The Brief
To seamlessly amplify the sleepy Oleg toy campaign across every marketing touchpoint, while crafting and promoting a captivating series of audiobook stories to elevate its narrative.
The context
External agency VCCP led on the Sleepy Oleg character development and above the line TV spots. I lead the internal design team to create an initial pre-launch teaser campaign, launch comms and a series of animated bedtime stories.
Pre-launch teasers
To maximise delight at pre-launch, the reader is invited to take a sneak peak of Yakov's creative process. This is in the form of a birds-eye view of his toyshop counter. Small hints of theme are hidden in plain sight.
Email Subject line:
Psst…a new meerkat toy could be on the way 👀
Final Creative
Pre-launch social
Final teaser social
Posted on Facebook as paid & organic
Post copy:
The lights back on in Yakov's toy shop. Could a new meerkat toy be on the way? 👀
11.6K views
45 shares
82 comments
Great results, with over 80% of comments being positive, and 12% neutral sentiment.
Launch Comms
The official launch to customers started with 60sec TV advert (completed by external agency VCCP)
We produced various programmatic, email modules and social to support
Sleepy Oleg's Bedtime Stories
Animated stories aimed at 4-10 year olds
To increase brand experience across the toy campaign, we created a series of audiobooks, backed by sleep trainers to increase interest in toy narrative.
Based on their tips, I led the team to animated static illustrations, using pauses and sound effects to slow the reading pace, focusing on the audio to reduce screen time.
To promote, created a specific on site landing page, email modules, YouTube 15 second skippable ads and Spotify ads.
Take a look at some of my other case studies…
Please feel free to get in touch with any questions
