Singing Machine is the leading home karaoke company in the United States and recently created a kids education line for the first time. Launching into this new category, Carve Communications developed a plan to reach the young parent audience (age 25-34) via both online influencers and traditional media.
To engage influencers, Carve set out on a mission to secure coverage for Singing Machine’s Wise Ol’ Owl in the blogosphere. Carve’s strategy included no paid placements, only product giveaways, to help ensure credible and trustworthy content creation.
In the first two weeks, the agency secured more than 30 blog posts, as well as dozens of additional pieces of coverage in social media, which were shared repeatedly by the influencers and their communities, resulting in more than half a million impressions. The blog posts feature in-depth product reviews, testimonials of the product and a clear call-to-action and/or a direct link for where to buy. The campaign is also generating additional content featuring parents and kids playing with the product, which Singing Machine is now sharing on their own social channels in order to increase brand engagement.
On the traditional media front, Carve executed a comprehensive feature and review campaign to top-tier kid, tech, parenting and lifestyle focused media. Coverage was secured across national, regional and local broadcast, print and online media for a variety of Singing Machine products. Highlights included an audience giveaway on The Today Show as well as features on Fox News, and within PC Magazine, CNNMoney, Parade Magazine, The Toy Insider, The Toy Book among 85+ placements with a reach of over 165 million impressions.