On October 20th, MGA’s Miniverse launched its not-so-mini pop-up exclusively in one of the UK’s most prestigious toy departments, inviting customers to step into The World of Miniverse like never before.
To celebrate the launch, we invited influencers to Harrods to explore the latest Miniverse experience, highlight the brands’ creativity, cuteness and collectable appeal. With something to delight both kidults and collectors, we were excited to see our influencers reactions to the space which had been designed to engage a Gen Z audience, encouraging social-ready content and crafting fun.
We partnered with crafting and lifestyle influencer Jess Elle King to create engaging photo and video content that would generate awareness of the MGA Miniverse brand and create a buzz about the new space, driving footfall into store.
On the day, we also secured attendance from 5 x mid-macro tier influencers who visited the pop-up with friends to capture and share their experiences, further amplifying reach and engagement on social channels.
Key content moments included excited reactions, interacting with themed props such as a mini ice cream shop and gumball machine, and exploring the extensive range of products available to shop.
Through this activation we were able to successfully tap into Miniverse’s kidult appeal, emphasising personalisation, creativity and the viral potential of miniature collectables. Pop-up experiences such as this one are a great way to bring a brand to life, introduce products to new audiences and engaging with brand fans in an exciting and immersive way.
Our strategic influencer approach allowed us to deliver 12 pieces of coverage across social platforms, with a total reach of 500k. Through earned and owned content, we saw a total of 71k video views and 304k impressions.
It was great to be help support MGA Entertainment and Harrods bring this activation to life, and we’re excited to see the continued success for both brands.
