Jellycat — US Community Building
— Services
- Brand Strategy
- Brand Identity
- Influencer Relations
- Social Media
- Public Relations
- Events
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Jellycat
Building a community of brand superfans with surprise and delight.
Jellycat already established a community of superfans across the UK. We needed to connect the brand with highly influential tastemakers across traditional media, social media, and celebrity placements to expand the brand’s presence within the U.S. market.
We leveraged our extensive network and creative thinking skills to craft a series of events and impactful gifting campaigns to create genuine surprise and delight amongst U.S. consumers.
The Challenge
Within the U.S., Jellycat is a lesser-known soft toy brand, and was often compared to similar, American-made brands, rather than standing on its own. Jellycat set out to move beyond these comparisons by building a dedicated community of tastemakers to establish a community of superfans in the US market.
Spreading the love with Jellycat
We started with two impactful events at FAO Schwarz in New York City – a cultural authority on toys in the United States. Together, we hosted key influencers and media to attend the grand opening of The Jellycat Diner at FAO Schwarz, as well as the unveiling of Jellycat’s holiday window displays, immersing guests in the Jellycat brand world.
We continued our work through a series of highly curated gifting to content creators and media, driving authentic consumer engagement for the brand amongst US consumers.
To build Jellycat’s community of super fans in the U.S., we spread the love (and cuddles) by joining forces with the iconic FAO Schwarz in New York City. Creating two unforgettable events, Jellycat created a fully-realized brand world, completely immersing guests in the surprise and delight for which the brand is known.
While the grand opening of The Jellycat Diner and the unveiling of Jellycat’s Holiday Window Display created sufficient excitement, we decided to take it one step further.
Through a series of highly curated gifting centered on consumer holidays including the holidays, Valentine’s Day and Easter, we expanded Jellycat’s reach across the United States.
As a result, we exposed the brand to over 136 tastemakers, including influencers and media, resulting in over 26.1 million earned social impressions.
Jellycat clinched its position in the U.S. market, successfully creating a fandom that has come to include icons like Irina Shayk, Adut Akech, and more.
