TOMY made its Christmas media campaigns shoppable with Swaven

Posted in: Case Study, Entertainment, Omnichannel, POP In Video, POP On Site, Social media by Johanna Toiviainen | Comments to this post

For this Christmas, TOMY made it easy for Santa’s helpers to add its products in the gift basket. The company equipped 11 video campaigns and a landing page for 4 brands with Swaven’s Where To Buy solution to allow parents to pass from visioning to purchase of the products in one click.

Filling the Christmas stocking

Christmas is a strategic sales period for the toy industry. According to the national toy association, every child in France receives 1 to 8 gifts from parents, grandparents and other family members or friends. This places France as the second most important European market for toys after the UK, where 34 % of annual spending on toys is done at Christmas.

Online plays an increasing role in the Christmas toy shopping, especially in the UK with 38% of toy purchases made online. In France, online represented 17 % of the toy purchases in 2016 and the figures are growing. 82 % of parents with children between 3 and 11 years old have already bought toys online.

Nearly two-thirds (61%) of Christmas toys are chosen by the giver, rather than included on Christmas lists. Marketing campaigns play a significant role as people are looking for the ideal gift ideas. But showing the perfect products at the right places is not enough. In order to convert, brands need to help consumers to easily and quickly find where to purchase them. Otherwise, they risk losing their audiences to a competitor. TOMY has realised the importance of offering a seamless purchase path from all customer contact points.

From videos directly to shopping pages

TOMY is a leading global designer, producer and marketer of a broad range of innovative, high-quality toys including Lamaze, TOMY Toomies, Pokémon, Sonic, Aquadoodle, Britains, Johnny Tractor, TOMY Games, Lightseekers, Molang and Kazoops. In addition to its large and interesting product offer, the company decided this year to further improve its customer service by making its media campaigns shoppable.

In 11 video campaigns of TOMY, a buy button (acheter) appears. With a click on it, the Swaven solution displays a list of retailers selling the product in the nearby based on the user’s geographic location. The user stays in the branded environment thanks to Swaven’s in-video technology that allows a seamless viewing experience. With another click, the shopper can choose an online shop or be shown the itinerary to the closest physical store to finalise purchase.

Thanks to Swaven, TOMY accelerates the purchase path, improves user experience and drives qualified traffic to its retailers to boost sales. What’s more, the brand gets detailed data on all the shoppers’ choices in order to analyse product and campaign results channel by channel.

Watch a video example here.

Activating social media audiences

TOMY also uses a dedicated landing page to convert its audiences from different contact points.

The landing pages powered by Swaven are true digital “pop-up stores”. The user can browse several products presented in a carousel format, and see for the selected items the resellers with available product based on his/her geographic location to buy them directly.

One of the advantages of Swaven’s Where To Buy Landing page solution is that you can easily add the link of the page in any communication support. It is especially useful for all social media activities, for your posts, ads, chat etc. It makes it easy to activate audiences on the brand’s social networks, Facebook ads and e-mails, to track where the traffic is coming from and user preferences in terms of products, retailers etc.

In addition, the solution allows brands to steer its audiences to a controlled branded environment where the brand can present its predetermined selection of products. The users won’t get lost in research and they get easily directed towards the purchase options. The brand also has the control of all the collected data on interactions.

 

Contact us for more details on the solutions used by TOMY and to learn about results of our Where To Buy solutions in your sector.

Let us help you boost the performance of your marketing campaigns for your next key sales seasons as well as your year-round activities!

 

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