Shilav
Israel’s leading baby brand, Shilav, has launched Gemini 123 – an innovative development product that grows with your baby. Leader-moms promoted the product launch and spread the good news online.
Marketing Need
Distributing and creating awareness of Tiny Love’s Gemini 123, which is sold by the Shilav chain of stores. Gemini is a developmental toy that grows with your child through all the various developmental stages – lying down, sitting, and standing up.
Cracking It
20 internet celebs, mothers of infants, were invited to try Shilav’s Gemini 123 and post their opinion online. The leaders had been carefully selected based on their generated content as well as their audience in order to have the largest impact using the smallest number of participants.
Methods of Action
#Mother’sLittleGenius. The creative connected mothers’ need to pay for higher education for their children and their desire to buy long-lasting toys. The leaders were requested to take part in a photo of their child ‘playing university’ and then shot a video showing how they fold it, to make it more compatible with the next development stage. Mothers of two children even showed how their children, in different ages, find a solution to their developmental needs using Gemini.
Campaign Achievements
The campaign generated over 130,000 interactions in various media using only 20 participants!
