A classic brand comes to the modern age.
Have you heard of this thing called YouTube? It's all the rage these days, or something, and the kids are really into it?
Like many other brands, Baby Alive wanted to expand their YouTube presence and lean more into the types of content that they knew their audience was seeking out. Competitors to the brand, like L.O.L. Surprise and Hatchimals, were already on scene with everything from simple unboxing videos to full-on shows, stealing valuable attention away from Baby Alive. Our challenge: pitch and produce a polished, engaging kids series that raised awareness of the brand, demonstrated product value beyond its initial offering, and most importantly, entertained anyone who watched.
The result was the Baby Alive How-To House, in which two charming kid hosts explored a fantastical house and taught the audience something new about their Baby Alive doll in every room.
Out of the five episodes we concepted, pitched, and scripted, three were produced (in two packed days) and are being released on YouTube now. The first episode had the best performing first 24 hours of any video previously uploaded to the channel, and is one of the highest rated in terms of retention. Five more brand-new episodes have already been ordered!
