A toy company with 14 brands had seen flatline sales for 5 years and was looking to explore the best opportunity to leverage digital marketing to generate growth in both online sales and brick and mortar sales. The opportunity to us was if we could grow the top brand then, we would have access to develop strategies for the other 13 brands.
After working with the company to define the Value Proposition of their top brand, determine the ideal audience, and outline the digital strategy to capture them, we set out using a combination of RTB, Facebook Ads, and YouTube Ads to create awareness and capture motivated buyers. Using a combination of special offers and sweepstakes, we drove visitors through successive funnels to increase brand awareness and capture their information for continued marketing via autoresponders.
We drove traffic primarily using RTB for web targeting and retargeting through the separate funnels. We drove social traffic using Facebook targeting through several engagement options. We used Google Analytics to determine audience characteristics and further enhance targeting. YouTube intercepted buyers of competing brands and drove them to our special offers.