy within the museum.
Each of the Clementoni robots are transformed into Santa’s Robot Helpers, a theme which is carried through to the website also.
Working with UKMums.tv, Clementoni took over the website for two weeks with homepage and love page graphics focusing on key product lines, dedicated STEM based content, 15 blogger reviews and ‘mums love’, competitions, newsletter inclusion and social media exposure which led to over 1.6 million impressions.
During the key Half Term Week, Clementoni placed week-long demonstrators at Hamleys and Science Museum where children could get up close and hands on with Mind Designer – the voice recognition robot.
In addition, both Mind Designer and Robomaker – the 250-component construction and programming kit – featured in a week-long takeover for Fun Kids Radio which included on air, online and newsletter and social media activity. This resulted in total on air impacts of over 4.5 million.
Commenting on the campaign, Shahbaz Khan of Clementoni, said: “We are thrilled by the positive impact the marketing efforts have had. We wanted to do something different this year that supported our retailers in other areas to complement our TV investment, so we created a plan that offered variety, creativity and engagement”.