Daniel Tiger’s Neighborhood
Reached #1 trending hashtag on Twitter
Toys sold out at stores throughout the U.S.
PRSA Award winner for the People’s Choice Award
Challenge: Leading up to the holiday shopping season, Daniel Tiger’s Neighborhood was looking to spread the word about the new Daniel Tiger toy line.
Solution: The Motherhood identified 30 bloggers whose families were Daniel Tiger fans for a series of private virtual briefings with the series and toy creators, followed by a blog tour and Twitter party. Content was flighted before and during the holiday shopping season to encourage people to look for the Daniel Tiger toy line launching exclusively in Toys “R” Us.
Results: The campaign resulted in more than 26 million impressions, a #1 trending hashtag on Twitter and Daniel Tiger toys selling out in Toys “R” Us stores across the country.