• by Tanya Gazdik , October 13, 2017

Fisher-Price is launching a $1 million-plus brand equity digital campaign featuring talking babies.  

This campaign aims to communicate the brand’s purpose of helping young families get the “Best Possible Start” by nurturing what's in their child's unique nature. The company knows parents love Fisher-Price products, but, the goal with this campaign is to start to drive brand love that goes beyond a particular product. 

The company recently conducted global research that noted 88% of moms agree that a baby’s development depends on what they’ve experienced, says Julie Felss Masino, senior vice president and general manager of Fisher-Price at Mattel.

“We are constantly talking with parents and, globally, we know that they want well-rounded children,” Felss tells Marketing Daily. “Encouraging a wide variety of play experiences that help children grow and develop is at the heart of this campaign and our brand promise of ‘Best Possible Start.’”

Digital is the best way to reach busy parents, she says.

“We know parents are active online and always have their smartphone by their side, so having a robust digital presence is core to reaching our consumer,” Masino says. 

The paid media supporting this creative is 100% digital with a bulk of the buy on YouTube (as pre-roll, in-stream and discovery placements). This also includes a social activation using scenes from the brand film to inspire parents to share what’s in their kids’ nature. The content will also live on Fisher-Price’s website.

While this is the first time Fisher-Price has worked with BBDO, Mattel has launched successful campaigns for other brands with the agency.

This is the fourth ad Mattel has launched that focuses on its portfolio of purpose-driven brands in collaboration with BBDO San Francisco. It follows Barbie's ‘Imagine the Possibilities’ and “Dads Who Play Barbie,” as well as Hot Wheels' “Challenge Accepted.”

Each vignette highlights a self-discovery milestone such as what they’re interested in or what makes them happy. These milestones help to define a child’s personality.