12 Weeks
LEGO Fest at Ambience Mall & Phoenix Marketcity:
Campaign hashtag: #LEGOIndiaPlayground
Promoted LEGO-building sessions for kids and families.
Highlighted event dates, times, and mall locations to encourage attendance.
Mirror Maze & Play Zone:
Promoted in-store activities like the Mirror Maze and exclusive play areas with tickets priced affordably (e.g., ₹100-₹150).
Content focused on kids enjoying rock climbing, ball pools, and slides.
Store Openings & Special Collaborations:
Promoted new store openings in Zirakpur, Viviana Mall (Thane), and Gaur City Mall (Noida).
Highlighted collaborations, like Hamleys x Barbie The Movie, showcasing limited-edition Barbie collections and giveaways during movie screenings.
Educational Toys Campaign:
Featured influencers showcasing top picks for educational and STEM-based toys, aligning with the "Play & Learn" message.
Increasing Footfall: Driving customers to physical stores in a post-pandemic world where online shopping dominates.
Highlighting New Experiences: Raising awareness of in-store attractions like Mirror Maze, LEGO events, and play zones.
Building Trust for New Locations: Establishing Hamleys’ presence in new markets like Zirakpur while ensuring customer loyalty.
Influencer Marketing: Partnered with mom influencers, family lifestyle creators, and kid-centric bloggers to share real-life experiences at Hamleys stores.
Influencers provided personalized content, such as reels showing their kids enjoying activities and toys, to build authenticity.
They used event-specific hashtags like #LEGOIndiaPlayground and #HamleysIndia to enhance discoverability.
Engaging Campaigns:
Organized fun and interactive events like LEGO-building competitions, Mirror Maze adventures, and educational toy demos to create shareable moments.
Leveraged time-sensitive promotions to build urgency (e.g., “Visit by July 2!”).
Hyperlocal Outreach:
Promoted new stores with localized content targeting residents of nearby cities and neighborhoods.
Added convenient services like home delivery for toys to attract busy parents.
Interactive Store Experience:
Highlighted how Hamleys stores are not just toy shops but immersive play destinations for families.
Content Themes:
“Wake up stress-free” narratives for the Orthopaedic Memory Foam Mattress.
Transformative room makeovers featuring sofa-cum-beds and shoe racks.
Seasonal decor ideas with Wakefit’s cozy cushions, bedsheets, and furniture.
Relatable Hashtags Used:
#Wakefit #Orthopedic #MemoryFoamMattress #HomeSolutions #Comfort #Lifestyle #DreamHome
Campaign-Specific Highlights:
India to Dubai Expansion: Highlighted "trusted for 3+ years" stories to build credibility in Dubai.
Festive Urgency: Limited-time offers boosted purchase intent during festive seasons.
Multi-Functionality: Positioned Wakefit products as versatile solutions for modern living.
Impact Highlights:
Increased Footfall:
LEGO Fest and Mirror Maze saw significant participation, with families visiting malls specifically for Hamleys events.
The LEGO Playground in Bangalore witnessed over 5,000 attendees within the campaign period.
Brand Love:
Positive feedback from influencers and their audiences enhanced Hamleys' reputation as a family-friendly destination.
Hashtags like #HamleysIndia and #LEGOIndiaPlayground trended locally during events.
Growth in New Locations:
Successful openings in Zirakpur and Viviana Mall attracted strong initial traffic, with influencers amplifying visibility.
30K+
Average Views/Post
3K+
Average Likes/Post
1K+
Average Comments/Post
500+
Average Shares/Post
10.1%
Engagement Rate
2.5M+
Reach
