Bluey’s clever marketing collab

Bluey, the loveable cartoon heeler, has stolen the hearts of both adults and children all around the world.

And if you've ever seen an episode, you'll know you need to have tissues on hand. Because Bluey dives deeper than most children's shows. It teaches important life lessons and touches on complex emotions that resonate with children and parents alike.

Bluey also happens to be a marketing genius.

A recent Bluey episode was centered around moving house. It explored the emotional difficulty families experience during a big change like this.

Bluey's house is a staple part of Bluey episodes and is recognisable to all those who watch the show. So when people saw an actual listing of The Heeler House with Australian realtors, Domain, it raised many questions. Questions that could only be answered by watching the episode special called "The Sign."

A clever collaboration, and a successful one at that.

So, why did this campaign work so well?

• The creators recognised the importance of parents as a target audience. Even though children are the primary TA, parents hold a lot of power when it comes to what children watch on TV. By choosing a platform that's used by many parents, they got the attention of this secondary audience.

• Real estate agents were in on it. The Domain website wasn't the only touchpoint. Brisbane's top real estate agents starred in a mockumentary-style video where they find out they lost the listing for the Bluey house.

• Domain crafted a unique content marketing play that cleverly showcased both brands. Director of marketing strategy and insights Heather McGovern told the ABC, “The decision to collaborate was an easy one. Bluey is an iconic and much-loved show, and we recognise the special place that Bluey has in people’s hearts and we feel really honoured to have been approached."

This co-ordinated approach ensured that the two brands created maximum buzz around the campaign. Tapping into the significance of both the Heeler house and Australia’s obsession with property was a genius move.

Not surprisingly, the Domain listing got over 700,000 views over 120,000 enquiries.

The collaboration is a brilliant showcase of ingenuity. And it just goes to show how invaluable creative content marketing is.

- Annelise, Intern & Sophie, Pop Culture Queen