Baby Einstein tasked BEN with developing an influencer strategy to maximize awareness around the brand’s new positioning, the belief in curiosity. The campaign was designed to work with creators on YouTube. The campaign encouraged their viewers to learn about how the brand approaches learning and development uniquely through the lens of curiosity.
BEN secured a mix of family channels on YouTube, amassing 12 pieces of content (3x the minimum guarantee), including work with three European based channels, to bolster the brand’s efforts in those key markets.
The campaign resulted in 1.9MM+ YouTube views (130% above goal). The bulk of this success was attributable to musically themed content, creator focus on gift giving, and families expecting babies. It also resulted in 15 social posts and 4 Instagram stories, which garnered 71K+ additional social engagements.