Overview
Yoto Player is a screen-free audio speaker for kids designed to safely give children full control over their listening, by entertaining and educating them while reducing screen-time. Yoto Player is controlled using physical cards that are inserted into the Player which plays audio content.
Yoto tasked 5W with launching the brand to the US market, building brand awareness among consumers and families and positioning the Yoto Player as a must-have item that encourages creative expression through audio. When a new product, Yoto Mini, also launched, 5W was tasked with building buzz around the ease and travel benefits of the new offering.
Strategy
5W conducted a 360-degree media campaign with the goal of garnering top-tier parenting, technology, business, consumer, and lifestyle media outlets while showcasing the uniqueness of the Yoto Player and Yoto Mini and educating consumers on the importance of audio time. 5W also integrated product awards and best of list coverage and influencer and celebrity product seeding into the campaign to further help establish brand credibility.
5W also leveraged Yoto co-founder Ben Drury as a pioneer in the audio time space to establish him as a thought leader within the industry.
Results
Since the launch, 5W was able to garner over 2.4 Billion total media impressions while increasing Yoto's share-of-voice in the category by 12% in one year alone. The team secured the Yoto Player as one of TIME Magazine's Best Inventions, named one of the Best Designed Gifts by Fast Company, listed as "The Best Things We Bought" by the New York Times' Wirecutter, and secured winner of the House Beautiful Family-Approved Awards and Game and Toy Awards by Popular Mechanics.
