Social Content

Created in Japan in 1985, Sylvanian Families is an iconic collectable toy range that inspires imaginative play through a fictional world of miniature animals living in dolls houses. Highlight manages the brand’s UK social channels with content generation and daily community management.

Our Role

  • Devise a new creative platform for the brand’s social content in 2021
  • Target millennial parents and their children aged 3+ years
  • Generate 12 months' of owned/shared content in the brand's unique tone of voice
  • Drive social traffic to Sylvanian Families webshop
  • Devise monthly Instagram posts for Epoch’s Japanese HQ to share with its territories worldwide

Our Approach

Harnessing the ‘Cottage Core’ trend amongst millennials seeking traditional pastimes as an antidote to modern living, we on-boarded relevant influencers to create homespun, lifestyle content, tagged #SylvanianCottageCore.

Continuing this theme, we ran a ‘How Cottage Core are you?’ quiz, a competition to win a staycation holiday in a log cabin, plus offered Sylvanian-themed baking recipes and home interiors tips.

Our Results

  • 23.1m reach from Cottage Core user generated content
  • 103k impressions for Cottage Core quiz
  • 21k new social fans gained in 2021; 9.2% YOY growth on Instagram!
  • Top product post: 76.9k reach, which directly generated £2k+ of webshop sales