The Process
We designed the on-brand filter to be simple to use for the parent audience, who could then share with their children. The filter appeared just above the head of the user and rotated through the character options before landing on a specific doll. Each doll from the Dance Dance Dance series also has a dance style to match their image and personality, so users were encouraged to dance just like their given dance. It could be tap, rhythm match, or runway surprise!
To encourage more of our audience to try out the filter, we hosted a competition on our Instagram channel where users were asked to share the filter on their Instagram Story for the chance to win a Dance Dance Dance toy bundle. As Story posts last 24 hours, we ran the one-day competition within a short time frame to encourage hype, excitement and shareability of the filter. Working with one of our influencers to film the preview video, Diba also shared the filter across her channels (50.9k followers) free of charge to further encourage reach. The competition post received over 2.1k engagements and reached over 45.2k fans, receiving over 73.4k impressions.
The filter has reached over 12.2k fans and has been opened 7.5k times. A great result and fantastic way to showcase the toy brand through fun and interactive content that the whole family can get involved with!
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