A household name in Europe and the US, kids’ audio device Tonies needed a social strategy to enter the Australian and New Zealand market to drive awareness, proof and demand.
A unified comms and social strategy was developed to tap into emotional nostalgia, showcase real-life benefits and leverage parent and educator recommendations, in a category where word-of-mouth and advocacy was essential.
A key pillar was UGC-driven storytelling, where we activated early adopters who had discovered the brand overseas to become launch ambassadors, partnered with 150+ content creators to showcase Tonies in action and captured in-store events to further fuel brand excitement, generating a consistent stream of UGC content.
We quickly built a highly engaged community and surpassed sales performance compared to all other markets in their first 6 months.
Credits: Freelance Consultant for 303, working alongside Jonathan Bates at 303 and Stephanie Ryan, freelance PR consultant
Clients: Tonies: Uli Becker
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