Hasbro (Play-Doh)

Influencer campaign: Mix It Up

As much as kids love Play-Doh, research shows that 3 in 10 parents would rather let them play with something else. Charly PR turned this around with a catchy PR and influencer campaign in collaboration with Jaap Reesema. This resulted in a 66% increase in sales.

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“You are a fantastic team. The Belgian and Dutch colleagues really worked together as a unit. Your work radiated drive and enthusiasm."

Hasbro

CHALLENGE

Take away the Play-Doh barrier

Play-Doh is the No. 1 Arts & Craft brand. Still, the jars sometimes annoy parents. Mixed colors, colors in the wrong jar, … Up to us to show that the upsides (fun, endless creativity, ...) far outweigh the downsides.

STRATEGY

Turning a disadvantage into an advantage

Charly PR tells stories that stick because the target audience can relate to them. And what better way to do that than with music? That's why we launched the ultimate play song "Mixen Maar!", together with the popular Benelux influencer, singer and father Jaap Reesema. We put it on Spotify and promoted it through various media channels.

IMPACT

66% increase in sales

The Mix It Up! campaign led to fantastic media and influencer results (see below). Because so many people identified with the story, the massive engagement on social media created huge organic reach and interaction. Thanks to the campaign, Play-Doh sales in the Benelux increased by 66% compared to the year before.

Coverage: national media (RTL Boulevard, RTL Nieuws, Fabulous Mama, Famme, J/M Ouders & Goed Gevoel, Het Laatste Nieuws), regional media (Brabants Dagblad, De Stentor, De Gelderlander, marcom media (Adformatie) and parenting blogs like Mama’s liefste, Love2bemama and Meervanmir and influencer platforms (Kim Kötter, Monique Smit, Queen of Jetlags, Yasmine Barrag, Siska Schoeters, Ann Van Elsen and Aurélie van Daelen).