Can a toy brand make a great toothbrush? When it comes to WowWee, the answer is yes. Parents everywhere know that getting kids to brush their teeth properly is a struggle. The secret to success is making it fun…and nobody knows fun better than WowWee, the brand behind Fingerlings, Baby Shark, and many other toys that today’s kids are obsessed with.
WowWee recently launched BriteBrush – a “smart” toothbrush that teaches kids proper brushing techniques, making it fun and engaging to ensure they do it right…right out of the box. To make the launch a success, our team tapped into our own parenting struggles with toothbrushing time to create a strategy that delivered.
The campaign kicked off with an exclusive media reveal with Good Housekeeping – an outlet parents know and trust. We had approached a close contact who we knew had a daughter in our target demographic to give the toothbrush a test run. This resulted in a feature story on Good Housekeeping’s website (reaching over 35 million readers) and Facebook page (comprised of 5 million engaged followers).
The GH exclusive set off a media frenzy, supported by our direct pitches to a wide range of consumer and trade media, and coordination of press meetings at New York Toy Fair. With coverage hitting more than 4.7B online readers in less than a month, BriteBrush quickly flew off the shelves of Target and Walmart!