As a BIG new item for Play Doh, the Ultimate Ice Cream Truck Playset required a campaign that would not only create awareness, but build excitement and drive requests for this multi-play-pattern product among a large Gen Alpha audience. Play Doh enlisted Clock.Work, the intergrated advertising agency at pocket.watch, to design an influencer marketing campaign leveraging pocket.watch talent from its roster of the biggest digital-first kids stars.
The campaign aimed to utilize popular YouTube creators with large audiences in the core product demo to craft content that resonated with their followers while highlighting the key product features of the Play Doh Ultimate Ice Cream Truck Playset. Videos were strategically released across various creator’s YouTube channels from August to October to build awareness when the new product launched at retail while sustaining enthusiasm and staying top-of-mind with kids approaching Holiday.
Creators developed four long-form dedicated influencer YouTube videos; one each from the following channels: Hungry Fam, Kamdenboy & Kyraboo, Toys & Colors, Jason Vlogs, as well as one YouTube Short and Instagram post from Hungry Fam. The pocket.watch in-house production team also created short-form commercial spots (15-30 seconds), dubbed by Clock.work as Alpha Spots, featuring the creators and the products in scalable media assets.
The campaign generated significant awareness for the new Play Doh product across each of the creator’s content surpassing viewership goals by 3x and delivered over 440,000 HOURS of watchtime. Hasbro CEO on Q4 Earnings call: Play-Doh is growing share… and bringing best-selling innovation like our Play-Doh ice cream truck into the New Year.”
