The Children’s Cake Collection Launch for our E-commerce and F&B client, The Hummingbird Bakery, was an exciting endeavour aimed at unveiling a delightful collection of cakes and cupcakes tailored specifically for children and parties. With a focus on engaging both children and parents, our goal was to introduce this whimsical collection through a multi-faceted approach, blending captivating imagery, strategic social media initiatives, digital activities, and immersive experiential events. Through meticulous planning and collaboration, we created a memorable launch that would resonate with our target audience and drive significant brand engagement and sales.

What We Did:

At the heart of our strategy was the creation of compelling lifestyle images showcasing the whole Children’s Collection. Collaborating closely with a talented photographer and the team at The Hummingbird Bakery, we created strong visuals that captured the essence of the collection, ensuring their versatility across various digital platforms. These images we strategically deployed across the brands’ social media channels, newsletters, paid ads, press releases and the website, maximising their reach and impact.

In parallel, we crafted a comprehensive organic social media strategy tailored for Twitter, Facebook and Instagram. By leveraging engaging content and fostering meaningful interactions, we aimed to cultivate a dedicated community of followers eager to explore the Children’s Collection.

Additionally, we orchestrated a targeted Google PPC campaign, seamlessly integrating it into excisitng ad groups with carefully crafted copy, relevant keywords, and captivating imagery. This approach enabled us to effectively reach our desired audience and drive traffic to the collection’s landing page, ultimately maximising conversions and ROI.

Central to our launch plan was an exclusive influencer event hosted in the iconic bakery in Victoria, London. Influencers and their children were invited to experience the collection firsthand, partaking in interactive activities such as creating their own cakes and cupcakes, dressing up, and capturing content to share with their respective audiences. Collaborating with esteemed brands such as Emma Bridgewater, Trotters Children’s Wear, and Meri Meri Party, we curated a truly immersive experience complete with additional perks and goodies for attendees.

Following the event, our efforts continued with dedicated newsletter campaigns, ongoing organic social media initiatives, SEO-optimised blog posts, and press releases to further amplify the launch’s reach. Additionally, we engaged with new influencers and celebrities to extend product gifting, fostering buzz and excitement surrounding the new collection.

The Results:

The results of our efforts speak volumes to the success of the Children’s Collection launch:

• Influencer reach from the event totalled 286.3k, with an additional 633.3k reach from gifted influencers and celebrities.

• A single dedicated newsletter campaign yielded significant revenue, showcasing the efficacy of our targeted marketing approach.

• The Google PPC campaign boasted an impressive 3.63X Return on Ad Spend (ROAS), highlighting its effectiveness in driving conversions and maximising ROI.

The Content:

The Event: