Hasbro wanted to reach out to a wider audience, that went
beyond mummy bloggers and their children. They wanted to launch a new influencer marketing campaign that would position their products in a unique way and make them
cool to millennials.
As this was the first influencer campaign of its kind for
Hasbro, we started small and reached out to three high-end, edgy, fashion-focused, beauty vloggers (Leanne Lim-Walker, Zoe London and Helen Anderson) and
asked them to create My Little Pony inspired beauty looks for their YouTube
channels. We also got them to share preview shots of their videos across their
Twitter and Instagram profiles. The content we received was awesome! Lots of sparkles, colour and experimentation!
The videos and social posts got an extremely high amount of
views and engagements, not only did this go over what we’d normally expect to
see from our mummy influencer posts, but the new edgy influencers themselves peaked on
views and engagements across some of their social posts too. We also saw a
flurry of brand advocacy comments for Hasbro and My Little Pony from their
social followers and subscribers, which was an unexpected, yet brilliant outcome!
I have to say it was probably the most fun I’ve ever had on
a project. I'm looking forward to creating more stylish campaigns like this in the future!
Helen Anderson
Leanne Lim-Walker
Zoe London
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