Simba Smoby Toys UK has made 2020 a ‘pivotal year’ for building awareness and loyalty for the Smoby toy brand, through an online and social media campaign that targeted parents through influencers, celebrities, and online media.
Until now, all social activity for Simba Smoby and the Smoby toy brand was handled through its French headquarters, but since the summer, the UK division has been engaging with consumers through its own UK social channels, including Facebook and Instagram.
In doing so, it has been able to engage with high profile parents and celebrities such as Helen Flanagan amd Amy Childs, who have been sharing Smoby posts with their own fans and followers. On top of this, the firm has been running a two-month sponsored role play feature on Mumsnet, the UK’s leading parental website, throughout September and October.
According to Simba Smoby, the response has been impressive, with ‘phenomenal levels of engagement’ and ‘many millions of impressions recorded in just three months.’ The company reports that ‘thousands of clicks to retail have also been achieved’, helping to raise the awareness of the brand and all it has to offer.
Martin Whitaker, managing director, Simba Smoby Toys UK, said: “Just before lockdown, we commissioned a report to find out where Smoby was positioned with parents in the UK market. The findings confirmed to us that parents see Smoby as a trusted brand leader in its field. The one thing we were not doing was talking directly to our core market in any structured way.
“Our new social media strategy will do this in spades, and we have been staggered by the engagement rates we are seeing. So many parents want to know more about the Smoby brand, as well as new product launches. They also enjoy posting pictures of their own children playing with their much-loved Smoby toys. By adding in the high-profile mums and celebrity engagement we were able to take things to a whole new level.
“However, the awareness programme is more than just a temporary campaign drive; the celebrity endorsement, social media and mums’ activity will continue throughout 2020 and into 2021. Now that we have established the channels, growing the audience and engaging with them though relevant and time-appropriate content will be key to the brand’s growth over the coming years.
“We are committed to investing in the programme for the foreseeable future, helping to promote further brand loyalty and support for our retail partners. In 2021 we plan to amplify this effort with more marketing investment, including TV campaigns for our outdoor and role play ranges.”