Who doesn’t know Nelly Jelly? For the most popular girl, we were looking for long-term companions who would go on adventures together and then tell others about it.
When we were looking for content creators to work with Nelly Jelly on a long-term basis, we first needed to get to know the character better. We wanted the communication of the future ambassadors to reflect Nelly Jelly’s curiosity, playfulness, courage, and close connection with the audience. This led us to find four influencers whose content, values, and themes were in line with the character of Nelly Jelly.
Life is always throwing a few pranks at this character, so to reflect this dynamic, we made each month’s communication vary. We rotated the four ambassadors, changed their content pieces, added other influencers to reinforce the messages, and gave away Nelly Jelly gifts.
As the world of Nelly Jelly changed, the ambassador program grew. The children’s book communication was later complemented by plush toys, Nelly Jelly’s “Monstropedia” activity kits, and character visits to the homes of content creators. Ambassador families shared their leisure time, the books they read, and the lessons they learned, such as how children learn to cook from the Nelly Jelly recipe book. Nelly Jelly has become an inseparable part of the influencers’ lives and, most of all, of their little ones’ leisure.
The character of Nelly Jelly is much loved by children and adults alike, and influencers shared this emotion throughout the ambassadorship. During this friendship, a lot of authentic content has been created, and a number of innovations from the unique world of Nelly Jelly have been introduced. This communication and the new friends of Nelly Jelly were very well received by the audience, as the engagement of followers did not decrease throughout the ambassadorship.
The experts also recognized the influencers’ communication—the launch of the new booklet and activity kit “Nelly Jelly and the terrible injustice” won the Password 2021 Award for the most effective low-budget sales promotion marketing campaign.