Golden Bear Toys x In the Night Garden 'Goodnight Igglepiggle'
Micro-influencer campaign to promote Golden Bear’s “Goodnight Igglepiggle” plush, highlighting its role in bedtime routines and driving awareness during the transition to longer autumn nights.
showcasing bedtime rituals with preschoolers and integrating Golden Bear product into these routines.
Impressions (views): 98,709
Reach: 654,300
Engagements: 10,084
Ave. ER by Reach: 25.15%
Influencers Activated: 23
Golden Bear Toys x In the Night Garden 'Goodnight Igglepiggle'
Golden Bear partnered with The Wyld Bunch to deliver a standout seasonal campaign for the “Goodnight Igglepiggle” plush toy. Tapping into the emotional space of bedtime with preschoolers, the campaign focused on how this gentle, light-up, music-playing plush supports comforting evening routines.
Timed for late October, the campaign ran as clocks went back and evenings got darker making the product even more relevant as a tool to ease transitions at bedtime.
23 micro-influencers across the UK received the toy and were briefed to create Reels that:
- Show the plush integrated into their child’s bedtime
- Emphasise soothing lights, gentle music, and cuddly texture
- Reflect the shift to darker nights and the importance of calm routines
Every creator tailored content to their voice, incorporating personal anecdotes, parenting tips, and authentic use of the toy. Posts were shared between 14 October and 3 November, with parents tagging Golden Bear and positioning the plush as a staple part of their evening schedule.
“Goodnight Igglepiggle” was firmly positioned as a go-to product in the bedtime category, with strong visibility across Instagram and TikTok.
The campaign’s performance demonstrates how authentic, well-timed content can outperform paid reach, especially when the message fits naturally into daily life.
Impressions (views): 98,709
Reach: 654,300
Engagements: 10,084
Ave. ER by Reach: 25.15%
Influencers Activated: 23
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