FiLIP is the world’s first wearable mobile phone for kids. Our brief was to launch FiLIP in the U.S. as a new way for parents and kids to stay in touch. But with a new generation of parents more worried than ever about their kids’ safety, overprotective parenting had become an ongoing topic in the U.S., and debate about wearable technology restricting kids’ freedom had begun.

Our solution was to change the cultural conversation from fears about safety and restriction to fostering what every kids needs: freedom and adventure.

Introducing “The Best Day Ever, a series of big adventures wearing FiLIP.” We began by asking a group of real kids the ultimate question: What would be your best day ever? We then made the best answers a reality as episodes in an interactive content series.

“The Best Day Ever” was launched online and seeded in parenting and technology channels, and then it was picked up in national media. This set the stage for a new conversation that changed from fears about restricting kids’ freedom to how wearable technology can help kids be kids in the digital age. FiLIP sold out at launch.

Adventure has been built into every touchpoint of the brand, including packaging, in-store, product design, software development, social media, PR, editorial and advertising. This has established FiLIP as the leader in the fast-growing category of wearable technology for kids, positioning the brand at the heart of a new conversation about parenting in the digital age.

“The Best Day Ever” content series was launched through teaser films via YouTube + FiLIP owned social channels. The episode was than released at bestdayever.myfilip.com and seeded in parenting and technology channels. Consumers were also driven to the experience through banners, e-mail newsletters, and live street teams and encouraged to share their #BestDayEver via social. As conversation grew around the content, we launched Episode One at an online hub, bestdayever.myfilip.com. The interactive film invited people to engage with the story and experience the FiLIP mobile app for themselves by syncing their smartphone through a second-screen experience. The story was picked up in parenting, technology and national media, and the FiLIP content was featured in major news channels covering the story.

“The Best Day Ever” struck a chord with parenting and technology communities, changing the conversation around wearable technology for kids and positioning FiLIP as a leader in the category. The story achieved the following:

- Over 600 million media impressions

- 40,000 new Facebook followers

- “The Best Day Ever” content hub had a unique engagement rate of over 150%

- FiLIP sold out at launch

- Over 20% of sales referred directly from “The Best Day Ever” interactive mobile experience to the online store

- 77% average month-over-month increase in sales

- New episodes of “The Best Day Ever” series are in production for 2014