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silverlit toys - Tiny Furries

the facts

RESULT
5.3 MILLION VIEWS
120,800 LIKES IN INSTAGRAM

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THE
challange

After huge success in a previous campaign, Silverlit Toys were keen to partner with Viral Talent again to produce more engaging, influencer-led content. Viral Talent were briefed to provide promotion and awareness to support the European launch of Silverlit Toy's newest toy brand, Tiny Furries. The exciting launch of its girls collectible range across France, Spain and Germany was heavily reliant on the media plan which Viral Talent planned and executed.
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the
approach

Viral Talent used its extensive network with creators worldwide to produce an exciting line up, who could target the brands primary demographic (girls aged 6-10 years old), as well as its secondary audience (parents) across France, Germany and Spain.

The creators were asked to produce YouTube content which could authentically incorporate and promote the Tiny Furries products. Viral Talent suggested allowing the creators to produce content freely, in a way that was true to their native style; this approach is proven to be more engaging for viewers. Some of the creators were also asked to promote the toys via digital activations on Instagram with the aim of maximizing the impact of the campaign. In addition to sponsored content, Viral Talent also offered the client added value in the form of organic YouTube content which was produced by a number of micro-influencers who were gifted the toys.

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the
results

The campaign was a great success and within the 2 month campaign period the content exceeded over 5.3 million Views on YouTube and over 120,800 Likes on Instagram!! Prior to the start of the campaign, Viral Group had guaranteed Silverlit Toys that the campaign would produce 2,085,000 views based on the current performance of the selected creators - Viral Group went on to completely smash this and achieved way beyond its target by 156%!!
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