Playskool

Organic Social Content

Role: Content Producer (Copywriter + Art Director + PRODUCER)

Playskool wanted to use Facebook to reach millennial moms, a digitally savvy audience exploring first-time motherhood through the lens of social media. The brand's social presence, however, was saturated with sentimental quotes and images of stock babies.

As the Content Producer, I devised the content strategy, conceptualized each post, wrote copy, and managed the day-to-day content calendar. I led a three-person team to boost social engagement and change the perception of Playskool from a legacy brand to one tuned into the modern mom experience. Anchored by a content strategy inspired by successful mommy blogs, we worked to create relatable, sharable content that sparked open conversation within a welcoming atmosphere.

Our interpretation of the toddler brain was an innovative way to weave in Playskool product iconography.

Parents loved honest insights about child behavior.

While the team didn't jump on every small holiday, daylight savings time directly applied to life as a parent.

No matter the topic, we kept the focus on Playskool toys.

Our efforts garnered a mention in Digiday about how brands are reaching millennial moms.

Social Media