The Zapf brand begun celebrations for the anniversary with a multi-channel campaign centred around National Best Friend Day.
Nurturing doll brand, BABY born turns 30 this year and is marking the milestone with a raft of activity.
Zapf kicked off the celebrations earlier this month, with a multi-channel campaign centred around National Best Friend Day (8 June).
To mark the occasion, BABY born created branded Friendship Cards for children to share the name of their best friend along with a reason why they love them. Via an Instagram gifting campaign, influencers were gifted with two BABY born Magic Dolls and two Friendship Cards – one for each child and their best friend.
A burst of Instagram content ran across the day, with influencer families sharing posts of their children enjoying their BABY born dolls, along with direct swipe ups for viewers to download their very own Friendship Cards for free on the BABY born website. The total reach of the Instagram activity was over 500,000 and was supported by retailers including The Entertainer and Toymaster, which also ran a competition to coincide with the date.
Advertorial also ran with online parenting magazine, My BABA. The online content shared full details of the brand’s new Happy Birthday range, which features a host of items to mark the occasion, including the BABY born Deluxe Happy Birthday Set (£24.99).
All activity across the year for the 30th birthday will continue to be underpinned by ongoing TV presence, digital advertising and retailer partnerships, leading up to an interactive marketing campaign which will hit nurseries across the country in September.
