Smiggle is the creator of a massive range of fun, colourful and fashion-forward stationery that helps to fuel children’s creativity. With its online and high street shops closed during the first UK lockdown, it had to come back with a bang. We were tasked with reminding parents of its fantastic quality stationery and talking directly to children aged five to12, helping to excite them about returning to the classroom after six months of home schooling.
To bring Smiggle-mania back to the UK, we got in touch with shopping and lifestyle editors to make sure that key product lines were included in ‘best back to school gear’ round ups, including a spot on This Morning, where Smiggle was described as “the dream place for stationery”.
Not underestimating pester power, we engaged contacts at kids’ publications placing competitions to win the ultimate back to school bundle. For the first time we partnered with TikTok “kidfluencers” to bring the brand to life. The kidfluencers were tasked with picking their favourite products (in-store or online) and showcasing them as a haul to their followers.
As Smiggle is a retailer known for its vibrant, treasure trove of products, we made sure our handpicked influencers captured content in-store to show the environment was safe to shop. The native and brand content really did shimmer, sparkle, glow and shine leading to amazing awareness as the brand reopened for business.
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