Very rarely does a team get to build a brand from scratch, but that is just what we did with B. toys. Copywriter Amy Flanagan and I worked hand-in-hand with toymaker Gisela Voss to build a toy brand which told children: Just B. You.
With no advertising budget, the website and packaging had to do everything.
SOCIAL MEDIA ENGAGEMENTS
My team and I were in charge of all social media engagements, which included a midnight onesie giveaway, a crowd-sourced photo journal of a toy's trip around the world and engaged conversations daily.
PR AND BLOGGER OUTREACH
We were involved in every aspect of the PR right down to buying 347 kitty and doggy stamps that landed one of the B. toys on Ellen.
ADS, PROMOTIONS AND LIFE
No stone was left unbranded.
A video shot in our client's home with kids from the block helped show shoppers what a toy could really do with a simple QR code.
B. toys launched in Jan 2010. The following year sales were up 30% and they are still growing tremendously. Pretty good for a homespun brand with no marketing budget.