The solution was the 'It's My Thing' campaign, a bold new strategy that championed children's self-expression and individuality. The campaign aimed to inspire parents to support their children in finding their 'thing'. The campaign took a new approach with authenticity at its core, featuring real children over actors, doing what they love. For instance, the campaign highlighted a train-obsessed 10-year-old boy named Freddie and a 10-year-old equestrian gymnast named Ellie. The campaign was first launched in the UK and was set to roll out across the US, Ireland, and the Netherlands. The campaign was fully integrated, meaning it was designed to be consistent across all marketing channels and to deliver a seamless customer experience.
Read More