THE BRIEF

LeapFrog engaged ppr. to deliver a national influencer campaign for the launch of LeapMove, the brand’s most significant toy release since the LeapPad in 1999. The primary objective was to raise awareness of LeapMove across Australia, position it as a standout educational toy, and drive purchase intent among parents and gift-givers, while generating authentic engagement, building trust through credible voices, and creating buzz in the lead-up to launch.

OUR RESPONSE

We developed a targeted influencer strategy, focusing on parents of children aged 4–7, aligning with the campaign’s key demographic of Australians aged 30+. From a curated list, we recommended high-profile influencers with strong Australian followings for paid content, ensuring precise control over messaging and narrative. Following client approval, Olympian Jana Pittman and child development psychologist Dr. Kristyn Sommer were engaged and briefed to produce authentic campaign content. We then activated the remaining influencers on the list, securing 40 influencers to review and showcase LeapFrog’s innovative new product across multiple social platforms.

RESULTS

The campaign delivered exceptional outcomes, generating 70 content pieces across Instagram (grid posts, reels, and stories) and TikTok. Combined paid and gifted content reached 343.4K people, achieved 3.2M impressions, and delivered an EMV of $459.5K, far exceeding client expectations.

‍

‍