Rainbow High has celebrated Find a Rainbow Day with an influencer and PR campaign that has amassed a reach of over 1m and 70,000 video views.
MGA Entertainment‘s Rainbow High celebrated Find a Rainbow Day on 3rd April with an engaging influencer and PR campaign to mark the launch of the fifth season of its hit animated series and brand-new Rainbow World, whilst introducing the new Classic Rainbow Fashion Dolls.
The new collection, which stars in the latest series on YouTube, brings back original and fan-favourite characters from series one and introduces a new sparkly slime play pattern for the brand, designed to appeal to the brand’s younger fan base and add more play value to the box. The dolls also come with new pets in colour-tinted moulds which children can use to house their sparkling slime creations.
Since its launch, the Rainbow High animated series has amassed a YouTube community of just under 1m subscribers and accumulated 1.3b minutes watched, with the UK being the second highest country for subscribers, views and watch time. Additionally, the first episode of the new Rainbow World series generated 1m views in under two weeks of airing.
The Find a Rainbow Day campaign saw Rainbow High team up with fans across Instagram and TikTok to produce content which spotlighted the brand-new animated series and highlighted key features of the new dolls. Influencers were given everything they needed to create a cosy viewing area for the screening of the new series, whilst showcasing the collection’s new play pattern: sparkly slime.
To enhance the content, Rainbow High gifted bespoke themed mailers to a selection of micro influencers and brand fans. The mailers featured a doll from the new collection, as well as movie-themed accessories such as popcorn and branded blankets.
The social activity was supported by a partnership with leading parenting title My Baba to spotlight the range to the brand’s parenting audience, generate excitement amongst consumers and drive additional hype around the key launch moment for the brand.
Pamela Justice, head of Marketing UK and Ireland for MGA Entertainment, said: “We’re so pleased with the success of our Find a Rainbow Day campaign – to generate a reach of over 1m and achieve 70,000 video views reflects how popular the brand is. The response the brand has received on the launch of the new Classic Rainbow Fashion dolls and the debut of Rainbow World in our animated series has been phenomenal. Seeing the fun the brand is bringing to children across the country and how they’re engaging with our new releases has been wonderful to see.”
