Aligning web and social activity for leading doll brand’s sell-out success.

In its milestone 30^th year, leading doll manufacturer BABY born had a huge line-up of celebratory activity and exciting new product launches – one of which was another series of fan-favourite BABY born Surprise. The brand needed to align activity on its web and social channels to promote the Mini Babies range and drum up excitement.

Leading doll brand BABY born released its now much-loved BABY born Surprise Mini Babies series to much excitement from the brand’s young fans. We were tasked with producing an all-encompassing campaign to announce the series’ launch, build awareness and excitement and engage parents, grandparents and gift buyers.

The objectives for our activity were clear: raise product awareness and drive email sign-ups. We aligned our marketing activity, implementing a three-week campaign across the brand’s website and social media platforms, to showcase the selling points of this sweet range.  

BABY born Surprise Mini Babies are sets of twins and triplets that come wrapped in a themed swaddle and reveal countless surprises. We built content around the mini babies’ brilliant colours and themes and gave them personalities. Utilising expertise from across the team’s specialisms, we created an eye-catching homepage banner for BABY born’s website, as well as a detailed product page explaining all about the series and a giveaway landing page.

We built out a fully fledged campaign across social media. On Facebook, we provided an introduction to all the dolls before launching a week-long competition to support the growth of BABY born’s email database. Meanwhile, on Instagram, our strategy, content and design teams came together to host competitions, craft engaging posts, highlight user-generated content and create fun guides and quizzes. Each channel’s activity worked together to achieve some fantastic results – and the product sold out within three weeks!