case study
Mastermind Toys
SERVICES PROVIDED
PR, Media Relations, Earned Media, Events, Influencer Marketing
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Mastermind Toys is Canada’s largest privately owned, specialty toy and children’s book retailer, selling online at MastermindToys.com and in 68 locations across eight provinces.
Swerve's mandate included strategic media relations, C-suite outreach for newly appointed CEO Sarah Jordan and influencer partnerships showcasing Mastermind Toys’ expert curation and product selection.
Re-brand for the
Millennial Parent
The Ask
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Swerve was selected to re-brand and re-position Mastermind Toys and to introduce the brand to a new millennial parent demo. Together, Swerve and Mastermind launched a campaign positioning it as the 'Authority on Play'.
Swerve's mandate included strategic media relations, C-suite outreach for newly appointed CEO Sarah Jordan and influencer partnerships showcasing Mastermind Toys’ expert curation and product selection.
To amplify this, Swerve's executed a strategic PR and influencer campaign targeting a younger demographic to promote its new focus on toy curation and product selection for a new generation of kids.
The How
The Results
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137,000,000
IMPRESSIONS
2021
CPRS AWARDS OF EXCELLENCE
GOLD + COVID GOLD WINNER,
EXTERNAL COMMMUNICATIONS
450
STORIES
2021
MarCom AWARD PLATIMUM WINNER
Over two successful years, Swerve secured more than 450 stories including BNN, Globe & Mail and The Voice Of Retail podcast, resulting in more than 137,000,000 impressions.
Swerve's work for Mastermind Toys won several top industry awards including:
2021 CPRS Awards of Excellence
Gold + COVID Gold Winner, External Communications
2021 MarCom Award, Platinum Winner, Public Relations
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