Worlds Apart – SelfieMic UK Launch 2016

Worlds Apart – SelfieMic UK Launch 2016
  • “A good understanding of our product and demographic, along with creative ideas that best showcased our new product to consumers, trade and media…”
    Logan StoneSenior Brand Manager, Worlds Apart
In a nutshell…

What happens when you combine a selfie-stick with a karaoke microphone? The launch of the new SelfieMic needed to tell all while positioning it as one of the hottest toys for Christmas 2016…

Approach

SelfieMic gets kids to use an app, pick a song and film themselves singing along before adding filters and special effects. The Playtime team felt it needed straightforward positioning: an evolution in karaoke; a modern spin on “singing into your hairbrush”. We set out to place it in front of the UK trade media and consumers, so retailers would consider it for their annual ‘Top Toys for Christmas’ lists. Such exposure would further amplify messaging around the SelfieMic, enabling Playtime to secure even more inclusions in print and online gift guides during the run up to Christmas.

Devising an extensive trade-media relations campaign in early summer let us start building hype and momentum for SelfieMic. Product seeding would win still more attention. As a related strategy, we also found opportunities to gain high-profile exposure by seeding and sampling SelfieMic to our contacts in the world of structured-reality television shows.

Execution

As well as orchestrating an extensive media-relations campaign to showcase the product, we secured competitions in leading girls’ magazines. This let us reach ‘tween’ consumers and their parents. Titles included Girl Talk, Top of the Pops, Animals & You and Sparkle World.

Product seeding in the form of a Christmas In July media-deskdrop drove momentum and excitement along with coverage in Christmas gift guides and shopping pages. Numerous national magazines and newspapers chose to feature SelfieMic in their guides.

Results   

Thanks to over two billion ‘opportunities to see’, SelfieMic sold out two weeks before Christmas. Positive coverage appeared in 232 titles including ITV1’s This Morning, Channel 4’s The Alan Carr Show, Daily Mail and Mail online, Metro, Huffington Post, Daily Express, Real PeopleHeatworld and many other national and regional titles both on and offline.

Playtime also secured extensive coverage in Christmas gift guides and shopping pages, while the product was covered by all three toy trade publications – ToyNewsToyWorld and Toys ‘n’ Playthings, driving awareness with retailers. SelfieMic also appeared on various retailers’ ‘Top Toys for Christmas’ lists, including Argos, with over 400 pieces of coverage. As icing on the cake, SelfieMic also made it to the coveted ‘Dream Toys‘ list.

Our TV, radio and influencer seeding paid off when the product became part of the narrative in an episode of E4’s structured-reality show, Stage School, and when pop star Shawn Mendes sang his own song on a SelfieMic at Capital FM. Capital went on to share the video on their website and social channels, and it was subsequently shared by Mendes’ army of pop fans. ‘The Body Coach‘ Joe Wicks also used a SelfieMic to share a Snapchat story with his large fanbase after he received it through our green room seeding activity.