Fireman Sam gets social media revamp


Global children's brand Fireman Sam is being given a reinvigorated social identity to create a new look and feel on Facebook across nine different territories, and has since doubled engagement with fans.


Social Life has partnered with HIT Entertainment, a subsidiary of toy giant Mattel Inc, to give Fireman Sam a reinvigorated social identity, encouraging interactivity between parents, children and the iconic character online.

The social media agency has created a dynamic new look and feel across all of the brand’s local Facebook pages, highlighting Fireman Sam’s position as a safety ambassador and producing content that reflects values at the heart of the show.

Rich multi-media content including GIFs, creative games and art challenges features messages around safety, rescue, heroism, teamwork and community.

Social Life is managing Fireman Sam’s Facebook pages across nine territories - the UK, US, Australia, New Zealand, France, Italy, Germany, Spain and Poland, and has since doubled engagement with fans.


“Fireman Sam continues to grow stronger each year. We want to support the brand with a unique and engaging social strategy across the world,” said Deborah Walker, Assistant Brand Manager for Fireman Sam at Mattel. “Social Life is bringing a new energy to Fireman Sam with a series of truly creative social assets that show an understanding of the brand and its universal appeal. Sam’s fans are very active, and our emphasis on engaging content means his new social presence is being incredibly well received.”

Fireman Sam has been running for 29 years, with the show’s look and feel modernised over time. Show spin-offs include toys, a magazine, DVDs and events.

“Fireman Sam has a big social audience - almost 225,000 fans on Facebook alone,” said Alistair Parrington, co-founder of Social Life. “The games allow families to play together while learning life lessons. Being locally relevant in each market is also crucial to encourage engagement with the brand.”


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