The Brief

Posh Paws approached the team at Viral Talent with a goal to drive brand awareness, whilst creating a buzz around their new ‘Kawaii Kuties’ plush toy line. Since this was a new brand launch, the campaign focused on building visibility and engagement, supporting social media advertising efforts to establish Kawaii Kuties in the marketplace. 

The Approach

While Posh Paws initially had no specific influencers in mind, they wanted to reach parents with young children as well as tweens who would be interested in collecting plush toys. Our team then carried out a targeted search, identifying creators who would align with the brands demographics and collectible theme, including: Leanne Chapman, ConnorCKern, Emma McVey, AliyahXelia, Family Fizz, Rhia Official, and Jake Sweet. In addition, we also gifted select creators with Kawaii Kuties, adding extra exposure and authentic moments of surprise for the campaign. 

The campaign centred on TikTok as the primary platform, with additional exposure across Instagram. Influencers were encouraged to have creative freedom, with the only requirement being that they had to produce an ‘unboxing’ that highlighted the unique features of the plush toys. The content was then amplified on TikTok to further boost the reach, with each piece of content including a direct link to purchase. 

The Results

The campaign exceeded expectations, generating a total of 7.04M views, along with 38 thousand link clicks, and 5.7M impressions! Posh Paws were extremely happy with these results and will be working with us on future campaigns!