The Joy of Play.
How do you get kids stuck at home during lockdown to rediscover the joy of play and swap screen time for bounce time? All while delivering brand and product fame for Plum’s BOWL trampoline, whilst critically supporting sales.
We developed BOWLed Over, a campaign that called on the nation’s kids to take on a unique trampolining move, inspired by our Olympic influencer. The ownable creative territory was rooted in the brand and critically the unique functionality of the BOWL trampoline and captured the imagination of a bouncing fan base.
A gold-medal worthy influencer partnership with Olympian Sky Brown built awareness, got kids (and parents!) bouncing across Instagram and TikTok and took Plum’s social engagement to new heights.
Consumer research tapping into the media’s attention to lockdown and the mental health benefits of play delivered share of voice and earned coverage.
We underpinned it all with a drumbeat of digital product PR pitching that put the spotlight on the BOWL to drive awareness and sales.
533% increase in traffic to the BOWL landing page
76 average domain authority of sites covering the campaign with links from loads of national, consumer and regional media
63% increase in Plum social following
A sold out BOWL across many retailers ...
… and results that aren’t child’s play