The Challenge
Nano-mals are cute and cuddly tech enabled pets that squeak, light up, purr, and react to touch—giving kids a digital friend they can love and care for. We were asked to execute a widespread influencer campaign to promote the launch of this new companion.
The Insight
Nano-mals are unique because they inspire both play and care, allowing kids to feel joy and emotional connection with their toys. Nano-mals meets busy kids where they are, on the go, and gives them an interactive friend when they need a break.
The Solution
To bring this campaign to life, we collaborated with six lifestyle TikTok momfluencers, all with daughters in the target age range. Their girls are aging out of baby dolls, and we showcased how Nano-mals make a great next step for kids that age. We also collaborated directly with kid influencers to talk about how they style, play, and care for Nano-mals themselves. This helped kids see the toy in action and feel inspired to get one of their own. As part of the campaign, we also integrated into the Roblox universe and collaborated with gaming YouTubers to create a complete Nano-mals ecosystem and Adoption Center.
The Result
Between TikTok and YouTube shorts, our video collaboration netted over 27 million views. On Amazon, the Nano-mals brand page saw 4.3 times revenue growth and a boost in sales during the campaign. This showed that even moderate upper funnel engagement drove tangible lower funnel results. Additionally, there were over 2.3 million visits to the Nano-mals Adoption Center in Roblox Twilight Daycare within the first week post-launch.