MindCandy – Moshi Twilight Sleep Stories
Launch a new sleep app, for kids, Moshi Twilight: Sleep Stories, from well-known kids brand and creator of Moshi Monsters, Mind Candy. Our brief was to build awareness from the ground-up and drive advocacy with parents, in order to drive downloads and build a community of paid subscribers.
We developed an integrated campaign targeting parents, driving trial and building awareness. We focused our activity, with 80% across social and influencer channels, and 20% hitting high impact, top tier media, to mirror the genuine consumption of today’s parents. To do this we created an engaging series of video, packaged with research to delve into what kids really love to dream about. We engaged influencers to trial and review the app, and built a solid press office stream of targeted results.
Across the campaign we saw over 35 pieces of top tier media coverage, featuring the content, research and app reviews. This included hero stats and proof points such as, 73% of parents that used the app stated it helped their kids get to sleep at least 20 minutes quicker. Alongside this, we ran a stream of influencer content from five hero parenting influencers, driving recommendation and direct trackable links to app store to drive downloads.
During launch, our activity quadrupled organic downloads, with a sustained increase in baseline following our initial campaign. We’ve now moved onto phase two of the campaign, further building the story of the power of the app, and meaningful impact it can have on parents, and kids lives.