blair roman

content creator & art director

2017 Toys"R"Us

Trending Social Integration

#ApriltheGiraffe #GiraffeWatch

The live stream of April the Giraffe became a viral sensation, and the social editorial team at Toys“R”Us recognized this to be a seamless tie-in the brand. We contacted Animal Adventure Park Zoo in upstate NY to become a sponsor of their live YouTube stream. I added our logo to the stream, which helped reach mass YouTube viewership, while developing digital and social drivers to promote relative products and engagement. I brought in the Babies“R”Us brand logo to replace the Toys“R”Us logo, appropriately, when April went into labor, since that’s where every new mom should shop! We continued to follow up with fans of April by visiting the zoo and sharing exclusive content on Toys“R”Us’s social channels.