Work
Launching Yoto - Screens off. Imaginations On.
The impact of excessive screen time and online access for children is worrying. Multiple studies have recorded and publicised the negative impact too much screen time can have. It can lead to problems in social-emotional development, including obesity, sleep disturbances, depression, and anxiety. It can impair emotional comprehension, promote aggressive behaviour, and hinder social and emotional competence.
For this reason, we were delighted when Yoto came to THINKHOUSE to help introduce its high-tech, screen-free audio player to the Irish market; truly bringing a product that both children and parents can get behind. Yoto puts kids safely in control of their listening, learning and play. No microphones. No cameras. No ads.
Yoto provides a screen-free audio system for children, encouraging imagination and learning with its specially curated content. The system uses physical cards to play stories, music, activities and podcasts on the Yoto Player or Yoto Mini. This promotes independent play and helps develop listening skills, without the distraction of screens.
The Approach
We decided on a two-phase communications approach that kicked off with a live launch event followed by an always-on Yoto press office driving fame for the Yoto in the lead up to Christmas.
The Output
1. The Yoto Home Event
We wanted to bring media, content creators and their little ones into the magical world of Yoto through an immersive live event at The Yoto Home. We chose a home, ‘The Sun House’ a beautiful coastal house in Sandymount that allowed us to showcase the product and how it shows up in everyday moments. Guests' first interaction with the brand brought to life the personality and functionality of the product through a Yoto kitchen disco, bedtime wind-down routine and buzzy breakfast. We welcomed Ireland’s parenting and tech creators and media who got to experience a tour of the home itself and a showcase of each product feature in action, the opportunity to chat to our UK brand spokespeople and, of course, a Yoto Player and all of its accessories to take home.
2. The Yoto ROI Press Office
Straight off the back of our Yoto Home launch event, we kicked off our Yoto Press office, keeping Irish journalists up to date with all things Yoto News, providing gifting to media and influencers and securing fame-driving product placement.
The Outcome
54 pieces of earned social content across Instagram stories and reels.
12 pieces of organic earned media coverage as a result of our always-on press office. Key lands across Irish Independent, Irish Times, RTE and product placement on the Late Late Toy Show.
Total potential reach: 12.5 million
126 pieces of earned content
100% positive sentiment across the campaign
Speaking about the campaign, Lauren Mitcham, UK & Ireland PR Manager for Yoto, said:
"Thinkhouse helped us bring Yoto to life in Ireland in the most engaging and meaningful way. From an immersive launch event that truly showcased the magic of Yoto to securing top-tier media coverage, they ensured our message reached parents in an authentic and impactful way. Their creativity, strategic approach, and deep understanding of cultural moments made this partnership a huge success."
