Kid-Approved, Parent-Purchased: RUKUSfx, Razor, Flipeez & More

Challenge

The toy market is not only highly competitive but also constantly evolving, with new products from a variety of brands seeking to capture the attention of children while appealing to the decision-makers—parents. For brands like Razor, known for its high-energy, action-packed appeal, and Bunch O Balloons , celebrated for its innovative fun, the challenge lay in creating a strategy that connected with two very different audiences. We needed to build a campaign that could engage children, fostering excitement and imagination, while also reassuring parents that these products provided value, quality, and safety.

At the same time, products like Flipeez and AirFort, which feature unique, interactive designs, required positioning that balanced the playful nature kids are drawn to with the practicality and convenience parents appreciate. Our goal was to create a comprehensive, multi-channel strategy that delivered kid-friendly, attention-grabbing content while also addressing the purchasing priorities of parents across various platforms. We needed to ensure this balance would drive brand awareness, engagement, and, ultimately, product sales in a crowded market.

Solution

Diray Media developed a multi-channel marketing approach that strategically combined linear TV, Connected TV (CTV), digital platforms, and targeted ads to maximize engagement with both children and their parents. Our strategy included:

Targeted Programming for Kids and Parents

For Razor Crazy Cart Shuffle and Flipeez, we strategically leveraged linear TV and CTV by focusing on popular kids' networks and high-viewership times to engage young audiences directly. Simultaneously, we implemented CTV campaigns designed to create parental co-viewing opportunities, reaching both children aged 6-11 and their parents in a shared viewing experience.

Digital Amplification

For brands like Bunch O Balloons and AirFort, we utilized platforms such as YouTube, gaming channels, and social media for kid-centric content, while focusing on paid search and retargeting for the parents. This dual approach drove awareness for the children while guiding parents to make purchase decisions, ensuring both groups were targeted effectively.

Compelling Creative Content

Our creative was customized for each brand: from short-form TV commercials (:15s and :30s) for RUKUS to interactive and animated ads on digital channels for AirFort, designed to be both engaging for kids and informative for parents. We highlighted key product features, like the innovative design of Bunch O Balloons and the interactive fun of Razor Crazy Cart Shuffle, that resonated with both groups.

Seasonal and Event-Based Marketing

We capitalized on high-traffic periods like the holiday season, Black Friday, and Cyber Monday, ensuring our campaigns for brands like Flipeez and RUKUS were active when toy shopping was at its peak.

Results

Our kid-targeted campaigns delivered impressive results across multiple products, demonstrating the effectiveness of combining kid and parent-focused strategies:

Razor

In the first four weeks of launch, we achieved a +59%, increase in revenue and delivered 74 million, impressions through a targeted media mix that included linear TV, YouTube, and CTV, focusing on parental co-viewing opportunities.

RUKUSfx

Over a 3-month period, the multi-channel campaign drove a significant increase in clicks leading up to the holiday season, achieving a 5x growth in impressions and maintaining an efficient CPM of less than $5.

Bunch O Balloons

This campaign surpassed all KPIs within three months, generating over 12 million video views and a 1.5x higher conversion rate compared to the toy category average.

Flipeez

We saw a +30% increase in brand visibility with a focus on linear TV targeting and digital integration, leading to 12.5 million impressions at an extremely efficient CPM of $1.24 over a 6-month period.

AirFort

With an adaptable approach to keep the creative fresh and promote flash deals and promos, the integrated strategy led to a 352% increase in website visits in Q4 YoY, a 71% increase in transactions, and a 30% increase in revenue YoY.

Conclusion

Diray Media’s comprehensive approach to toy advertising for brands like Razor Crazy Cart Shuffle, RUKUS, Bunch O Balloons, Flipeez, and AirFort successfully combined the fun, eye-catching elements that resonate with kids and the targeted messaging that speaks to parents' buying intentions. By strategically placing ads across linear TV, digital, and social channels, we drove high engagement, increased brand awareness, and ultimately boosted sales across all our featured toy brands.