Winnie The Pooh

Simple Pleasures

Objectives:

• Use Classic Pooh as a vehicle to drive consumer awareness of and engagement with the Winnie The Pooh brand for Disney

Strategy:

• Affirm consumer affinity for the brand and generate excitement amongst mums around the themes of Britishness, Storytelling and Heritage by creating a story rooted in British traditions, summer holidays and nostalgia. 

• Partner with a third party organisation to provide credibility, reach and scale to the campaign.

• Create compelling assets that bring Classic Pooh to life in a unique and exciting way and drive to the wider products and franchise.

Execution:

Partner with publisher Egmont and national tourist board VisitEngland to conduct a survey and reveal a list of top ‘Simple Pleasures’ that can be enjoyed in England – inspired by Winnie-The-Pooh.

• Commission exclusive artwork of the top ten Simple Pleasures from Classic Pooh Illustrator Mark Burgess to bring the story to life.

• Work with publisher Egmont to create a guide to the Simple Pleasures that can be downloaded from VisitEngland website.

Results:

18 x broadcast

(Sky News, BBC Radio 5 Live and BBC1 North West...)

6 x national newspapers

(Daily Telegraph, Daily Express, Daily Mirror, Daily Mail and Metro...)

30 x regional newspapers

(Western Morning News, Southern Daily Echo, North Western Gazette…)

41 x online

(The Sun Online, The Independent Online, MSN and Mirror Online...)

 PR value of almost £1.4 million

Reach of more than 26 million

AVE of almost £450,000