CASE STUDY: Lalaloopsy Land @ Lollibop festival 2013
Provided by Multiply
An arts and crafts tent showcasing the lalaloopsy dolls, where children could create and colour in lalaloopsy masks & play
What was the Challenge / Background of the Campaign?
To promote Lalaloopsy brand via a light hearted activity. The activity needed to hit a high flow of Families (parents and children)
the brief was to create a whimsical Lalaloopsy land
Lalaloopsy tag line is 'Sew Magical, Sew Cute' so the campaign had to reflect the hand sewn look of the dolls and the magical way that the dolls come to life with the last stitch
What was the Campaign Objective?
1. Build awareness about the Lalaloopsy range Focusing on promoting the new Autumn collection of characters which are in store now:
-Teddy Honey Pots
-Mint E Stripes
2. Inform consumers of the high quality of the products
3. Drive awareness and footfall
What was the Solution?
We created a Lalaloopsy land tent at Lollibop festival where children & parents could participate in arts and crafts, watch Lalaloopsy webisodes & play with the dolls.
Arts & crafts masks
Competition colouring sheets to win a Lalaloopsy doll.
A comfy corner for parents & children to sit down & watch TV
Costume character photo opportunities
Lalaloopsy dressing up box
The tent was decorated in hand made props such as giant yarns of wool, toadstool seats, oversized buttons, cushion clouds, cotton reel tables & large Lalaloopsy cut outs
What were the Results?
40,000 attendees to Lollibop over the 3 days
7,200 colouring sheets completed for competition to win Lalaloopsy dolls
9000 Lalaloopsy masks decorated with colouring crayons, sequins and feathers
1,500 goodie bags handed out filled with MGA goodies
What were the Key Learnings of this Campaign?
The ground surface at the site was harder than expected which meant some of our cut outs could not be free standing
The activity however went down very well with parents and children who visited the tent who enjoyed their experience with Lalaloopsy