DETECTIVE DOT

Driving online sales for kids’ STEM toy

Detective Dot teaches coding to kids aged 7+ via fun, interactive offline activities underpinned in computer science. Membership to the Children’s Intelligence Agency arrives in a personalised Megapack, together with spy missions and real-life role play featuring diverse BAME characters.

OUR ROLE

  • Raise awareness of Detective Dot as an ideal ‘edutainment’ personalised gift
  • Drive online sales of the Megapack via Detective Dot’s website and Amazon listing
  • Ultimately, grow the number of users, or children enlisted as CIA ‘agents’, via Megapacks sales

OUR APPROACH

We generated 6 months of media relations and product placement across nationals, parenting and tech media, tapping into seasonal hooks such as screen-free school holiday ideas, back to school, ethical and plastic-free Christmas gifts, plus the best STEM / edutainment toys.

We also worked with BAME and parenting influencers to create positive product reviews and social content.

OUR RESULTS

  • 747k total campaign reach, 64k social content reach
  • Top coverage: Daily Mail, The Sun and Daily Mirror
  • Inclusion in the Daily Mail’s last-minute Christmas gift guide generated 51+ orders within 12 hours
  • 79% of online coverage included a backlink – of this 87% was a Detective Dot weblink, 13% went to Amazon
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