Launching The Brand New Fashion Doll Brand, Rainbow High, on Instagram

How we used social to launch the new MGA dolls brand, Rainbow High.

The Brief

Social media provides a huge opportunity to grow a loyal base of long-term followers, build brand awareness and drive sales.

In August 2020, we were tasked with launching a brand-new toy brand from our client MGA, Rainbow High, on social media. The target audience was mums or women with children in their lives, aged 25-40.

Our Response

As a team we discussed the then current platforms that would be best suited and ultimately decided that Instagram was the perfect fit. This was due to Instagram being an image led platform which would benefit this colourful, charismatic brand greatly. Instagram has the highest average engagement rate of all the main social channels, beating Facebook and Twitter. In fact, it has a higher brand engagement rate, which shows the audience on Instagram is more open to branded content than they are on other platforms.

We wanted the new channel to be the ultimate location for Rainbow High’s bold, fashion-forward fans. When we first started planning the launch, we developed a set of creative guidelines to help inform the types of content, visual direction and aesthetic that we wanted to create.

The primary target audience for this channel was parents, with the younger users of Instagram following closely behind. The tone of voice and style of content had a cooler edge and fashion focus in-line with the brand story of Rainbow High, centred around a range of talented doll characters who attend an elite arts school with colour and creativity at its core.

With this in mind we wanted to create a fun, colour led Instagram page that would create instant brand recognition, entice followers and deliver strong engagement. For the launch we decided to split the content into aesthetically pleasing colour bars featuring UGC, product shots and influencer content, so that the overall feed would appear as a rainbow.

The Results

Within the first 10 weeks we gained over 1.2K followers and we continued to grow week on week, hitting 2K after 3 months, and 5.7K to date. We also launched the hashtag #collecttherainbow to accompany all activity which has gained over 18K user-generated content shares from fans all around the world.