Play-Doh Campaign
Amazon Toys
Work Involved
CREATIVE & DESIGN
STRATEGY
PACKAGING & PRODUCTION
INFLUENCER SOURCING & MANAGEMENT
Challenge
Amazon Toys aimed to build excitement around its holiday catalog and Play-Doh partnership with a campaign that stood out during a highly competitive retail season. The goal was to create a social-first moment that captured the spirit of play while driving awareness and engagement ahead of launch.
Approach
We partnered with Amazon Toys to concept, design, and produce a hero seeding piece, alongside leading influencer strategy and execution.
At the center of the campaign, we created a jumbo Play-Doh can—filled with Play-Doh products and cooking-themed items—to inspire playful, family-driven moments.
To amplify reach, we sourced and managed 35 influencers ranging from macro to micro creators, developing scripting for both organic and paid content to ensure a cohesive rollout across platforms.
Results
The campaign generated strong social momentum leading into the holiday season, reaching over 12M+ combined followers across influencer channels.
The oversized Play-Doh can became a standout, shareable moment—driving engagement and reinforcing Amazon Toys as a destination for family-centered holiday gifting.
