CASE STUDY: Little Tikes Town tour

Provided by Multiply
A play area filled with a whole range of Little Tikes toys for children and parents to play with

What was the Challenge / Background of the Campaign?

Little Tikes make big products - & they cost a fair bit. How can we reinforce our value for money message when there is limited opportunity to see/feel the product and communicate our key features? They have strong awareness & are known for making good quality products that are built to last. However, they're less known for the full breadth of their range e.g. wooden swingsets & playsystems, trikes etc. Main aims: Trial & test Little tikes products Increase awareness of broader product range Promote the newly designed website & free delivery

What was the Campaign Objective?

1. Demonstrate the value of Little Tikes and increase brand/product consideration 2. Drive sales (facilitated through retailers/our website) 3. Increase brand & product awareness amongst core target, demonstrating the breadth of the range 4. Drive brand engagement - provide a positive brand experience that enhances our brand values

What was the Solution?

Visiting 3 family day out events in the months of July & August with our Little Tikes town. The set included a full range of Tikes toys that demonstrated the variety of products available, including a Cozy Coupe race track. The play area was strictly 'Stay and Play', parents could not leave their children on their own. Staff had iPads whcih were available to encourage people interested in the toys to purchase them online using our 15% offer or to browse the online catalogue. The area was controlled by putting different coloured high vis vests on children participating.

What were the Results?

9500 children entered the Little Tikes town and participated 6255 15% off vouchers were distributed 546 sign ups to Little Tikes Total OTS: 704,400 18 Sales

What were the Key Learnings of this Campaign?

Small supply of catalogues for those who ask to take one home Better sheltered set 2 big vans so we can keep more toys assembled 1 extra brand ambassador to help during busiest periods or to focus on distribution of vouchers & data acquisition (if this is identified as a key objective) Bigger site where possible A very successful campaign in raising awareness of Little Tikes and cementing it in the minds of families and children as a fun, dynamic and engaging brand.

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kTotal OTS: 704,400
0 - 9
16 - 24
25 - 34
35 - 44
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London, North, South27 Jul 13 - 10 Aug 13BRAND STATUREEXPERIENTIAL
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