The highs and lows of parenting
Consumer and Lifestyle
Fisher-Price uncovers what makes Australian dads tick
In 2013, Fisher-Price launched its ‘overjoyed, overwhelmed’ brand campaign, and the organisation was looking to leverage this through PR activity to connect with parents.
Weber Shandwick conducted research that found the forgotten overjoyed and overwhelmed parent is the father. To generate seasonal news coverage, a light-hearted, nationwide news survey was commissioned with Australian dads that have children aged 0-5 years. Fathers were quizzed on their funniest, awkward and embarrassing moments since becoming a dad.
NRL player, media personality, and new father Beau Ryan was appointed as spokesperson for the activity. Beau was made available for photo calls and interviews with print and broadcast media in the lead up to Father’s Day. Key Fisher-Price product was seeded with Beau’s daughter, providing content for his Instagram profile.
Media-friendly angles were identified by Weber Shandwick, and case studies were developed and pitched to media to add ...