2015 ended on a high for Highlight’s consumer team at the UK Social Buzz Awards, where we were ‘Commended’ for Best Use of Promotions and Competitions for Miffy, and shortlisted for Best Use of Social Media Advertising for Sylvanian Families.
Beating off entries from blue chip brands such as Disney, Sony, Barclays, AirBnB, Churchill Insurance and Unilever, the Commendation was given for Highlight’s ‘#PassMiffyOn’ Twitter Party – which we held in June to celebrate 60 years of Miffy.
Our aim was to recreate the feel of a traditional children’s party to mark Miffy’s birthday. We also wanted fans to pass on their love of Miffy to the next generation – hence the double-meaning hashtag.
The Twitter party involved a virtual game of ‘pass the parcel’. We took a sequence of images beforehand which captured the various stages of a parcel being unwrapped; users were asked to retweet the images for a chance to win one of the prizes hidden between each layer of wrapping. Each prize was 1 or more desirable Miffy product(s).
The game lasted just three hours after which point, all 8 prizes had been given away. Winners were picked at random from those who had RT’d the relevant posts. Fans really got into the spirit of the activity – with some of them ‘pretending to hold on to the parcel’ for a little bit too long!
During the activity #PassMiffyOn trended in the UK (Source: Twitreach, Trendinalia). The creative aspect of this social activity caught the attention of journalists, who reviewed it in The Independent, BT.com and The Irish Examiner. The hashtag #PassMiffyOn received more than 2 million impressions.
Alison Vellacott, Highlight’s Consumer Director comments: “Our Commendation award and shortlisting in this prestigious, national awards scheme is a fantastic achievement. We were up against the very best in the industry, and just proves how much we punch above our weight when it comes to creative social campaigns”.
We love clients with a bit of character. Our consumer team are experts in promoting children’s characters, toys, craft, lifestyle and family brands. We help engage mums, dads, grandparents and kids in fun, informative campaigns. Read more about our work for Kids, Family and Lifestyle brands.