Little First Act Discovery Launch

Little First Act Discovery Launch

Client: First Act Musical Instruments

Objectives:

  • Generate national awareness and launch a new line of musical toys for children while taking on larger, more established toy brands during the holidays, the most competitive sales season of the year.
  • Find and reach moms online, then enticing them to review the First Act products to drive traffic and sales.
  • Create buzz on a national level without any other marketing or advertising support.
  • Garner attention for a new toy line during the oversaturated holiday marketing season.

Strategies and Tactics:

  • Established messaging to position First Act as a leader in the music industry and a pioneer in children’s musical instruments by bringing children an authentic music experience.
  • Educate consumers about music as a means to develop important skills in young children.
  • Leveraged Mommies Clique, SA’s own nationwide network of connected Moms and Mommy bloggers, and sent product samples that generated authentic online reviews, contest giveaways and conversation around the musical toys.
  • Conducted outreach to toy bloggers, and other influential bloggers, social media influencers and traditional media to generate additional awareness.
  • Targeted Walmart’s ‘elevenmoms’ bloggers to sample products, which generated reviews and information online.
  • Hosted Tweet Ups on Twitter with specific hashtags to organize the conversation around the new products and brand.

Results:

  • Applied powerful social media strategies to build online buzz and national awareness for this new educational toy brand and drove a significant bump at retail.
  • Spurred authentic, credible online reviews from mommies, enhanced by video, with personal pictures and photos of families playing with the product.
  • Secured 32 organic blog posts that linked to the product website, thereby increasing Search Engine Optimization (SEO) and positive product reviews on the first two pages of organic Google search results.
  • Garnered 2.36 million online impressions for the new toy line which was backed by 100% positive product reviews.

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