Play-Doh launched a 100% digital campaign, 'Petits Cuistots' (little Chefs), in partnership with Marmiton.org, the leading cooking website in France. The campaign featured the following content:

- A cooking class was organized in Marmiton’s kitchen where kids asked their parents to complete a challenge: recreate their modelling dough-design….but with real ingredients!

- Step-by-step recipes, either to be cooked with edible ingredients or recreated with modelling dough

- PlayDoh’s brand and its new products (Ice Cream Parlor playset, Frosting Fun Bakery playset, Pizzaria playset)

- Instant win sweepstakes: readers had the chance to win daily PlayDoh products

The main platform was hosted on marmiton.org, and was supported by a media plan on marmiton.org via various cobranded banners.

We identified 2 main KPIs for this campaign: number of visits and average time spent on the platform.

In 2 months of communication, we considerably exceeded the initial goals:

- 182,697 visits, that is 450% times the initial target

- Average time spent on the platform was 4 min 03 secs (vs 2 min 30 secs observed on similar campaigns)

- High engagement rate with 70,740 sweepstake players (vs. average of 6000 to 10,000 on similar campaigns)

- Media coverage & press clippings in leading media magazines (CB newsletter, 100% media, Actukids…)