The toy industry fights for attention
Challenge
Toys sell best through successful content that opens worlds of fantasy and play for children.
Even in the increasingly varied and fragmented digital media landscape for the younger generation, free TV series on children's channels play an important role in achieving reach and relevance for toy brands.
But when Spin Master's action toy "Bakugan" was launched in the market in 2019, the toy manufacturer could not rely on any reach-boosting support from TV series. Furthermore, competitors have optimally positioned themselves and their rival products: With double the advertising budget and broadcasts in kids TV shows.
How can Spin Master manage to succeed in such a competitive market end to excite their target group about their new toy series?
Activating marketing for the "Bakuversum"
Solution
Together with Spin Master, we managed to combine three success factors of media and content into an effective digital first involvement strategy:
Maximum reach: Fueled by a sophisticated content base, we integrated a dedicated content hub for the Bakugan universe on a major German digital platform for kids, toggo.de, including a microsite.
Maximum involvement: We reached, involved and activated the young target groups via various mini-games and captivating videos.
Additional traffic push: A 360° cross-media campaign with involving ads and game teasers around the "Bakuversum" gave the new toy series an additional attention booster.
Key Facts
"With a courageous and impactful digital first involvement strategy, Spin Master successfully launched a new toy universe and achieved sustainable sales and market share growth – even without a supporting TV series and against a dominant competition."
Consulting and campaign strategy
Mediaplus
