Hasbro picked up a total of five awards at the annual Influencer Marketing Awards, now in its 4th year.

The company took home the Gold Award for both the Best Multi-Channel Campaign category and the Best Family and Parenting Campaign category for Nerf’s Upload campaign, which sought to establish Nerf as a lifestyle brand in the UK.

Hasbro also won Silver Awards for three of its campaigns across Nerf and Play-Doh, securing Silver in Best Use of Data and Most Creative Influencer Marketing Campaign for Nerf Upload, plus Silver in the Best Multi-Channel Campaign category for its Play-Doh Home Protection Service campaign.

Nerf Upload was created to help Nerf achieve its 2021 growth targets and to maintain relevancy by positioning Nerf as a lifestyle brand embraced by children and parents alike. The campaign positioned Nerf as a tool of creativity; teaching kids the basics of content creation, whilst demonstrating to parents the real skill that goes into it, via a series of YouTube masterclasses.

Play-Doh Home Protection Service addressed the Play-Doh ‘messy play’ pain point of parents to drive consideration and household penetration.