Play Today

Context

When the COVID-19 pandemic arrived in the spring of 2020, it disrupted everyday lives for everyone. Parents were dealing with school closures, looking for ways to keep kids entertained and learning at home, navigating anxiety and stress amidst uncertainty, and trying to keep the family healthy and sane at the same time. As a family-focused brand and content platform, The Genius of Play needed to respond quickly to remain relevant in the shifting landscape while continuing to elevate the benefits of play and toys.

Opportunity

• Deliver a timely message, reminding parents of the joy of playing together as a family.
• Elevate the role of play as an emotional outlet that can bring comfort and relieve anxiety in stressful times.
• Position The Genius of Play as a helpful resource to keep play and learning going at home.
• Elevate toys as the tools of play and provide parents with specific ideas they can easily try.

Integrated Marketing Plan

“Play Today” was brought to life as a fully integrated multi-channel campaign utilizing a mix of paid, earned, shared, and owned tactics (the PESO model). To create emotional connection and show how the simple act of playing brings families together for moments of joy, I partnered with Coyne PR Studio and Grey Sky Films to create “Worldwide Headquarters of Play” PSAs in :15, :30, and :60 second formats. The spots were launched to TV and social media at the same time, with a paid digital campaign to amplify organic reach.

I worked with the in-house digital and content team to create #PlayToday virtual hub with hundreds of play ideas and expert advice that addressed common questions and challenges parents were dealing with during the pandemic.

I also partnered with Litzky PR on media outreach and parenting and family influencer activation to help generate buzz and share inspiration, including:

• Partnerships with creators to produce play inspiration videos.
• Radio Media Tour, MAT release, and targeted media outreach.
• Ambassador program with Instagram and TikTok influencers.
• Influencer mailer with #PlayToday calendar to make play a daily habit.

To reinforce the role of toys as the tools of play, giveaways were launched on Facebook and Instagram, featuring product from The Toy Association members.

Results

• 109% increase in social engagement and 74% increase in website visits year-over-year.
• 7 million “Worldwide Headquarters of Play” PSA views online, with 93% completion rate.
• 175 million media impressions and 2,447 media placements.
• 21 million social impressions generated by influencer content.
• 80,000 Play Today hub visits.