OUR ROLE
- UK press office: consumer and trade and influencer outreach
- Specifically drive Q4 sales with Christmas gift guide coverage
- Drive traffic to Amazon, focusing on the brand's top-selling products
- Weave Melissa & Doug core messaging into editorial and influencer content
- Manage the company's trade PR and London Toy Fair press briefings
OUR APPROACH
We grouped Melissa & Doug’s hero toys into ’lookbooks’ based on three sectors: Developmental Play, Pretend Play and Arts & Crafts. These were used to support media pitches that tapped the brand’s key attributes such as Best screen-free gifts, and Best wooden/reusable gifts.
Parent influencers who share Melissa & Doug’s ethos re the importance of analogue play - were targeted for toy reviews.
OUR RESULTS
- 115 pieces of coverage, with a reach of 3.7m
- Coverage in Daily Mail/Mail on Sunday and the I (three times)
- 97% of visual content featured a Melissa & Doug product/s image
- 98% of online coverage (not inc. social) included a retailer backlinkr
- +6% YOY company growth despite -7% decline in UK toy market
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