A dual challenge to 1) Infiltrate the hearts and habits of a 6-9 year old boy to maintain relevance and keep up that pestering and 2) Tackle and defend against negative perceptions of the ‘Blaster’ category to parents.
88% of our core 6-9 year old boy audience are on YouTube – it’s their media channel of choice (as well as top career aspiration don’t you know!). There are 64 million pieces of content on YouTube that already features NERF, a reflection of the creative catalyst role the product is playing in stimulating ideas and challenges for engaging content. Our approach therefore was to expand the role of NERF in the lives of 6-9 year old boys (and their parents) not only as a blaster for combat, but also as a tool and teacher of creativity in the creation of YouTube content
Introducing NERF Upload… a campaign that positioned the brand as a tool of creativity: teaching kids the basics of content creation, whilst demonstrating to parents the real skill that goes into it, via a series of YouTuber masterclasses during October half-term.
A multi-layered campaign utilising research (to find parent’s concerns towards their children aspiring to be content creators). Talent and influencers – working with famous YouTubers to be our teachers, and celeb dad Jimmy Bullard to talk about the school plus media partnerships to bring to life both the IRL and digital events.
Pieces of coverage