Teaming up with two major brands

Get parents of 3-5 year olds to stop scrolling. To launch the Play-Doh Pizza Delivery Scooter Playset in partnership with Papa John’s, we needed a campaign that helped two global brands share the spotlight. All while driving excitement and sales.

Creativity and imagination are the threads that tie both brands together through hands-on exploration. By combining these elements, we’re able to promote Play-Doh product while building positive, kid-friendly brand sentiment for Papa Johns.

We called it Cookin’ Up Imaginations. A playful mock cooking show brought together real-life Papa Johns Chef Chris and a team of aspiring mini chefs. Shot in the Papa John's test kitchen, the content balanced authenticity with creative play, blending pizza-making with the imaginative fun of the Play-Doh playset. Efficiency was key: in one shoot day, we created a full suite of assets to maximize reach and storytelling.

Within two months, we had pitched, executed, and had the social content trafficked on multiple channels for both brands. The campaign is still in market, but the results to date are too good to not share. Awareness campaign is driving a 30% ThruPlay rate, signaling that one third of users are watching at least 15 seconds of the asset (on par with retail campaigns per Meta's anecdotal commentary). Engagement campaign is driving a 62% higher CTR compared to Play-Doh Sept/Oct 2024 campaign.