Hasbro asked LVTPR to develop creative ideas to significantly increase Play-Doh! sales. We know that 3 out of 10 parents experience stress, because kids mix the Play-Doh colours. However, mixing colours stimulates creativity.
We created the Mix It Up! Story to help parents overcome the complexities of Play-Doh and to let them focus on the benefits. In order to spread this story, we set up a 360 campaign: in collaboration with Jaap Reesema we created a song that was listed on Spotify, influencers promoted the song and Play-Doh on Instagram and Youtube, media wrote about the campaign and the song.
The song became a success among media and influencers with coverage on RTL Boulevard, AD, Fabulous Mama, Kim Kötter, Monique Smit and Aurelie van Daelen. Most important: the campaign resulted in a 66% (!) uplift in sales of Play-Doh! compounds compared to 2019 in the Benelux.