Smart 360-Campaign Drives Kids’ Smartwatch Sales
360 CAMPAIGN | PR | SOCIAL MEDIA | GOOGLE ADVERTISING | INFLUENCER MARKETING | WEBSITE DESIGN | CONTENT & AD CREATION | E-PACKAGING
KD Group, known for its Kurio kid-safe tablets, was expanding the brand to include a smartwatch for kids. The European toymaker entrusted LKPR to develop an omni-channel campaign with the goal of successfully launching the product in year one, creating awareness, driving holiday sales, and building a sustainable multi-year brand.
LKPR told the brand story with PR + Social Media + Google Advertising + Influencer Marketing. We used a two-pronged approach, reaching both kids and parents. An engaging kid-friendly website and parent-friendly online retailer pages were also created. All were designed to take customers through the path to purchase and optimize conversions.
Breakthrough creative and smart targeting delivered hundreds of millions of earned media impressions, 25M views of original YouTube creator content, and nearly 100M paid digital impressions driving more than 1.3M clicks to retail.
The campaign drove unprecedented online sales during holiday ‘16 and ’17. At one major retailer, online penetration was 55-60% by style—5x the industry standard! The retailer was so impressed, they hired LKPR to help sell their private label brands through their own website.