Mattel’s American Girl store host 6-year-old YouTuber, Nevaeh, for the filming of her children’s fantasy short film. Nevaeh’s Birthday Adventure is an innovative piece of branded content produced by creative agency JELI. In the short movie, Nevaeh, from YouTube vlogging family, The Bafana’s, magically leaves her parents at home and embarks on an epic journey across the Atlantic.
This was unlike any influencer marketing campaign executed by Mattel. JELI’s creative director, Israel Oba stated “It was important for us to keep the focus of our objective, which was to create an imaginative piece of content that would resonate well with the Bafana Family’s audience of almost 300,000 subscribers. The content shared in the brands values which made this partnership frictionless for their audience. The result is a video that not only offers great moments for viewers to enjoy and authentically incorporates the American Girl brand while showcasing the physical retail experience American Girl is famous for. In that respect, the format sets itself apart from influencer marketing collaborations, and places it firmly in the arena of branded content”
Last year Mattel, who own Hot Wheels and Barbie, recently launched its film division to develop motion pictures based on the company’s iconic toy brands. “Mattel is home to one of the world’s greatest portfolios of beloved franchises, and the creation of Mattel Films will allow us to unlock significant value across our IP,” said CEO Ynon Kreiz.
To discuss your branded entertainment or influencer marketing campaign, email us at contact@JELI.agency.