CONTEXT
Thomas & Friends is a global toy brand built around the value of friendship. Previous launches in Mexico and Brazil had generated little market impact, leaving the brand disconnected from both children and their mothers. In 2014, we were tasked with relaunching the brand across both markets.

CHALLENGE
Despite the animated series airing on Discovery Kids Latin America, brand awareness remained low. With a limited budget, we needed to create meaningful impact in two highly competitive toy markets.

IDEA
We developed a unifying campaign around the message “Amigos para Crecer” (Friends to Grow). To build an authentic connection with mothers, we partnered with two of the region’s most influential celebrity moms: Galilea Montijo in Mexico and Juliana Paes in Brazil. They became brand ambassadors, sharing their experiences as mothers through their social media channels and participating in two events in each country.

RESULTS
The campaign significantly increased brand awareness, toy sales, and television viewership. It also generated more than $500,000 in earned media, delivering substantial visibility well beyond the campaign’s paid investment.