Submitted by Joybyte

Wham-O Creator-Led Content Program

Joybyte built a creator-led content program for Wham-O that reintroduced Frisbee, Slip 'N Slide and Hula Hoop to social-first audiences and reports 2,116% follower growth.

104assets
59creators
2,116follower growth
445impressions

Case in 60 seconds

Wham-O's products carried decades of recognition, so the difficulty was not awareness but relevance, because a new generation of social-first audiences encounters brands through creator feeds rather than through the channels that built those toys.

The campaign appears to turn on the reading that nostalgia alone does not transfer to audiences who never held the original product, because recognition has to be earned again through people those audiences already watch playing with the toys.

Reintroduce iconic toy brands through creator-led storytelling built on authentic moments of play rather than on nostalgia, generating evergreen content that raises awareness while accumulating a reusable library of social-first assets.

Joybyte recruited creators across family, outdoor, fitness and trick-shot communities whose lifestyles aligned with the products, giving them creative freedom to show play, family activities, outdoor adventures and skill-based content, with licensing that allowed reuse across organic social, paid media and ecommerce.

Joybyte reports 59 creators, 445 k impressions, 104 assets and 2,116 % follower growth, and describes a content engine that refreshed the social presence and produced reusable creative supporting the brand beyond the initial campaign.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A new generation of social-first audiences, reached through family, outdoor, fitness and trick-shot creator communities.
Products with decades of cultural recognition risk reading as artefacts to audiences who did not grow up with them, so Joybyte treated relevance rather than awareness as the thing to be won back.
Classic toys have no news to announce, which leaves little for traditional advertising to say, so the page describes a shift from advertising to creator-led content as the way to sustain interest.
Wham-O supplied recognisable products and stepped back from the storytelling, with creators given the freedom to place Frisbee, Slip 'N Slide and Hula Hoop into their own play rather than into brand-written scripts.
Based on the available evidence, the work assumes that play is watched before it is bought, so showing skill and family activity in a creator's own setting does more than describing the product would.

Creative & Execution System

Partners

  • Joybyte (lead_agency)

Creator role

  • 59 creators
  • creators across family, outdoor, fitness and trick-shot communities

Results & Evidence

MetricValueResult type
assets104 Assetsperformance
creators59 Creatorscreators_count
follower growth2,116 % Follower Growthperformance
impressions445 k Impressionsimpressions

Why Joybyte's strategy worked

  1. 1

    Casting creators whose existing lifestyles already contain the product removes the work of making a demonstration look natural, which is why authentic demonstration was preferred here over scripted promotion.

  2. 2

    Licensing creator output at the point of recruitment turns a campaign into an asset library, because the same 104 assets can then carry organic social, paid media and ecommerce rather than being spent once.

  3. 3

    A legacy brand appears to gain more from spreading activation across several unrelated communities, family, outdoor, fitness and trick-shot, than from a single audience, because each community supplies a different reason to pick the product up.

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