Epoch has tapped Norton PR to implement a heavyweight influencer and digital campaign for the big 35th anniversary celebrations of its Sylvanian Families brand and its crafts line, Aquabeads.
Under the new contract, Norton PR will work alongside Epoch’s longstanding retained PR and social media agency, Highlight. The two will work across new digital and creative campaigns for the toymaker’s portfolio of brands.
Celebrating its 35th Anniversary in 2020, the collectable Sylvanian Families brand will be supported by a creative content generation campaign spearheaded by leading Instagram parents, celebrities and bloggers designed to actively promote its history, heritage and enduring appeal.
Working with the EPOCH marketing team to develop brand partnerships and amplify existing media plans, Norton PR will utilise Influencer Brand Ambassadors to increase awareness of new range introductions including the Red Roof home collection and Family Adventure themed sets arriving later in the year.
For the first time, EPOCH will promote its arts and crafts brand Aquabeads in partnership with TikTok creators to introduce a unique creative play initiative. The brand will also be the focus of a dedicated YouTuber campaign and themed events throughout the year, managed by the Norton PR team.
Suzie Howes, marketing manager at EPOCH making toys, said: “This is a really exciting year for Sylvanian Families. We have some great 35th anniversary plans and products in the pipeline which Norton will be able to support and amplify with an extensive platform of influencer content, thereby ensuring we deliver a 360-marketing campaign in 2020. We’re also looking forward to exploring TikTok as a new creative platform for Aquabeads. There are some very talented content-makers out there and we are keen to see how imaginative they can be with this brand.”
Emma Arthur, PR director at Norton PR, commented: “Having identified exciting new opportunities and communication platforms to promote both Sylvanian Families and Aquabeads, there is so much potential to develop lasting influencer partnerships for both brands in 2020 and beyond.
“As audiences evolve and move away from traditional TV, we plan to work with content creators, YouTubers and parents to encourage creative UGC and immersive storytelling to complement EPOCH’s PR and marketing initiatives for 2020.”