Teaching Parents the Value of Educational Toys at Home

The Challenge

Lakeshore Learning is a 60-year-old toy manufacturer and retailer that is dedicated to inspiring learning through play. The company wanted to reach beyond its core audience of elementary and pre-school teachers, and engage with the parent audience. We needed an ongoing program to drive national and regional media coverage that would drive brand awareness and grow sales.

Strategy and Execution

Lakeshore Photos

The number of toys available for tots can be overwhelming for parents. We wanted to encourage parents to get back to the basics of screen-free activities by giving them the tools to have fun while learning at home.

Our strategy was rooted in leveraging partners who are a trusted source for parents and media that could communicate Lakeshore’s unique point of difference.

Influencers provided authentic reviews and in-person deskside meetings led to coverage in the top parenting publications. Timely broadcast segments with regional spokespeople highlighted Lakeshore’s products and educational expertise throughout the year.

Annual Program Results

Secured 233 unpaid placements for 195,467,184 impressions

National feature stories reached more than 25 million readers and listeners

5+ million broadcast impressions drove brand awareness and retail traffic

Ambassador program reached an engaged parent audience and increased sales 600% (7X)

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