Fun School with Play Doh

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Fun School with Play Doh

Evgeniya Lysenko and Tatyana Burtseva

Campaign Details

Brand: Play DohBrand Owner: HasbroLead Agency: OMD MD RussiaCountry: Russian FederationIndustry: Toys, gamesChannels used: Content marketing, online video, Product placementBudget: Up to 500k

Executive Summary

Play Doh is already a leader in the Arts and Crafts category, and their next big challenge is gaining entry into the preschool category/educational toys sector. A new focus supposes a deeper communication with Children and Moms, which is quite expensive via massive channels like TV. However, digital is lower...

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