Integrated Multi-Platform Campaign
Saige Launch Banner Ads
American Girl wanted to build interest in the 2013 Girl of the Year leading up to her unveiling on January 1st while still keeping her identity a secret. Launched five days prior to the new year, an integrated multi-platform campaign teased her arrival. Banner ads linked the 2013 mystery girl to Girls of the Year from the past and click through linked to her microsite.

Saige Launch Microsite
Established the 2013 Girl of the Year as a soon-to-be member of the Girl of the Year “club”.

Saige Launch Microsite Saige Tracker
Inspired by the famous satellite “Santa Tracker”, girls were able to input their zip code and watch the 2013 Girl of the Year work her way to the American Girl location closest to them.

Saige Launch Times Square Billboards Countdown Finale
On New Year’s Eve multiple billboards in Times Square teased the 2013 Girl of the Year’s arrival and then counted down the final seconds before her reveal. On the 1st, girls everywhere finally got to meet her.

Saige Launch Countdown Television Tag

"Shine On Now" Digital Content Video
Tasked with launching the new My AG line, there was also an interest in tapping into girls’ innate
desire to be their best, an important aspect of the brand. This digital piece linked to a charitable effort designed to introduce girls to InnerstarU, a unique online world their dolls inhabited. In just 2 weeks, it garnered over a million hits, thereby earning over $1 million for four charities girls chose between. Shine On Now allowed girls to make a difference and continues to do so.

"Watch Us Shine" My AG Launch Television

"My AG...So Much Like Me" Television

"Why I Like Caroline" Digital Content Video
American Girl was launching their newest historical doll and wanted girls to see how her life, set during the War of 1812, was still relatable and relevant to girls today. An online video accomplished this by allowing girls, in their own words, to express their love of, and connection to, Caroline and her story.