Roundel™ Solutions Case Study

Toy brand drove omnichannel toy sales during off-season.

By testing and optimizing ad creative and tactics, this digital birthday campaign enabled a sweet sales boost outside of the typical holiday season.

Objective

Help families create gift-giving moments outside of the holidays.

A leading toy brand’s Shopper Insights team surveyed families during the COVID-19 pandemic and discovered that parents were willing to spend more on birthday gifts since other expenditures decreased. From this insight, the toy brand sought to create a campaign to achieve its key objectives:

  • Drive sales of toys outside of the holiday shopping season

  • Test ad creative and messaging to see which performed best

  • Learn valuable lessons for future media

Campaign Approach

Meet gift-givers
where they’re shopping now: online.

Birthdays looked different last year, but families still wanted children to feel the love on their special day. To reach guests across digital platforms at scale, the toy company invested in a national media campaign with a Roundel™ approach that included search, display, and Pinterest ads.

Birthday toys search campaign

Duration: July 12, 2020–October 3, 2020

20 million purchasers:

  • Guests with kids ages 0-10 in the household
  • Previous toy or birthday category purchasers since 2019

Each ad drove guests to this brand page, which featured popular toys from iconic toy brands for a variety of age groups.

Guests spent an average 1:22 minutes on the brand page,

which indicates guests explored the assortment of toys on this page.

*This is a representation of the landing page, not the actual images and webpage used for the campaign.

Creative Brief

Find the most effective birthday message.

Using cheeky messaging and birthday-themed imagery, Roundel™ tested seven different versions of creative, featuring the toy brand’s products for a variety of age groups.

$26 ROAS

for top-performing creative versions 4 and 5

The “New at Target” tag on creative version 4 gave it a slight edge over the other versions, indicating that guests may want to buy the newest toys as gifts.

Version 4

Version 5

*This is a representation of the ads, not the actual images and creative used for the campaign.

Results

Creative approach led to a sales boost worth celebrating.

Over the 84-day campaign, the toy brand saw its sales skyrocket. By leveraging first-party transactional and behavioral data from Roundel™, the brand increased budget allocations based on which creative and platforms performed best.

66M total

impressions

from 7M guests reached

>10x

in media-influenced

sales for every dollar

$19 ROAS

for overall campaign

Campaign Results by Tactic:

Tactics
Google Search Ads
Pinterest Ads
Display Ads*
Total Average ROAS
$21
$15
$12
  • Display ads on the Target app outperformed desktop placements on Target.com.
  • Pinterest outperformed ROAS by 70x ($27 ROAS) when targeting relevant broad keywords to gift-giving audiences.
*Overall Target placements though Roundel managed service

Conclusion

Connect with relevant shoppers to drive sales during your brand’s off-season.

By using media solutions from Roundel™, the leading toy brand generated significant scale and reach among its ideal audiences.

Reach.

Ensure your brand’s products are introduced to relevant audiences where they search and shop online before your competitors.

Optimize.

Leverage Roundel as a one-stop shop for testing and learning across multiple platforms for insights that fuel future optimizations.

Measure.

Prove ROAS by tying ad performance to actual in-store and online sales with Roundel’s closed-loop measurement.

Let’s change media for good.