GoGo squeeZ's Playful Content Strategy

This Father’s Day, it came as no surprise that dads are playing a larger role in sharing kid duties, but it’s still a rarity for a brand to use a celebrity father as a spokesperson for products designed with kids in mind.  GoGo squeeZ™ on-the-go applesauce is breaking this barrier with the launch of its “Wherever You Go, Go Playfully”  campaign, partnering with actor, writer, producer and celebrity dad Jerry O'Connell to encourage families to be more playful in their lives.

 
The choice of O’Connell represents a shift in focus for GoGo squeeZ, supported by survey results from a nationwide survey, which revealed fathers consider themselves more playful than mothers.
 

Based on additional survey results, which found that U.S. families have trouble incorporating playfulness into their daily lives, GoGo squeeZ has committed to providing parents and caretakers with new digital tools to empower playfulness. As the cornerstone of the campaign, the brand’s digital agency of record, Big Spaceship, has designed and developed a desktop and mobile site featuring new content to inspire providers to bring more playfulness into everyday tasks, including:

- A light-hearted video highlighting O’Connell’s quest to incorporate playfulness into his life with the use of comical body doubles
- 10 supporting videos featuring O’Connell’s body doubles
- A new lifestyle-focused blog centered on playfulness
- Personalized recommendations on how to incorporate playfulness into the everyday, based on quiz responses
- Infographics displaying data and insights about playfulness
- Shareable images containing "Jerry-isms," otherwise known as ways to make more room in your life for play

 
For every share of the website’s multimedia content using the campaign’s #gogoplayfully hashtag, GoGo squeeZ will donate $1, up to $100,000, to The Life is good Playmakers, a nonprofit organization providing training and support to childcare professionals to ensure that children grow up feeling safe, loved and joyful.

 

Credits

 

Client: GoGo squeeZ

Agency: Big Spaceship