Disney’s Bibbidi Bobbidi Boutique Campaign
Following on from the overwhelming success of the Frozen film and franchise, Harrods and Disney’s magical Bibbidi Bobbidi Boutique launched their new Frozen experience in time for Christmas 2014.
At the Bibbidi Bobbidi Boutique, hosted in London’s most famous department store, children are hosted by their very own Fairy Godmother-in-Training to learn the qualities needed to become a Princess or Knight, take a royal oath and enjoy the magical experience.
The Frozen Coronation and Snow Queen experiences were added to the Boutique’s existing Royal experiences, which offer little girls and boys the opportunity to transform into their favourite Disney Princesses and Knights.
- Client: Disney
- Date: 07/01/2015
- Blog Category: Consumer PR, Events
- Project URL: http://www.harrods.com/content/misc/boutiques/disney
To launch the Bibbidi Bobbidi Boutique Frozen experience, boost the existing offering, and drive bookings to the Boutique over the crucial Christmas period.
Manage high-level journalist and blogger appointments at the Bibbidi Bobbidi Boutique to ensure a spread of positive and influential coverage in key outlets.
Originality and Creativity
PHA devised a bespoke invitation for the children of select journalists and bloggers, inviting them to visit the boutique to experience the new Frozen package. In all communications, PHA was mindful to capture the magic of Disney, to ensure that this messaging was reflected in resultant coverage.
Strategy and Implementation
PHA worked alongside the Disney in-house press team, as well as the Harrods team, to invite a number of relevant journalists, as well as influential parenting and lifestyle bloggers, to the Bibbidi Bobbidi Boutique. The aim of this outreach was to secure a number of positive and detailed reviews in the lead up to the key Christmas period, positioning the experience as the ultimate Christmas present. The campaign was highly targeted and PHA focused on a ‘hit list’ of titles whose readers mirrored the Disney and Harrods demographic.
PHA ensured that a strong relationship was built with each journalist who visited the Boutique, ensuring the experience was magical and enjoyable for them and their children, and making sure that all of the relevant information and images was conveyed in their reviews.
Results and Evaluation
The campaign was extremely successful, with 20 pieces of coverage achieved, over a three month period, across national, consumer, regional and online press. This included news pieces, features and positive reviews in The Independent, Telegraph Magazine, Angels & Urchins Visit London, An American Girl in Chelsea and Café Bebe.
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