Explore the case studies below to see examples of how we have connected brands with GenZ:
Fueling Impressions Through Exclusive Turnkey Programs
Pillow Pets engaged BSM Media to increase brand awareness and increase social media sharing among Moms and their children. With this goal, BSM Media designed several marketing tactics in order to leverage its mom influence network and distribute brand messaging for Pillow Pets lines, including: Disney Pixar Cars 3, Disney Emoji, and Smiley Faces. This report includes exposure snapshots and analytics for a variety of tactics, including:
- Influencer Social Sharing Activation
- Surprise & Delight Sampling
- Cars 3 Twitter Takeover
- Tween Video Reviews
- Hot Toy of the Year Videos
- Holiday Gifting TV Segments
- Amazon Video Content
BSM Media’s scope of work with Pillow Pets required BSM Media to deliver 400 social shares, 25 YouTube videos, 5 TV segments and 3.6 million impressions.
At the conclusion of the program, BSM exceeded the campaign benchmarks by delivering over 3,400 social shares, 25 YouTube videos, 6 TV segments, and 20 million campaign impressions. Additionally, the content shared as part of this program received engagement rates higher than industry benchmarks. Based on the measurements and the positive feedback from our influencer network, this campaign was a success!
Results
- This campaign generated over 3,370 social media shares
- More than 39,000 engagements were made with social media posts
- 2 million total campaign impressions were generated
- 100% of influencers said they are likely to purchase Pillow Pets in the future
Creating Genuine Joy to Build Brand Loyalty with Surprise and Delight Campaign
We teamed up with Qixels for one of our favorite project types, a surprise and delight event. BSM Media mailed boxes of Qixels to social media influencers and their families after identifying top social media influencers in the product age range. Through surprise and delight projects, we are able to spark genuine joy and memories, igniting lasting relationships with brands and products. In this project with Qixels, we were able to partake in marketing to the whole family by sending beautifully wrapped personalized packages with Qixel products to Social Media Influencers’ homes. Through family marketing, we engaged not only the Social Media moms, but also their Gen Z kids who have a social presence. Through the anticipated arrival of the surprise and delight box and the actual unboxing by influencers and their children, over 129,000 total social media impressions were generated for the Qixels brand.
Results
- 16 out of 20 recipients shared their experience with Qixels
- Just 20 recipients generated over 129,000 total impressions on social media
- Moms posted that BSM Media was able to make their day, associating the brand with positive moments with their families
Engaging Boy Scouts and Girl Scouts to Promote Stem Products
BSM Media worked with Microscope.com to engage with Moms and their Gen Z kids to build brand awareness and buzz to position the Junior Microscope as the “Hot STEM Gift of the Holiday.” Using #JuniorScope, #STEMgift, and related hashtags, unique tactics included Kid Influencer Video Reviews, Boy Scout and Girl Scout troop experiences, Holiday Gift Guide inclusions, and successful placement on national TV segments.
Results
- 82 social media shares generated over 1.2 million total campaign impressions
- 5 TV segments with more than 275,000 viewers
- 5 YouTube videos generated nearly 4,000 views
Enhancing Product Development Through Consumer Focus Groups
BSM Media worked with HP to gain consumer insight about their product, the HP Sprocket, in order to enhance product development and position the product as a must-have gift for the 2016 holiday season. We conducted focus groups with HP engineers, GEN Z consumers, and Moms in order to foster and leverage a community for HP. Through insights learned from these focus groups, we were able to generate feedback and insights and facilitate dialogue with customers in order to provide content that customers value and leverage a community to promote the brand’s products. This project led to a decrease in HP’s product development cycle by 63 days. We then utilized our network of Mom and teen influencers to help launch and create buzz for the product on social media. Upon completion of this 9-month project, we were happy to see the HP Sprocket sell out online and in stores during the 2016 holiday season.
Results
- Projects led to more than 19 million impressions
- Holiday Gift Guide blog posts resulted in over 1,100 clicks to buy at retailers
- 50 online reviews were generated by Millennials on retailer websites
Creating a Sense of Need During The Holidays
Cepia, a top toy brand, partnered with BSM Media to introduce its latest product line, The Amazing Zhus Magician Pets, exclusively available at a big box retailer, in time for the holiday season. BSM Media created an integrated plan to drive in-store and e-commerce traffic, as well as create a call-to-action for pre-orders. The campaign included leveraging influential tweens to promote the product over social media, seeding product in classrooms and through local events, surprise and delight marketing, and integration into regional TV segments. Demand for the toys was so high that it was selling out of stores prior to Halloween and buzz continued throughout the holiday season, earning the product line a spot on many Hot Holiday Toy lists.
Results
- Over 19.5 million online impressions
- Recruitment of 50 tween Ambassadors who shared product and branded giveaways with friends and posted photos and videos over Instagram, YouTube, Facebook, and Twitter
- 9 regional media segments featuring the toy line, hosted by mom influencers and reaching more than 4 million viewers
- 75+ blog posts reaching more than 800,000 readers
- 25+ video reviews, generating more than 300,000 views
- 500+ mentions on social media channels such as Instagram, Pinterest, Facebook, and Twitter
- More than 8,000 tweets with the brand’s hashtag reaching over 3 million consumers
