With a proven track record in the toy category, Harlin Ruben, Director of Digital Media, was optimistic about a digital advertising campaign for Bubble Ball. When Diray served up a comprehensive search campaign and banner ads to a targeted audience, the retailer experienced an immediate impact.
From the onset of the campaign, Diray doubled the point-of-sale at Walmart, which led to the creation of a second SKU, a two-pack. Bubble Ball closed 2016 as one of Walmart’s fastest-selling toys of the year and was soon licensed to international toy manufacturer Zuru, which has expanded its availability to Toys “R” Us, Amazon and additional retailers.
To date, Diray has successfully handled television and digital media in the U.S. and digital media overseas, as well as pitching Bubble Ball via search, banner and video display ads online. They have also successfully utilized programmatic television, which targets buyers at the hyperlocal level based on online and offline data sets.
Today, Bubble Ball is fast becoming an evergreen product, and retailers are lining up to commit.