Zapf Creation’s Baby Born nurturing doll brand kickstarted its 30th anniversary this year with the launch of a new multi-channel campaign centered around National Best Friend Day earlier this month, harnessing PR, social, and digital to drive traffic to its website.
To mark the occasion, Baby Born created its own branded Friendship Cards with which children were able to share the name of their best friends along with a reason why they love them. Elsewhere, an Instagram gifting campaign gave influencers two Baby Born Magic Dolls and two Friendship Cards.
A burst of Instagram content ran across the day, with influencer families sharing posts of their children enjoying their Baby Born dolls, along with direct swipe ups for viewers to download their own Friendship Cards for free on the Baby Born website.
The total reach of the Instagram activity was over 500,000 and was supported by retailers including The Entertainer and Toymaster, who ran a competition to coincide with the date.
Social activity was amplified by an advertorial in leading online parenting magazine, My BABA. The online content shared details of the brand’s new Happy Birthday range, which features a host of special items to mark the occasion, including the BABY born Deluxe Happy Birthday Set, which includes everything needed to role play throwing a birthday party for Baby Born.
All activity across the year for the 30th birthday will continue to be underpinned by ongoing TV presence, digital advertising and retailer partnerships, leading up to an interactive marketing campaign which will hit nurseries across the country in September.