Jazwares / Pokémon
PR, Media Relations, Earned Media, Events, Influencer Marketing
Jazwares is a global leader in children’s toys, plush, action figures and collectibles. Swerve is Jazwares Canadian Public Relations and Influencer marketing Agency of Record. As part of Swerve’s annual mandate, the agency was tasked with developing a strategic PR and Influencer plan to drive purchase consideration for the new generation of Pokémon figures, specialty collector items and Surprise Attack
Game - with a nod to the brand’s 25th anniversary.
The company had recently acquired the manufacturer of toys for the world’s top selling toy licence - Pokémon - just in time for its 25th anniversary and the launch of a new line of characters and figures.
Swerve’s ‘always-on’ approach included strategic storytelling, social listening to seed the new generation of toys and figures to select media and influencers, targeted in-kind/paid content creator partnerships (i.e. top Canadian reviewers on YouTube), and surprise and delight mailers to macro - power influencers.
The strategy included a combination of traditional earned media, events and influencer marketing partnerships.
Swerve’s efforts exceeded the impression goal by over 600%, closing the four month campaign with over 30 stories and 30+ million total impressions in just 6 months.
EXCEEDED GOAL BY
STRONGER CONNECTIONS. BETTER CONVERSATIONS. LET'S CONNECT