Team has spent 2020 growing awareness and loyalty by reaching out to parents through influencers, celebrities and online media.
The team at Simba Smoby Toys UK has been busy growing awareness of the company and its range via social media – and has enjoyed significant success thanks to reaching out to parents through influencers, celebrities and online media.
Previously, all social activity was handled through the HQ in France but since summer 2020, the company has been shouting loud to the consumer public via its new, dedicated UK Instagram and Facebook channels.
High profile mums and celebrities – including Helen Flanagan and Amy Childs – have also been telling their fans and followers all about Smoby, with a series of posts about key lines such as the Chef’s Corner Restaurant.
Added to this, the company has been running a two-month sponsored role-play feature on Mumsnet, the UK’s top parental website, throughout September and October.
The company has seen ‘phenomenal’ levels of engagement and ‘many millions’ of impressions recorded in just three months. Tens of thousands of clicks to retail have also been achieved.
“Just before lockdown, we commissioned a report to find out where Smoby was positioned with parents in the UK market,” explained Martin Whitaker, md of Simba Smoby Toys UK. “The findings confirmed to us that parents see Smoby as a trusted brand leader in its field. The one thing we were not doing was talking directly to our core market in any structured way.
“Our new social media strategy will do this in spades, and we have been staggered by the engagement rates we are seeing. So many parents want to know more about the Smoby brand, as well as new product launches. They also enjoy posting pictures of their own children playing with their much-loved Smoby toys. By adding in the high-profile mums and celebrity engagement we were able to take things to a whole new level.”
Martin continued: “However, the awareness programme is more than just a temporary campaign drive; the celebrity endorsement, social media and mums’ activity will continue throughout 2020 and into 2021. Now that we have established the channels, growing the audience and engaging with them though relevant and time-appropriate content will be key to the brand’s growth over the coming years.
“We are committed to investing in the programme for the foreseeable future, helping to promote further brand loyalty and support for our retail partners. In 2021 we plan to amplify this effort with more marketing investment, including TV campaigns for our outdoor and role-play ranges.”
