With Peppa Pig World of Play opening its doors for the first time in Dallas Fort Worth, Merlin wanted to use social to ensure that a steady flow of visitors came trotting in. Our aim was to create a solid strategic foundation that would see Merlin through from opening, to preview and beyond.
Using insight and deep-dive research, we pinpointed key aims for our assets to hit, while our three-pillars steered the campaign narrative with core aims at the centre of each stage:
- Raise awareness & spark excitement
- Build anticipation & drive demand
- Inspire action & sustain demand
We’ve created a bank of assets to capitilise on key dates and mindshares to resonate with our millennial parent audience, whilst staying within the world of Peppa Pig – something that our research showed performed well amongst our audience. Other assets focus on the attraction’s fun-factor, and even includ interactive elements for parents and their kids to enjoy together – hamming up the power of children’s happiness being the main driving factor in parents’ buying decisions.
As our work with Merlin continues throughout the year, the assets here are just a taste of our ongoing campaign for Peppa Pig World of Play. Be sure to check back soon for more of our oinktastic social content.
