Digital Media/PR/Social Media


Cry Babies

The objective

Create a dual-targeted campaign to launch Cry Babies Magic Tears into the US market to position the brand as a top-tier competitor within the highly competitive doll category while securing an increased fan following on YouTube and creating a drive to retail.


Beacon Communications and Beacon Media teams worked in collaboration to develop a fully integrated marketing campaign with a robust mix of PR, social media, influencers, sampling and paid digital activation. With a dual focus on kids and moms, custom, engaging and appropriate content had to be created by platform from YouTube to premium FEP/OLV networks and channels. The digital media buy was complemented by a combined earned and paid influencer strategy which infiltrated the market, transforming the brand from minimal popularity to being on the top of every kid’s list. The successful program earned feature placement in holiday gift guides, on national TV segments and sales that outperformed projections helping elevate the brand to become a popular finalist for Toy of The Year and drive significant brand growth.