Fisher-Price decided to bet on valuable content and launched, exclusively on social networks, a documentary about the first babies of 2015. A brilliant idea from the digital marketing team.
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Fisher-Price, Inc., one of the producers of toys for the infant and preschool segment and a subsidiary of Mattel, Inc., released a short video titled “Wishes For Baby”, marking the official launch of the Fisher-Price campaign, which decided to bet heavily on content marketing.
Directed by English documentary filmmaker Patrick Creadon and filmed with real parents around the world in the near days until New Year’s Eve, this short documentary captures the immeasurable love and hope that moms and dads share for their children. while they find the words to express it during the first moments after the baby is born.
“The first time you hold your baby, you want a lot of things for him,” said Creadon, a father of three young children. “I did it too,” he added.
“You have an incredible wish that they have every possible opportunity in life. I joined this project after filming the birth of my own children, and knowing that a new life, combined with the reflection that comes with facing a new year, can be a powerful thing to immortalize on video ”.
Individual crews filmed the arrival of the births in Mexico City, Boston, Tokyo, Sao Paulo, Bangladesh, Nairobi and Warsaw, sending the stories to Creadon, who orchestrated the edit during the early hours of the new year.
Wishes for a better start (Wishes For Baby), was launched on YouTube for Mexico, Colombia, Peru and Chile in order to make wishes and inspire a genuine conversation with parents from Latin America via the hashtag #DeseosParaUnMejorComienzo.
The digital campaign seeks not only to generate leads and generate prospects in the medium term, but to demonstrate that new marketing and technology strategies will be the future of the company.
Renowned author, illustrator and mother of two, Adele Enersen, will add a special touch to the bonding campaign, representing the most popular desire around the world, by creating charming and art-filled replicas.
Each week in January new pieces will encourage further sharing within the community and responses will be adapted into a growing catalog of beautiful artistic expressions.
“We hope that Latin American moms and dads will see themselves in the short film and this encourages them to share their own wishes for their children to form a global chain,” said Lisa Mancuso, Senior Vice President of Fisher-Price Global Brand Marketing for the baby business.
FisherPrice has just acquired a global sales software suite that will enable it to unify sales and marketing strategies over the next 5 years.