303 MullenLowe has unveiled its first integrated marketing activity for children’s audio storytelling company Tonies, as part of the brand’s launch into the Australian and New Zealand markets after the agency was appointed as trans-Tasman integrated agency of record.
The campaign incorporates social media, PR, content strategy and execution, production, events plus influencer outreach and engagement.
303 MullenLowe also helped coordinate a launch event co-produced with Bluemouth Interactive, and held at Melbourne’s Museum of Play and Art (MoPA) as part of the launch featuring children’s entertainer Emma Memma (Emma Watkins).
“The entire 303 MullenLowe team was inspired to join the tonies mission and make a positive impact on the lives of children and families through screen- free play,” Joanna Gray, 303 MullenLowe Sydney CEO, said.
“We’re thrilled to now go live with the launch program that’s been months in the making, to ensure the tonies brand has maximum impact into both the Australian and New Zealand markets.
“It has been an exciting process to harness the power of influencers to reach new fans across both countries particularly given tonies’ customer base favours word of mouth endorsements over overtly branded messages. It is clear that Australia and New Zealand are hungry for innovative and educational toys.”
Gray said to develop the product marketing strategy, 303 MullenLowe undertook a range of audience research and persona development to fully understand the target Australian parents’ demographics, attitudes, lifestyle, behaviours and purchase drivers.
In New Zealand, it also developed brand positioning and messaging, including localised brand and content pillars plus creative guidelines.
“It’s a great example of our agency creating unfair advantage for a brand that’s passionate about pushing boundaries, embracing innovation, and creating even more opportunities for Australian and Kiwi kids to discover imagination,” Gray added.
Earlier this year, 303 MullenLowe was appointed as the integrated agency for Tonies as it entered into the Australian and New Zealand markets.
The agency oversees all local marketing activities for Tonies, including strategy, creative, brand positioning, social media, public relations, influencer partnerships, content creation, events, and production.
–
Top image: 303 MullenLowe, Tonies and Emma Memma