Discover play
The Story
The idea
The idea was twofold – firstly to develop data and evidence to create a buzz and challenge perceptions around structured play. Secondly, to get the best possible toy testers – babies - to test Fisher Price product and drive advocacy.
The solution
This fully integrated partnership spanned research, PR, live, native video, social and an app, driving awareness, engagement and sales.

Phase 1 research, PR & live
Together we ran a research project to understand more about mums’ attitudes to play. The findings were presented at an event hosted @ Immediate HQ and PR’d across press and radio.
Phase 2 native UCG video
We recruited mums from the Immediate panel to give Fisher Price toys to their babies. They filmed the results and posted in reviews – with some awesome results - like this…
Phase 3 targeted reach & engagement
With over 6m parents across Immediate every month we identified the key audience data sets and targeted them with relevant high impact messages and native in-stream ads and video.

This ensured the right people saw the videos and messaging, providing maximum targeted reach and engagement.
Phase 4 the memes app & wall
Our partnership continued to evolve, and the next phase was focused on celebrating fun. We built a co-branded memes app, celebrating the crazy things kids do and mums uploaded these onto social platforms using #littlediscoveries

The results
Large scale reach and engagement plus an amazing amount of really useful content created by our testers