Epoch Making Toys has launched a new Instagram partnership campaign that focuses on the creative storytelling of its popular Sylvanian Families brand, in a move to introduce a new generation of parents and children to the range.
For the first time in its history, the company is working with creators to bring the brand to life through Instagram Reels by producing short form videos which it states, are the perfect medium to promote collectability of the range through ‘impactful visual storytelling.’
The campaign is driven by a high-profile Instagram Influencer who created a stunning stop motion video featuring the Cosy Cottage and Caramel Dog Family. A supporting network of parent Influencers across Instagram have also each created their own mini videos and picture stories focusing on the collectability and creative play potential with each Sylvanian Families set.
All of the content produced links back to Smyths, where shoppers can purchase sets as well as take part in a competition that is running simultaneously, in which they can win their own pack of Sylvanian Family starter sets to further drive engagement.
“Many of our existing fans are already fully engaged and committed to the Sylvanian Families brand and we receive numerous incredibly creative and beautiful pieces of UGC which inspired us to launch this new campaign,” said Suzie Howes, marketing manager at Epoch Making Toys.
“Using Influencers to showcase how easy it is to open a set, start playing and developing your own Sylvanian Families story will hopefully persuade parents and children who are new to the brand to purchase those smaller, competitively priced sets, which is essentially all they need to kick start their collection.”