To reach a tween target at holiday time, Pivot Point knew that launching a new product for MEGA Brands would require more than just talking the talk. Graphic Skinz would have to walk the walk for a shot at this market.
The holidays can make you or break you. MEGA Brands wanted to go big with a new product launch just in time for the holiday gift-buying season. To complement the brand’s modest TV campaign, Pivot Point recommended a different strategy to reach our client’s tween market in a more meaningful way. To get the brand’s message into the coifed heads of crafty tween and teen girls, we connected Graphic Skinz with a couple of influential YouTubers. These teen celebrities were the go-to for the very latest information on all sorts of trends, including DIY crafts.
With the insight that tween girls trust select YouTube celebrities on just about everything, we enlisted the efforts of 15-year old twins Brooklyn and Bailey for a 4-minute DIY video dedicated exclusively to Graphic Skinz. And the teen stars were all over it! They demonstrated how to create customized “Skinz,” making cellphone cases, sunglasses, mugs and more. They had a blast with it and gave an honest review of Graphic Skinz on their channel, ensuring that our tween target got the message.
Brooklyn and Bailey’s YouTube demo was just the beginning. We wanted to cover every angle, namely the people purchasing Graphic Skinz as gifts for their tweens—Moms. We got bloggers to join in on the fun, demo-ing their own Graphic Skinz creations, giving personal reviews and sharing the teens’ YouTube video review. We also leveraged pre-roll advertising on targeted channels and Facebook ads to reach moms of tweens.
Our holiday campaign yielded 1.3 million YouTube video views
Our holiday efforts yielded 1.3MM YouTube video views (numbers which continue to grow as the channel adds new fans), 200K pre-roll impressions on YouTube, 600K Facebook impressions from posts and 55K+ Social Media Likes, Comments and Shares. At launch, the Graphic Skinz YouTube video earned the #2 spot on Google’s organic search, and continues to be among Brooklyn & Bailey’s top viewed videos!