ZURU: UK Instagram League
In a nutshell
When one of the world’s leading toy manufacturers tasked us with improving its micro influencer programme, we developed a strategy to complement an already successful, sociable brand. Having established a strong approach within the Australasian market, ZURU was looking to replicate this by evolving its focus from search channels such as YouTube, to visual social platform, Instagram, with the aim to create a family account database in each of its key territories.
Approach
With the social media goal to build an engaged community amongst a consumer family audience, we developed an earned influencer campaign with relationship-building and UGC at its very heart.
To achieve this, the ZURU UK Instagram League was born and so began the exciting opportunity to build an influential team of Insta-ambassadors. An annual campaign was devised with a calendar of brand story-telling props for an exclusive collective of parents to best visually bring the toys to life. The core aim of the content strategy was to create consistent, entertaining and relevant content to drive deeper engagement and create content ‘gold’ which could then be curated across ZURU-owned channels.
Execution
Using consumer and audience insights, Insta Influencers were researched and recruited with four product mailings planned to hit between August and December. This allowed us to simultaneously kick-start and drive continued support around Christmas gifting ideas while also feeding in to specific brand and product key drive periods.
Using creative themed ‘Instagrammable’ gift packaging to connect with core influencers and create optimum visual sharing opportunities, each package included contents to provide video and image inspiration, plus conversation beyond product alone. From indoor tea parties to dancing with sloths and llamas, the League demonstrated that ANY day can be a play day with a peppering of imagination.
Results
The UK League has provided the foundations on which to continue building an engaged and engaging community. The League is growing as a solid brand advocacy platform and producing inspired and entertaining content that fits with ZURU’s overall content marketing strategy. We continue to evolve KPIs and metrics to consistently engage and increase overall engagement rate and achieve direct impacts for client social growth.
Pic credit: @CookiecrumblesUK on Instagram