Bing is cementing himself as a bedtime fixture for pre-schoolers with the launch of new storybook Goodnight Bing.
To celebrate the release, Acamar Films and HarperCollins teamed up with celebrity parent and television presenter JB Bill for a series of bedtime videos.
Bing bedtime stories with JB Gill premiered on Facebook and is now available across the Bing YouTube and Instagram channels. JB reads four Bing stories including Smoothie and Ducks from Bing’s Bedtime Stories compilation, plus the stand-alone title Hello Doggy!
This activity forms part of a wider Bath and Bedtime-theme campaign – a component of the overarching Big Stories, Little Moments campaign – for Bing that has been running since the beginning of October, supported by a press partnership with Mother & Baby. The Bing-themed print and online advertorial runs until the end of November and suggests helpful tips along with product solutions for bedtime.
Other activity includes a social campaign with 10 top parenting influencers, reaching 460,000 combined followers. Survival kits were sent out to coincide with the clocks going back on 26 October, packed full of Bing goodies – pyjamas, books, blankets and slipper socks – to help settle their little ones down for the night. Partnerships with Spacemasks, Teapigs and This Works also provided treats for the grown-ups to ensure they also get the best possible night’s sleep.
In addition, there were competitions and conversations across Bing social media around the ups and downs of getting bedtime ready. New video content was also produced for the global Bing YouTube channel for little ones to listen to during story time.