Global children’s brand

Contributed to repositioning a children's brand from 'unknown name' to #1 wooden toy brand in the UK by shifting to values-driven messaging and managing the complete social media operation – driving 39% follower growth, 149% engagement increase, and 200% more retail partner clicks.

As part of an agency team, I took over the UK social media for an internationally recognised children's brand that had a paradoxical problem: they had huge awareness globally and strong sales in the UK, but most people didn't know them by name. Parents had their toys in their homes, but they couldn't name the brand.

The previous social strategy had been mainly transactional – product images, sales messaging, the standard ecommerce approach. But that wasn't building brand loyalty or differentiation in a crowded market.

The brand needed to be repositioned. They needed to own a distinct identity that resonated emotionally with parents, not just sell products.

The Strategy

Over three years, I rebuilt the brand's social presence from the ground up. By the final year, the strategy had become a marketing system that drove awareness, engagement, and traffic simultaneously.

Repositioning the Brand Narrative

Instead of speaking to "all parents," I narrowed the focus to parents seeking screen-free play and wholesome upbringings for their children. Creating clear messaging that spoke directly to the parents they wanted to reach.

The messaging shifted from "buy this toy" to "you can create a deeper connection with your children through intentional play." Every piece of content was designed to make parents feel that this brand could help them be the parent they wanted to be.

Building an Authentic Content Ecosystem

To move away from stock product images, I build an approach to working with organic influencers. Each month, I'd partner with parents in the community, get usage rights to their content, and repurpose it on our channels. This gave us a constant stream of real-life imagery instead of product shots.

I launched educational content, puzzle content, and monthly competitions that drove huge organic engagement. I also introduced collaborative content – asking influencers to tag us as partners, which got their audiences to our channels and gave us access to their content for our own use.

Managing the Full Ecosystem

I managed everything: strategy, content creation, scheduling, community engagement, influencer relationships, and PR. I also managed a small social media team who helped as assistants, coordinating workflow and ensuring consistency across all channels.

As a result, the brand's social presence became increasingly coordinated – every piece of content serving a strategic purpose.

Brokering Partnerships

When the opportunity arose to partner with Hilton for a family-focused half-term campaign (play area in the lobby, toys in every room), I brokered the partnership and executed the collaboration. This partnership later opened doors for work with other clients.

The Results

Year 3 Performance

• 39% increase in followers (to 22k followers)

• 149% increase in total engagement (combined likes and comments per post)

• 200% increase in click-throughs to retail partners

Brand Impact

• Became the #1 wooden toy brand in the UK during this period

• Brand was acquired by a major international toy company (reflecting its market position and growth trajectory)

• Successfully repositioned from "unknown brand with great products" to "trusted name in parenting"

Partnership Outcomes

• Brokered Hilton partnership (play experience in lobbies, toys in guest rooms)

• Partnership success led to similar opportunities with other clients

Why This Matters

The brand had everything going for it – great products, significant global recognition and strong sales. But they weren't owning the market in the UK.

By repositioning the messaging, building an authentic community through influencer partnerships, embracing new content formats (Reels), and creating educational/engagement-focused content, I transformed how the brand showed up on social media.

The metrics tell the story: 39% follower growth, 149% engagement increase, and 200% more clicks to retail partners. But the real story is that the brand became the #1 player in their category in the UK market – a position that proved valuable enough to attract acquisition interest.

This is strategic social media management that isn’t just about growing numbers, it’s about building a brand that stands on its own in the market.

If you’re looking to do the same for your brand or clients, contact me to discuss your needs.