Play-Doh is the #1 Arts & Crafts brand (with 77 different colours). But research showed that three in ten parents don’t let their kids play with it. Either because they become frustrated by mixed colours or by colours that are put back in the wrong can. Our job was to show the public in the Benelux that the benefits (fun, endless creativity, …) far outweigh these ‘downsides’.
At LVTPR we are convinced that music can change the way we think. Songs create wellbeing, understanding and a happy atmosphere. That’s why we developed the ‘Mix It Up!’ PR and influencer campaign. We did this together with popular Benelux influencer (and parent) Jaap Reesema. Central part of the campaign was the song ‘Mixen Maar!’. This tune was promoted on a wide variety of channels and available on Spotify. By playing the song when kids are enjoying Play-Doh, the campaign encourages carefree play, without restrictions from adults.
Mix It Up! generated amazing media and influencer results (see list below). And because so many people recognized themselves in the story, massive social media engagement created huge organic social media reach and interaction. The campaign resulted in a 66% (!) uplift in sales of Play-Doh compounds compared to 2019 in the Benelux.
Coverage list: 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 such as Mama’s liefste, Love2bemama and Meervanmir and influencer channels (Kim Kötter, Monique Smit, Queen of Jetlags, Yasmine Barrag, Siska Schoeters, Ann Van Elsen and Aurélie van Daelen).