Mattel
Creating a pocketful of episodes for YouTube
brief
As a long-standing client, Hogarth has worked with Mattel on many projects and brands. One of our recent projects for Polly Pocket was for a new type of campaign that would reach an audience that has increasingly shifted online.
Hogarth created a 35-episode YouTube show in both Spanish and Portuguese that celebrated the relaunch of Polly Pocket for 20 Latin American markets. The content is based on three creative pillars: DIY videos which included miniature crafts, unboxings and collaborations from international influencers.
We developed a centralised production model by pillar, instead of producing episode by episode, elevating creativity and production values for the same budget.
The results were amazing. The number of views in the most recent season is already double the previous ones. We generated 13.3 million views in the first seven episodes alone.