Company: PlayWise Partners + ToyMonster, Los Angeles, CA
Company Description: PlayWise Partners is an integrated communications agency. We partner with awesome people to build great brands and inspire playful lifestyles for all ages.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - New Product or Service Launch
 Nomination Title: PlayWise Partners + ToyMonster for the Launch of ToyMonster's Jurassic World Captivz Dominion Edition Collectible Toy Line
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
Pre-launch, the team secured an exclusive with Yahoo! Entertainment, a TV segment, placed the press release over the wire and reached out to key stakeholders. The next lever pulled was on social media with Instagram filters and a multi-tier influencer program. To entice micro and mid-tier influencers to create exciting content we sent each influencer a “WOW” box which included the Captiz Dominion line, dinosaur table-top props and other swag. Next a partnership with BSM Media for a “social spotters” campaign where micro influencers were asked to go into their retailer and share with their followers a picture of themselves in-store with the latest Captivz Dominion Edition to entice a purchase. To engage with kids, we partnered with high-level YouTube influencer Ninja Kids TV. They created a “Jurassic World Dinosaurs Take Over Our Field Trip!” video which fully integrated the Captivz Dominion Edition toys. Next we announced the BIGGEST Little Dinosaur Fan in the US through social media contests, creative content, digital ads, and more! To continue the momentum and leverage the Jurassic entertainment news, we perfectly timed an on-air integration with EXTRA TV for the Monday following the premiere of the Jurassic World Dominion film. Finally, to keep the line top of mind with media, fans and influencers, the team created experiential and social media moments at Sweet Suite media & influencer event including a “create your own dinosaur,” Jurassic World scavenger, and utilized the “Jurassic Motorpool” to have a replica Jurassic World Jeep on site.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
Together, PlayWise Partners and ToyMonster reached over 65MM PR and Social Media impressions to date from amazing reviews, epic PR coverage, phenomenal integrations and multiple awards!
The multi-tier PR & Marketing campaign included TV commercials, branded influencer kits, social media assets, Instagram filters, digital banners, product, lifestyle, and situational photography, events, trade and retail end caps and print ads.
Additionally, we host a national promotion: "Are You The Biggest Little Dinosaur Fan" and a giveaway with the Toy Insider and Pop Insider Publications.
- Specify the date on which this campaign or program was launched:
Planning 1/2/2022 || Launch Date 4/1/2022
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 247 words used.
Attached are the documents to support each of the claims below.
The fully thought out plan to exclusively launch with Yahoo! Entertainment then putting the launch press release over the wire while reaching out to key stakeholders was flawless. This strategically led to excellent coverage including 22 online pieces and 5 broadcast segments with more to come! The multi-tier influencer program resulted in 271 posts across multiple social media channels reaching over 13M impressions. Meanwhile, our partnership with BSM Media for the “social spotters” campaign resulted in over 2.8M impressions with an engagement rate of 2.5%! Our big investments with Ninja Kidz TV, the Pop Insider, EXTRA TV and Sweet Suite were a massive success. The Ninja Kidz TV fun video: “Jurassic World Dinosaurs Take Over Our Field Trip!” has garnered over 2.7Million views in just over two months. The BIGGEST Little Dinosaur Fan in the US with a partnership with the Pop Insider resulted in over 200K impressions with 30+ entrants and amazing content. While our on-air integration with EXTRA TV really helped hammer home the collectability of ToyMonster’s Jurassic World Captivz Dominion Edition toy line by garnering over 3.2M impressions across broadcast, online and social media. Finally, our experiential and social media moments at Sweet Suite were a success across the board. The enthusiasm from influencers and media for the scavenger hunt, the seeing a real replica Jurassic World Jeep and being able to concept your pop-n-lock dino was outstanding.
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 211 words used.
Plan and execute a strategic communications program to bring the hottest miniature collectibles to Jurassic World fans across the globe with the launch of the Jurassic World CAPTIVZ Dominion Edition. The latest line of Jurassic World dinosaur collectible toys launched just ahead of the highly anticipated release of Jurassic World Dominion on June 10, 2022. The PlayWise team will engage with consumers and gift-givers such as kids, parents, grandparents, super fans, dinosaur collectors and Jurassic World collectors. In doing so, the team will strategically partner with influencers as well as consumer media such as lifestyle, news, family, and pop culture media verticals across broadcast, online and print media. Additionally, the team will consult with industry stakeholders such as trade media outlets, toys experts, retail consumers, and licensing partners. Finally, to celebrate the new CAPTIVZ line release, ToyMonster is searching for The BIGGEST Little Dinosaur Fan in the US! Dinosaur fans who think they have what it takes to WIN an epic prize pack including the complete CAPTIVZ Dominion Edition toy range and a family pack of movie theater vouchers to see Jurassic World Dominion, simply upload a photo or video showing off their best prehistoric trivia, dinosaur collection, species stats or ROAR-SOME knowledge. Simply tag @ToyMonster_International and use #Captivz to enter.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2020. Even if your initiative started before July 2020, limit your response to activities and results since the beginning of July 2020 only (up to 250 words):
Total 127 words used.
STRONG WEEK OVER WEEK GROWTH: At Walmart, the Dominion Captivz range has rapidly increased week over week a peak of 30k units in a week and average of 8 Units Per Store Per week since launching
LINE EXPANSION & INCREMENTAL PLACEMENT: Riding off the back of this success via the sidekick program in the Impulse department the line has now been picked up in the Boys Action Aisle for Spring 2023 with a wider SKU assortment of the single egg and $9.97 Surprise egg under the Jurassic Park 30th Anniversary release
Thanks to this launch and steady campaign from PlayWise Partners and ToyMonster, ToyMonster has sold over 7MM single Captivz Eggs world-wide since launch. In 2022 retail store doors increased by 700% and are still growing!
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