FINGERLINGS | Go Bananas for Friendship Campaign

COPYWRITER • CREATIVE MARKETING LEAD •  PRODUCT STORYTELLING
KEY WINS
  • Top 10 Amazon Toys & Games 2023
  • Top Holiday Toy Under $20 at Toy Insider
  • 1M+ Likes on TikTok within 3 Months of Launch
  • 700M+ Media Impressions
THE CHALLENGE
Relaunch the beloved Fingerlings brand to a new audience with new features. In 2017, Fingerlings took the toy world by storm, making it the sold-out success story that year. Five years later, we wanted to bring the brand's promise of Friendship @ Your Fingertips to a new audience of kids and their parents. 

THE APPROACH
Celebrating friendship with our Go Bananas for Friendship Campaign. We relaunched the beloved brand using positive messaging that spreads friendship (and sales). With a focus on consumers first, we combined a UGC driven campaign with in-person activations, social media challenges, email freebies, and more to reignite our fanbase and bring these cute, interactive monkeys to the world. 

Go Bananas For Friendship Social Campaign

We created a friendship-focused earned gifting campaign, sending custom packages to 250+ creators. We included tear-away friendship challenges and activities to boost the variety of content our creators shared. Double Click to Edit

Transforming High-Performing UGC into Digital Ad Campaign

 Our data proved time and time again that parents, grandparents, and other gift givers wanted to see real kids engaging with the toys. So we took our best performing UGC content, scripted out a cute ad story, and recut it into targeted digital ads that made Fingerlings one of the must-get gift ideas of the season. 

Email Campaign Built on Friendship

We built excitement through a pre-sale and email campaign. To add value and sharing potential, we included free downloadable activities, including a Mad Libs-style fill-in-the blank, coloring pages, bingo, and more. 

The campaign grew our email list by 300%, and helped ensure that the products exceeded sales expectations by over 25% once they were launched. 

Success Led to Line Expansion in 2024

The 2023 Holiday Season was a huge success, leading even more retailers to buy into an expanded program in 2024. 

We offered new creatures, new features, and new ways to connect. 

Creative Owned Social

Easter Challenge
Challenges are a huge trend, so we created challenges around major holidays and gifting occasions to add organic views to our overall marketing strategy.
Who Stole the Candy Canes? 
Click to Watch
Our audience loves storytelling, so we internally created quick, snackable content for the holidays. 
Fingerlings Choose What I Eat in a Day
Click to Watch
We created our most viral series of videos taking inspiration from social challenges we saw. So we let Fingerlings make decisions for us.