PJ Masks launched a campaign called Heroes at Home which aimed to help parents juggling kids home from school and kinder with a whole host of PJ Masks content and activities so little ones could become Heroes at Home.  

The campaign required a blend of traditional and social media coverage in order to achieve the objective of promoting a healthy lifestyle as a whole for kids and their families.    

OUR RESPONSE

After preparing and distributing a Heroes at Home media release and backgrounder to a national media list, PPR&C sent targeted pitches to print and digital media in the kids and parenting and lifestyle spaces.

For the social media component of the campaign, PPR&C researched and built a national list of influencers with kids who were fans of PJ Masks.

OUR OUTCOMES

After reaching out to a small group to see if they would like to receive a PJ Masks pack, PPR&C sent out packs to 11 influencers, 9 of whom shared content with their audience. Instead of static images of product, the influencers chose to show their children interacting with the product and activities, which is what the campaign was all about.

Traditional media coverage included articles on Kidspot, Kiddipedia, Play & Go, Motherpedia and Mornington Peninsula Kids.

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