Launching The Toy Store UK online to develop brand recognition, a dedicated social media following and general awareness of their new Oxford Street store.
The Toy Store is a middle-eastern-based toy retailer, with stores in UAE, Oman, Qatar and Bahrain. In September 2015, The Toy Store opened its first UK store in West One shopping centre at Bond Street Tube station, London. The store stocks world-famous toy brands including Disney, Marvel, Lego, Barbie, TY and Sylvanian Families. We were enlisted to help develop a social media and online presence in line with their store launch.
The Toy Store opened their flagship store on London’s Oxford Street and wanted to create a buzz around the initial launch; maintaining momentum and building awareness thereafter. We were tasked with creating an interactive and engaging social media presence, which would appeal to all age groups. The Toy Store wished to promote the business online to encourage footfall into the store, particularly in the run up to the Christmas period.
Originality and Creativity
We launched The Toy Store UK’s social media presence on Facebook, Twitter, Instagram and G+. We provided community management and content generation for these channels. The key objectives were follower growth, brand awareness and increased footfall in-store.
The Toy Store is a colourful, fun and happy place that instantly puts a smile on your face when you walk in the door. We wanted to maximise The Toy Store brand across social media by creating interactive competitions and animated gifs which would both engage and entertain the follower base. For example, entrants to our Halloween competition were asked to take a screenshot of the Monster High skull in the outline, and tweet us their entry for the chance to win.
In addition, we identified an opportunity to target parenting bloggers to let them (and their followers) know that The Toy Store is in town. High calibre influencers and their children were invited to an exclusive tour with the Store Manager, who was on hand to provide them with an entertaining experience. They were gifted with product of their choice from the store and were invited to talk about the experience on their blogs and social media channels. This was a very well-received strand of online activity.
Strategy and Implementation
We worked alongside The Toy Store UK team to create strategies and content which would achieve our goal of growing the follower base, building brand awareness and encouraging footfall on Oxford Street. We initially outlined the key target audience and brand tone of voice, and from there we introduced a number of content strands.
We consistently generated new and creative ways to maximise The Toy Store social media channels. In addition to the bloggers, we also promoted the official opening event and prominent character visits e.g. WWE’s Sheamus. We also managed strategic social media advertising on Twitter and Facebook to reach a targeted audience in the London area.
Results and Evaluation
- Successful growth of The Toy Store community online:
- Achieved a Facebook following of almost 13,000
- Achieved a Twitter following of almost 4,000
- Achieved over 50,000 G+ views in a 4-month period
- Integration of new features, creative visuals and social media updates to reach new audiences e.g. animated gifs and video
- Completed 7 key influencer visits to the store
- Achieved a reach of over 470,000 through paid activity on Facebook