MGA Entertainment’s L.O.L. Surprise! is an evergreen doll brand, refreshed with new dolls and playsets throughout the year. In 2024 the newest line was O.M.G. Sweet Nails, a set of fashion dolls and playsets.
Swerve, MGA’s agency of record in Canada, launched the line with a hands-on event for the people its buyers follow. We hosted 20 local creators and media, and their daughters, for an afternoon of real manicures and hairstyling at a kids’ spa.
Results at a glance
For MGA Entertainment’s L.O.L. Surprise! O.M.G. Sweet Nails launch in 2024, Swerve planned and ran a spa-day event for 20 hand-picked creators and media in Canada, which produced 29 Stories and 2,314,880 impressions.
MGA wanted to introduce its newest L.O.L. Surprise! line to girls 6 to 10 and their moms. The brief called for an experience that was interactive and easy to share on Instagram, so the creators those families follow would post about it. We also wanted the budget spent on the experience, not on travel.
Goal 1. Introduce O.M.G. Sweet Nails to girls 6 to 10 and their moms in Canada.
Goal 2. Give creators and media an experience they’d want to share.
Goal 3. Keep costs down by inviting people who lived near the venue.
We started with the product. The O.M.G. Sweet Nails dolls are built around nails and manicures, so we looked for a venue that already matched. Glama Gals Kids Spa and party studio had the decor, the theme and the spa services, so the brand fit was built in.
Next we researched and vetted creators and media whose audiences matched MGA’s buyers, and invited 20 who lived close to the venue. Each guest brought their daughters, friends or family. On the day, professionals did everyone’s nails and hair. We planned the activation, coordinated every vendor and ran the event on site, then sent guests home with swag bags we put together.
One of the dolls is named Candylicious, so we built a branded candy cart around her. It gave guests a treat and a photo spot worth posting.
The event produced the following coverage from the 20 creators and media we hosted:
Social coverage:
Reach: