Maison Battat
Our Generation Dolls
Australian Market
Digital Campaign Strategy for E-com Launch
The Case - Our Generation Dolls launches Official Website in Australia
Brand
Our Generation welcomes all kids into a world of fun and encourages them to create the narrative of their generation. The award-winning dolls and accessories continue to inspire children in over 45 countries around the world today, teaching them about the importance of inclusion and empowering them to tell their own stories.
Business Challenge
Secure and convert Australian customers after launching new official E-com site + grow the new Australian Instagram account.
Objectives
Launch a new and improved Our Generation Dolls Australia to young Australian parents.
Migrate a large percentage of the Australian audience from the US Instagram account.
Situation
Our Generation isn‘t new in Australia, but was sold in small quantities by different retailers around the country. Fans complained about not getting new dolls or accessories when they launched in the US, and mentioned a lack of connection to Australian culture with most content.
Target
Young, or old, if you’ve been a fan of Our Generation Dolls, you are in for a treat.
Brand
Our Generation welcomes all kids into a world of fun and encourages them to create the narrative of their generation. The award-winning dolls and accessories continue to inspire children in over 45 countries around the world today, teaching them about the importance of inclusion and empowering them to tell their own stories.
Business Challenge
Secure and convert Australian customers after launching new official E-com site + grow the new Australian Instagram account.
Objectives
Launch a new and improved Our Generation Dolls Australia to young Australian parents.
Migrate a large percentage of the Australian audience from the US Instagram account.
Situation
Our Generation isn‘t new in Australia, but was sold in small quantities by different retailers around the country. Fans complained about not getting new dolls or accessories when they launched in the US, and mentioned a lack of connection to Australian culture with most content.
Target
Young, or old, if you’ve been a fan of Our Generation Dolls, you are in for a treat.
Issue
Australians weren’t relating to the US content because it was culturally missing Australian elements and themes. They feel like an afterthought when Our Generation’s motto says otherwise.
Context
Australians live life differently, for example: their christmas is summery and has no imagery of snow, they play different sports, the list goes on.
Insight
Our Generation Dolls embraces all types of Australian adventures.
Your best friend will go surfing with you, take photos of kangaroos, visit the Big Banana.
Strategy
Show Australians that Our Generation sees them for who they are by inserting playful and culturally specific elements into the fun.
The Approach
Run a full campaign (Organic, Paid, PPC, Newsletter and Influencers) while telling the story of Our Generation Australia. Using the TikTok collage trend, we incorporated Australian elements to appeal to the local audience, while staying true to the brand’s slogan: This is Our Story. Here is an example of the Reel referenced above. We collaborated with local influencers in Sydney and Melbourne that narrated different Australian stories with Our Generation Dolls. Here is an example where the influencer’s daughter narrates her day with her doll! The work resulted in a growing audience across Australia with strong repeat sales on the site for the first two months back in the country.
Other content made for the brand across markets
