VTech Christmas campaign

Our PR team run an effective consumer press office campaign to launch VTech's hero toys for Christmas 2021.

Challenge:

Threepipe Reply has worked with VTech on an annual retainer for the last eight years, running a traditional press office and creative campaigns, influencer marketing and organic social.

In 2021, the PR team were tasked with raising brand and product awareness for VTech’s hero toys. Using traditional media and influencer marketing, we were asked to achieve cut-through in the highly competitive toy industry during the key Christmas trading period.

Objectives:

A. Showcase the KidiZoom Print Cam, Kidi DJ Mix and Marble Rush as the leading toys for children 4 years+ for Christmas, highlighting product USPs.

B. Ensure hero toys, as well as the brand’s existing toys are included in all leading Christmas Gift Guides, alongside this year’s best and most valued toys

C. Support the brand’s core messaging and values, reinforcing the electronic and educational features of the brand’s expansive product range

D. Ensure that all communication builds on VTech being a brand that can be trusted and relied upon for parents and children alike – a true household name

Approach:

Following extensive experience across the team within the family and parenting industry, as well as a long-standing relationship with  with the client, we were able to quickly identify key audiences, market insights and target publications for VTech’s hero toys.

We  took a two-pronged approach to drive product and brand awareness in the lead-up to Christmas.

  1. Educate and Engage

A hardworking product press office that gets the product in front of the people that matter, ensuring the brand is front of mind in a crowded market and USPs are clearly communicated.

  1. Excite and Entertain

In an extremely competitive space for children’s brands, we needed to get first-hand reviews of the products from our audience’s peers. To do this, we would engage with popular micro influencers to test and showcase the product.

Delivery:

A hardworking press office achieved high volumes of product coverage across the Christmas period covering national, broadcast, consumer and parenting media outlets, at a time when children were writing their Christmas lists and parents were purchasing Christmas gifts. Each piece of coverage was secured with the primary focus of promoting USP’s and driving consumers to key retailers to purchase.

As well as a press office engine room, we ran a targeted micro-influencer marketing programme, challenging families to review the new hero toys with creative briefs. Each brief highlighting the new features and USPs of the products, whilst engaging audiences in wider content themes in a fun way.

For example, influencers reviewing the Kidi DJ Mix were tasked with creating their own Family Anthem, whilst those reviewing Marble Rush were tasked to see who could build the playset fastest, and influencers reviewing the KidiZoom Print Cam were challenged to build a family time capsule using its printed, tangible photos.

Results:

X236 pieces of press coverage secured in total

X22 national pieces

X62 live influencer posts and stories

X1 live vlog by leading parenting influencer