Despite we have always been a desired toy brand, we started to lose sales - a consequence of our premium price positioning versus a cheaper copycat competitor, combined to the arrival of fresh new toys.

As children communication with kids has a lot of restrictions in Brazil, an opportunity was to increase relevance among parents, as they could be either an influencer or a barrier to the purchase.

Nurturing better kids was always the essence of our brand. Furthermore, one of the most important things for every parent in the world.

But parents were still struggling to define what Baby Alive stands for.

This means it was the time to retake and strongly reinforce our essence: helping parents to raise better kids.

We saw a great chance to increase the conversation around Baby Alive, adding value to our brand propositioning and therefore increasing sales.

To provoke a change and break stereotypes, we turned the insight into a simple campaign appeal: “boys can play with dolls too”, making us the first brand to feature boys taking care of baby dolls.

Our key message is universal and remembers parents that when their kids are playing with a doll, they are not just playing, but learning to care. This means they are discovering how to be better people and even better parents, and this matters to everyone, regardless the gender.

After all, if playing with dolls can make a girl a better mom, why wouldn’t it make a boy a better dad?

That is what “We all can take care” is about.

Grounded in a proprietary pillar and based on a valuable speech, we talked about a simple but still powerful thing: all children should have the chance to learn to care.

If we wanted to sparkle a social discussion, we had no doubt that this was the right moment to do it.

Gender stereotypes have become a cultural tension in Brazil, so we were focused to show what a boy can learn by playing with dolls.

Our PR strategy included both mainstream and specialized sources, keeping in mind that we wanted to spread the campaign as much as we could, since this is a society matter.

We’ve approached the main newspapers/celebrities and the niche ones as well, focusing on pages related to paternity and to our cause. We also assumed that this discussion is political, so we aimed to achieve progressists channels and politicians.

Besides that, our message was powerful (and somehow delicate), so we needed respected names to lend credibility to our message.

Thinking of it, we’ve decided to work with respected journals and digital influencers.

We’ve decided to focus our efforts on our video campaign for five days, delivering versions of bumper ads, 60”and 30” in different platforms, at one shot.

Then, we kept increasing the target audience throughout the time, on Facebook, Instagram, Youtube and Twitter to make our target broader and invite more people to the discussion.

That’s because we believed so much on our message that we knew earn media would do the rest and the campaign would gain sustentation - especially because we chose social network as our main platform, where people could share and discuss it.

To make sure the message was not losing temper and to keep the discussion going on, we also prepared ourselves with a smart responding strategy:

During the launch, a team of content strategists were 100% focused on responding, supported by personalized answers, images and quotes from experts (pedagogues, phycologists, anthropologists, etc.).

There were more than 75 publications worldwide, including journals from more than 30 countries.

In Brazil, we’re in the trending topics after 10 hours of campaign, while social influencers shared our campaign in social media, totaling 13,5 million followers.

It was more than 225k interactions to the brand, with surprisingly 80% of positive mentions, as many raised their voices in favor of the brand, especially when few haters expressed their discontent based on prejudiced points of view.

As the discussion became political, specialized portals joined as well:

Progressist publishers such as Quebrando o Tabu (10,8M followers) supported the campaign, while Manuela D’ávila, a strong candidate for vice president of the opposition, shared it on her social networks.

In only 4 weeks, sales increased 28% in total, being +93% in e-commerce, making April, a low season for toys, the best month in 2019.