Building Brand Relevance in the Digital Age
Millennials - a headline-grabbing generation. They’re important not only because they’re the largest, most diverse generation yet, but also because they’re becoming parents and welcoming the majority of new babies into the world. For Fisher-Price, this new consumer required a significant shift in marketing communications. In order to build brand relevance with this generation, Fisher-Price had to connect where they spend their time - on digital.
Learn how Fisher-Price is integrating its PR and digital marketing efforts to connect and engage with today’s generation of parents through the successful and ongoing Best Possible Start campaign, including a global partnership announcement with pop star, philanthropist and mom Shakira, and the Wishes for Baby viral video and social media campaign at the start of 2015.
At the heart of this case study, you’ll come to understand how Fisher-Price turned insights into action and continues takes an integrated approach to PR and digital marketing to drive brand leadership, buzz and affinity.
Amber Pietrobono, Associate Public Relations Manager, Fisher-Price
Amber Pietrobono manages public relations for Fisher-Price, one of the world’s leading infant and preschool toy manufacturers, and is responsible for creating publicity for the global brand with business in 150 countries. Since joining Fisher-Price in 2011, she’s worked on everything from experiential marketing, product publicity, executive and company profile platforms, reputation management and thought leadership campaigns. But the biggest highlight so far: a Shakira partnership press event in Barcelona, garnering unprecedented international media coverage for this first-ever global brand event.
Juliette Reashor, Senior Digital Marketing Manager, Fisher-Price
Juliette Reashor manages the development and execution of global social media campaigns and programs to deepen consumer engagement and drive brand relevance. While most of her eight-year tenure at Fisher-Price focused on public relations, she moved to social media in 2014 and led the development and execution of the digital parent influencer program, “FP Insiders,” and supported key social media programs including Shakira, Baby Registry Sweepstakes, Wishes for Baby, Mother’s and Father’s Day, #FPParentChat Twitter chats and more.
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