Diary of a Wimpy Kid x 'Hot Mess' Book Launch
Festive influencer campaign to promote the latest Wimpy Kid title Hot Mess, build awareness of Wimpy Kid merchandise, and position the franchise as a go-to Christmas gifting option for UK and US families.
Showcasing the book launch to resonate with multi-demo audiences, driving excitement and interest in the Wimpy Kid brand and merchandise.
Total Views: 103,000
Total Potential Reach: 423,343
Total Interactions: 4,205
ER by Reach: 6.4%
Ave Views per Follower: 26.78%
Diary of a Wimpy Kid x 'Hot Mess' Book Launch
The Wyld Bunch partnered with the Wimpy Kid team to launch a micro-influencer campaign centred around Hot Mess, the newest book in the Diary of a Wimpy Kid series. Timed for the Christmas season, the goal was to position the brand as a leading gifting option for both new fans and nostalgic readers.
Each influencer received a gift box filled with books and Wimpy Kid-themed merchandise like branded tees, games, and limited-edition items.
The brief encouraged creators to:
Highlight the fun, giftable nature of the Wimpy Kid universe
Drive traffic to the official Wimpy Kid Linktree for retailer options
Include personal anecdotes about the books’ legacy and appeal
The creators, selected for their family, parenting, or education-focused content, shared Reels and story posts showing gift unboxings, reading moments, and creative placements of the Wimpy Kid items.
The briefing process and gift presentation helped creators align closely with campaign goals while maintaining their unique tone. This resulted in content that was both authentic and brand-consistent.
The campaign proved the strength of Wimpy Kid’s brand nostalgia when combined with creative content formats and holiday season timing. With strong metrics and standout visibility, it laid the foundation for an expanded influencer programme in future seasons.
Total Views: 103,000
Total Potential Reach: 423,343
Total Interactions: 4,205
ER by Reach: 6.4%
Average Views per Follower: 26.78%
The thinking, strategy, and results behind our campaigns.
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Diary of a Wimpy Kid
Festive influencer campaign to promote the latest Wimpy Kid title Hot Mess
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