Project Overview
Kinder Joy “Eggstravaganza”
We worked with Ferrero brand Kinder Joy, the iconic egg-shaped treat plus toy, to celebrate the magic of Easter by bringing double the JOY to the center of the most immersive family experiences. We created moments of JOY by putting Kinder Joy in a position to play an active role in curating experiences that bring families closer together.
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What We Did
“EGGstravaganza” presented by Kinder Joy, transformed the brand into real life by offering families egg-citing new experiences to celebrate Easter at 30 zoos & aquariums across the country to #findtheKinderJOY.
Easter egg hunts, pictures with the Easter Bunny, and self-guided scavenger hunts put families at the center of the experience, positioning Kinder Joy as the hero, central to these memorable moments.
These celebrations were promoted through Moments-based Media™ including main zoo & aquarium websites, dedicated event webpages, eNewsletters, social media, member magazines, outdoor habitat signage, and radio.
We also tapped into the strength of zoo & aquarium media relationships to drive earned media and position these local events as can’t miss family-friendly Easter celebrations.
The Result
This campaign egg-ceeded all eggs-pectations across every KPI.
- 45 Easter Celebrations and events included more than 210k parents & kids
- Earned Media (PR) helped drive scale with 45+ media placements including national coverage on Fox News
- Over 120k samples distributed as part of egg hunts, photos with the Easter Bunny, and scavenger hunts
- Integrated experiential, sponsorship, moments-based media, and PR campaign reinforced that Kinder Joy should be a part of every Easter Egg Hunt
- 93% purchase intent among non-buyers
- Net Promoter Score = 92.2
- Competitive ROI under $10 CPM