Paws For Thought; Content Production That Cuts Through for Paddington

How Carousel drove social media engagement and reach for Paddington Bear through eye-catching creative photography

The Brief

To create engaging and thought-provoking social-first content for Paddington’s social media channels to make it stand out from the crowd and to stop consumers mid-scroll.

Our Response

As the driving force behind the social media channels of some of the world’s most-loved toys and family entertainment brands, Carousel’s social media marketing team knows it takes fresh, creative content production and marketing to grab consumers’ attention.

With social media users becoming savvy to short-term brand marketing tactics, we know it’s more important than ever to create content that provides genuine entertainment and moments of wonder for fans to fuel long-term growth. So with each photoshoot, our focus is on bringing the brand’s personality and values to life in new and unexpected ways, allowing us to build a stronger connection with the audience which in turn drives sales and channel growth.

We worked with trusted photography partners to create unique, 'made-for-social' photography. For Paddington Bear, a brand built on a rich heritage of storytelling, illustration and animation, we created felt flat lay scenes behind plush toys to reflect the brand’s hand-made history and capture the imagination of young Paddington fans. We also depicted miniature Paddington figurines in whimsical scenes that played on the scale of the figures for comedic effect, such as a tiny Paddington climbing a staircase of bread to reach the top of a giant jar of marmalade (his favourite snack).

Meanwhile, for Paddington’s older fans, we created more refined seasonal scenes such as tempting hot cocoa against twinkling Christmas lights in a Paddington mug. Not only did this help to inspire gift-givers and ignite a warm festive glow amongst the social media fanbase, it also delivered stronger conversion rates and lower cost per click when benchmarked against ads with more traditional product imagery.

We also peppered shots into the mix that didn’t focus on a specific Paddington product, but were designed to increase brand reach and social media engagement, particularly around key seasonal dates in the global social media calendar. These ranged from heart-shaped marmalade sandwiches for Valentine’s Day, to flat lays of Paddington’s trademark duffle coat, red hat and wellies kicked off in a sandy summer beach scene.

The Results

Through this variety of imaginative and striking content production, we’ve grown Paddington’s Instagram channel to surpass 56k followers and generated thousands of genuine organic social media engagements on each post, keeping Paddington top of mind for fans ahead of his next big cinematic adventure.

Do you want to give your brand a bigger voice on social media? Drop the team an email at