Mini Brands Series 1 Social Campaign and 2020 Vega Digital Awards

We are excited to share the #MiniMania around our Mini Brands Series 1 launch and two resulting wins in the Social Campaign and Series category of the 2020 Vega Digital Awards.

More about the campaign:

This is a story of how a mini toy brand became a HUGE viral success. Built around the growing miniaturization trend, we partnered with big FMCG companies to shrink their household name products into 5 Surprise Mini Brands.

We knew organic influencer content would be vital to create a collector’s frenzy, but this space was becoming crowded. We therefore set our sights on emerging platform TikTok, seeding 100s of capsules to ambitious content creators, hungry for opportunity. The aim was to create a group of brand ambassadors we could call upon and collaborate with, whose audience reflected ours perfectly. We gave influencers complete freedom to express the brand through #TinyThings and #MiniBrands… and it worked! Influencer and User-generated content poured onto the platform making Mini Brands and #TinyThings TikTok’s #1 trending hashtag, reaching 600M views to date and sales reaching 120 pieces per store per week against an industry average of 5! The peak sales week saw 250,000 capsules bought (that’s one every 2.5 seconds)!

Taking hold of this momentum, we re-engaged our influencer network suggesting content themes such as ‘peal and reveal’, collection showings, and ‘find and buy’ videos. We then partnered with lead influencer @WeWearCute to produce a Christmas themed advertisement that achieved double the benchmark engagement rate on TikTok.

The success was driven by a product that allowed content generation at all stages of the buyers journey, from discovery, to purchase, to experience and ultimately, collection. Allowing this to flourish through our vast range of influencers has generated countless trends, themes and viral videos that to this day, are still generating millions of views per month. By engaging with influencers and letting organic content lead the charge, we developed a personality and culture around the brand that has endured and is still gaining momentum. Need proof? In 14 months, this toy has featured as the the #1 most searched toy on Google in December, and the 11th best selling toy in the US, entirely through influencer and digital lead marketing. A needed and welcome change for the Toy Industry.

Award wins:

– Second Place Winner – Social Campaign and Series: Social Presence – Vega Digital Awards 2020

– First Place Winner – Social Campaign and Series: Influencer Marketing – Vega Digital Awards 2020

About the Vega Digital Awards:

The Vega Digital Awards leverages on itself as an international competition to feature exceptional professionals in the creative digital media. “The awards never ceases to amaze me with its participating talents,” Kenjo Ong, the CEO of IAA remarked. “What’s even better is that we are given the opportunity to shower these individuals with accolades, and rightfully so.”

This year’s Vega Digital Awards had over 560 categories listed in both professional and student levels, garnering as many as 1,182 entries from 29 countries.


ZURU celebrates trailblazing young women with GirlBoss Awards 2020

ZURU has joined forces with GirlBoss New Zealand to celebrate trailblazing young women through the “2020 GirlBoss Awards – Brought to you by ZURU”.

The GirlBoss Awards aim to recognise the incredible Kiwi women (aged 11-18) who are defying stereotypes and shaping the future of New Zealand.

“We are delighted to partner with ZURU and Anna Mowbray on this initiative,” says GirlBoss founder, Alexia Hilbertidou.

“Anna is the youngest female running a massive, fast-growing global toy company. She has used her platform to lead the way in sustainable manufacturing and has a genuine passion for encouraging wahine toa to follow in her footsteps. Born in Tokoroa and raised in Cambridge, Anna’s story shows that young women across Aoteraoa can have a world-changing impact.”

ZURU Director and COO, Anna Mowbray, says gender equality in business is crucial for New Zealand to reach its full potential.

“I am excited to be working with Alexia on this fantastic initiative. Alexia is only 21, the same age as I was when I started at ZURU. Together, we hope to encourage young Kiwis to dream big and realise that they are never too young to create change.”

“In this current climate, New Zealanders are looking for positivity and hope and we see these awards as being a real confidence booster for the 500+ applicants who apply each year.

It is important that we encourage our young people to keep striving and working hard, not only for themselves but for the great things they can do for their community, country and the world.”

Currently only 3% of VC funding goes to female led startups and only 3% of New Zealand’s NZX CEO’s are women. Hilbertidou believes that this generation of young women can change that.

In 2019 the GirlBoss Awards recognised eight inspiring young leaders including;
Georgia Latu, the founder of Poitiki Poi – a business dedicated to making, selling, and teaching the art of poi. True to her values, Georgia employs people from the Dunedin Disabled Citizens Society to keep up with demand.
Rosetta Lopa, from Porirua, was just 13 when she founded the all female singing group LeArt. LeArt have gone on to huge success playing for prestigious audiences such as the Duke and Duchess of Sussex, the Silver Ferns, and the All Blacks.
Tayla Nasmith (17) who founded ‘Mummys in Need’ a charity which facilitates donations of baby gear; prams, cots, and clothes to those in need. She delivers 200 care boxes a month to new, vulnerable, mums.

The 2019 GirlBoss Arts & Culture Award was a real confidence boost for winner, Rosetta Lopa.

“The award to me is like a checkpoint in life to show me that I am heading in the right direction. It has opened a door at a time of my life where it felt as if every door was closing around me. This has inspired me to continue to create, share, and love the beauty that is music.”

This year there are six categories: Trailblazer, Innovation, STEM, Emerging Leader, Arts and Culture, and the Activator Award

Orion & Connetics, Method, Delta Insurance, the Ministry for Primary Industries, and Grandkid Power are each sponsoring an award category.

Nominations are now open for females aged 11–18 at and close at midnight on August 27th. The winners will be announced on the 22nd of September at an awards evening held in Auckland at the Northern Club.