Influencer campaign to drive pre-Christmas sales

Angry Birds is a gaming phenomenon, with 4.4 billion downloads (more than half the world's population) plus two movies, numerous TV series and hours of YouTube content.

International consumer products are aimed at adults and kids aged 4-12 years.

Our Role

  • Drive Angry Birds UK toy and merchandise sales pre-Christmas 2019
  • Generate content to build awareness of two key milestones: Angry Birds’ 10th anniversary and The Angry Birds Movie 2 DVD release
  • Devise a creative concept aligned with the anniversary’s global brand creative theme – ‘Bring the Anger’

Our Approach

We modelled the main Angry Birds characters Red and Leonard into 3D paper-mâché piñatas designed to be smashed until they unleashed their contents: toys, gifts, t-shirts and nightwear.

Ten influencers, including child Youtubers Beau’s Toy Farm and Ava Toy Show, received a piñata for the #AngryBirdsSmash campaign generating content containing CTA messaging around key products and retailer listings.

Our Results

  • Influencer campaign generated an estimated reach of 342k
  • YouTubers Beau’s Toy Farm and Ava’s Toy Show videos generated 167k views
  • 100% of posts included a CTA to buy merchandise, 88% included a retailer backlink
  • reported a 58% increase in apparel sales (vs. the 2 weeks prior)