ASDA’s Power of Play Influencer Activity for BBC Children in Need

For the past 2 years, ASDA have run their Power of Play initiative in order to raise money for BBC Children in Need. The aim of the initiative is to highlight the importance of play as an essential part of childhood development and the money raised is to help to give 30,000 disadvantaged children and young people across the UK the opportunity to develop vital life skills through play.

This year, the campaign saw the creation of some ‘Play Cards’, which encouraged parents and children to take part in some sensory playtime at home. We were tasked with raising awareness of this activity by working with influencers based in different regions around the UK.

To fit the brief, we sourced and reached out to parenting influencers ranging from 3 – 50k followers on Instagram and invited them to be involved. We managed to secure 10 influencers whom were excited to take part in helping BBC Children In Need and were also passionate about creative play.

The results were fantastic, with the influencers receiving positive comments on the idea behind the campaign and applauding ASDA for the initiative.

The influencer marketing brought in over 1500 engagements.