Faced by declining markets and cheap toys gaining popularity, we were to turn Nerf, a premium brand, into a coveted New Year gift.
We realized that children and their parents had different views of the New Year, and thought Santa could get help from his nephew, Christmas Nerfer, teaching kids to have fun instead of boring poetry recitals. We teamed up with children bloggers to produce three music videos and five narrative videos with Christmas Nerfer.
Prize draws were held in social media, giving away blasters. Nerf became children’s most popular brand on YouTube in December 2019.