Pippi Longstocking
Social media strategy and execution for Swedish children's brand
THE CHALLENGE
As part of The Astrid Lindgren Company's brief to raise the profile of Pippi Longstocking in the UK ahead of her 75th anniversary, Riot launched, developed and implemented official Pippi Longstocking social media accounts across Twitter, Facebook and Instagram.
Our aim was to build a social hub for Pippi Longstocking to share and augment all UK activity around the anniversary including raising awareness of a global charity partnership with Save the Children UK.
RIOT SOLUTION
Working closely with the client, we created a social media home for the character of Pippi Longstocking, drawing existing fans and new ones alike, into her world. The tone of the channels reflected Pippi’s playful and mischievous nature, as well as her strength and courage making her a longstanding female role model. We designed inspiring and fresh-looking assets using the original illustrations from 75 years ago as a springboard. Throughout the campaign, our guiding philosophy was: what would Pippi do? which ensured that our content was always authentic and true to the character and the brand.
As well as connecting Pippi to topical conversations and real-world events including ‘Day of The Girl’ and ‘International Women’s Day’, activity focused on playful ways to engage - host your own birthday party, competitions, games and outreach to influencers with beautifully packaged products.
THE RESULTS
After 12 months, @PippiandFriends gained 6k followers across all three channels, consistently increasing by 500 followers each month. In all, posts received over 2 million organic impressions and the #BeMorePippi Twitter hashtag had an organic reach of over 523k in 24 hours. Engagement levels rose on Pippi Longstocking’s social media birthday posts by 776%, from 8,400 in May 2019 to 73,600 in May 2020. We curated a number of real-world social moments, including an online Pippi Longstocking storytelling event from renowned storyteller Danyah Miller, receiving over 33k views in one week with no additional ad spend. In only 12 months, @PippiandFriends became known as the official home for Pippi Longstocking, seeing a lift of 350% in the use of #PippiLongstocking on key cultural dates such as ‘World Book Day’.
WHAT WE DID
SOCIAL MEDIA LAUNCH STRATEGY · COPYWRITING · CONTENT PLANNING · BRAND ENGAGEMENT · INFLUENCER STRATEGY AND OUTREACH · COMMUNITY MANAGEMENT AND CHANNEL MONITORING · ASSET DESIGN ·
