Martin cited Known’s work with brands including Sesame Workshop, Rockefeller Center and Ubisoft’s “Just Dance” franchise as examples of helping brands with rich histories look for new growth opportunities.
The agency already deployed its human insights and advanced analytics teams to help Build-A-Bear identify new growth opportunities, and Known’s brand strategy team began work last year with Build-A-Bear to position the brand to continue to thrive for generations.
“Upcoming campaigns are informed and inspired by these insights and Build-A-Bear’s evolved brand positioning, which Known’s creative teams will bring to life in new and inspiring ways,” said Martin.
Details of the deal were not disclosed, but in 2023, Build-A-Bear spent an estimated $14 million in digital spend, with less than $200,000 in offline/traditional media, according to COMvergence.
Known recently completed a sprawling regional campaign for the Super Bowl, positioning new streaming network Zeam as the place to get local news, sports and culture, with customized spots for each market featuring John Stamos.
In 2018, Build-A-Bear created a promotional “Pay Your Age Day” that generated some backlash after lines at some stores grew to a mile long with waits of over seven hours. Build-A-Bear is currently the subject of a lawsuit by Squishmallows, stating the Build-A-Bear’s Skoosherz line of stuffed animals is a knock-off of Squishmallow’s creations.
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