Building Brand Affinity with "Must-haves" of the Season

Challenge

The holiday season is a time for family fun and making memories. It’s also a highly competitive and cluttered time for brands looking to capture consumers’ attention. Our objective was to ensure that Huffy’s new products were the “must-have” toys of the holiday season.  

Insights

Trusted micro-influencers are a nimble and efficient resource for brands to employ in order to capture the attention of engaged parents while building advocacy and authenticity. Featuring products in personal stories from real-life families helps brands foster connections with target audiences and build brand affinity.  

Strategy

Brunner activates 25 leading parenting micro-influencers to capture content highlighting authentic, real-life experiences showing the ease and innovation of products. Brunner drove upper-funnel awareness by requiring the Influencers to publish blog content and social posts to their own valuable platforms, reaching their highly-engaged fans.   

Content also delivers as a large usable asset bank for Huffy to re-package and distribute across their own channels. To support lower funnel activations and push audiences through the sales funnel, Brunner curates the assets into direct response ads for the Huffy brand to promote on Facebook, Instagram, and Pinterest. With a focus on remarketing and hand-raiser audiences built from upper funnel activations, this consideration and intent play drives greater interest and purchase intent for the products.

Results

• 65,000 blog post reads  
• 103,000 engagements  
• 4,416 tracked clicks to product pages    
• The content provided by influencers is used in over 30 Facebook and Instagram organic feed posts and in 45 paid social ads for Huffy and will continue to being used in perpetuity