Influencers to Ride-On
For budding adventure seekers, nothing beats the thrill of the ride – putting on their shoes, powering up their favorite ride-on toy and conquering the neighborhood. And Rollplay offers that ticket to fun to kids of all ages and skill levels with its award-winning, innovative ride-on vehicles.
With 81% of parents of children under the age of 18 now using social media to shop1, we saw an opportunity to drive awareness and sales with an influencer campaign on Instagram.
Budget was limited, so we started with an unpaid influencer campaign focusing on Rollplay’s Nighthawk and FLEX Kart lines.
To elevate Rollplay with parents looking for the next must-have toy, and to encourage more kids to put Rollplay on top of their wish lists, we engaged parent and kid influencers to review Rollplay ride-ons.
In three consecutive pulses – timed to warm weather outdoor play and seasonal gifting moments – we quickly activated a community of advocates that spanned 70 influencers with reach to Millennial parents and kids ages 5-12.
Each influencer was invited to select multiple Rollplay ride-ons to take for a spin. Utilizing this approach allowed us to tap higher-reach influencers that typically charge for branded content at no cost beyond product seeding.
Over the course of the campaign, we secured more than 100 social posts from our curated list of 70 parent and kid influencers, with an average engagement rate of 9.31%, far-exceeding the industry benchmark of 3%-6%.
The content resulted in 12.6 million impressions and the average post receiving 700+ likes and 50+ comments about how Rollplay’s ride-ons are the perfect outdoor toy and a coveted gift.
More than two-thirds of posts drove to at least one priority retailer, Target, Amazon or Walmart, and during the all-important holiday retail season, Rollplay saw a significant increase in sales as a result of influencer reviews.