PLAY HAPPY CAPSULE
VP Brand Mktg
Brief: Create messaging for the launch of the first Hanna product capsule. Create buzz and urgency around the exclusive and limited-edition prints through owned and paid social and PR gifting.
Campaign: Play Happy. A limited-edition capsule collection of original prints on Hanna iconic pajamas. Imagination and play are key brand beliefs. Kids are surveyed to discover what makes them happy and those words of joy and positivity are designed into product and celebrated in video and print imagery, driving people exclusively to the HannaAndersson.com site for the short period of availability. Product sold out.
Channels: Owned/Paid Social; Influencer and Celebrity gifting; Editorial placement; Digital ads; Homepage teasers and takeover; Email blast