L.O.L Surprise! Dolls Launch

The client:

L.O.L Surprise! Dolls are the next collectible craze to hit the UK following a highly successful US launch. The product combines unboxing with the anticipation of surprise, with each of the product’s seven layers revealing a different treat.

The brief:

For a product that made such an impression on the market over seas, it needed a launch that would make its mark and firmly place it as one-to-watch in the UK. Carousel was tasked with a stunt arrival, to reach the product’s key target audience and parents as key purchase decision makers.

Our response: 

 The influencer market has boomed this year, with brands turning off (or at least toning down) traditional marketing channels such as TV, and investing budget in influencer partnerships. Carousel wanted to combine this with a launch that would voice the products unique features – enter Unbox the Unboxer.

Unbox the Unboxer was executed by creating a giant version of the L.O.L Surprise! product, which would then be used to surprise reveal one the UK’s top YouTube unboxers – Toys AndMe.

Boasting over 4.5million followers, Toys AndMe sets the bar when it comes to unboxing videos, Carousel successfully secured a partnership with Tiana and a prime spot in Westfield London, to stage the grand reveal.

The day consisted of three aspects, Unboxing the Unboxer, live unboxing of the UK’s first ever L.O.L Surprise! Doll and a meet and greet with the YouTube star.

Footfall was driven to the event via a digital launch across Facebook and Instagram, as well as retailer and influencer support. Key press were invited to the reveal with teasers and personalised branded visuals.

Results: 

Video views: 1,786,173

Attendance of the launch: Over 300 children and parents, including parenting bloggers, girl’s media and trade titles

Pieces of coverage: One national, six trade, 60 parenting blogs, five girl’s magazines and three onlines

One sold-out product in a matter of weeks.

Watch here.