Objective: Twinklets, a line of Swarovski crystal-accented toy characters popular in Europe, will make its US debut this month. The company, a member of the Swarovski Group, hired Providence-based Duffy & Shanley (D&S) as AOR to build awareness and credibility among 8- to 12-year-old females and to engage potential retailers in the US.
Idea: "Our goal is really to use different methods in targeting [the girls] because of the age variety. An 8-year-old isn't online as much as a 12-year-old," said Annette Maggiacomo, director of PR at D&S. To kick off the launch, the agency organized an interactive event for June 14 at New York's Roosevelt Field Mall, where girls within the demographic can "experience the Twinklets characters" at different stations, including a Wii station, as well as take-home USB ports with images and Web links. The PR team forged a partnership between the Girl Scouts and the brand to help promote the launch event and similar events planned for various US cities. In addition, a cause marketing campaign is planned with the Scouts for next year.
Tools: The team provided the Girl Scouts with a framework to promote the event via e-vites and newsletters, and partnered with Buzz Marketing to access its social network of 9,000-plus girls. A week before the launch, it will place a trail of branded footprints leading to Twinklets retailers in the mall to create interest. The team is also conducting trade and consumer media outreach and planning a partnership with High School Musical III in October, for the holiday product push.
Measurement: Success will be based on Web traffic and sales.
Organization: Twinklets, a member of the Swarovski Group
Campaign: Twinklets US launch
PR Team: Duffy & Shanley
Launch: June 14