Cowabunga dude! Unleashing funny, ugly monsters to the world.
Client Background
Welcome to the enchanting world of Toy Monster, where imagination knows no bounds and every playtime becomes an extraordinary adventure! As we unveil the magic behind the brand, prepare to embark on a journey filled with whimsy, innovation, and the boundless joy that only toys can bring. Toy Monster have licences for some of the worlds most well known toy brands including Jurassic World, Fuggler, Water Art, Eezy Peezy and many more.
Challenges
- Limited budget to launch into an extremely crowded US market.
- Developing a creative and content strategy to support the launch of Fuggler.
- Coordinating between online awareness and selling through units in Walmart stores.
- Limited creative assets and UGC to support the campaign strategy.
TheHypeSociety's Approach
TheHypeSociety's Approach
Creative Strategy
Our creative team was able to use the static assets and creative messaging to build a series of social assets for Facebook, Instagram and TikTok that created impactful TOF awareness of the 2 new series of Fugglers (TMNT and Lab Misfits)Key Messages
Weaving a web of humour and charm, Fuggler’s key messages were meticulously crafted by TheHypeSociety to showcase the unique attraction of these funny and ugly toys. Emphasising their quirky personalities, distinctive charm, and undeniable humour, our focus was on delivering clear and concise messaging that highlighted the one-of-a-kind qualities of Fugglers. These messages were seamlessly integrated into diverse campaign elements, ensuring a consistent narrative that resonated with the audience’s sense of uniqueness and playfulness.Audience Development
TheHypeSociety conducted thorough research to identify and understand the target audience. Demographics, interests, and online behaviour were taken into account to create buyer personas. By understanding the audience’s needs, the campaign aimed to provide tailored positioning and content that would resonate with potential customers.Targeting
Harnessing the power of finely crafted buyer audiences and personas, TheHypeSociety strategically deployed targeted campaigns on Facebook, Instagram, and TikTok for Fuggler. Tailoring criteria such as location, demographics, and online behaviour, these campaigns ensured that the ads reached individuals most likely to be enchanted by the mischievously delightful world of Fuggler toys.Optimisation
Continuous optimisation played a pivotal role in the success of the campaign. TheHypeSociety regularly monitored the performance of ads, analysed data, and made strategic adjustments to enhance campaign effectiveness. This involved A/B testing, refining audience targeting, and optimising ad placements to achieve the best results within the set budget.Campaign Results
SOLD OUT
IN 7 DAYS
TMNT (Teenage Mutant Ninja Turtles) series sold out online in less than 7 days
400,000
UNITS SOLD
Over 400,000 total units were sold throughout the 4 month campaign period in Walmart stores, in the USA.
INCREASED AWARENESS
Our social media campaign was the sole investment in awareness for the 2 new collections.
1,500,000 DAILY IMPRESSIONS
THS developed an impressions and reach strategy that was able to get up to 150,000 daily impressions on avg, with peak days of over 1,500,000 in reach over a daily spend of less than $300 AUD.
Conclusion
TheHypeSociety’s strategic approach to creative development, messaging, audience targeting, and ongoing optimisation proved instrumental in this activation’s success. This case study highlights the importance of a comprehensive strategy, content strategy, audience refinement, and data-driven approach in creating successful sell-through, ultimately driving retails sales and brand recognition.
