Fisher-Price is one of the world’s leading toy companies, defining the category in infant and preschool toys and playing an important role in childhood for almost a century, creating everything from “bump to bus.”
As the #1 infant and preschool company in the world, with top brands including Laugh & Learn®, Little People®, Thomas & FriendsTM, Power Wheels®, and Imaginext®, they are the only kid brand committed to all the years between 0 and 5. From little moments to big milestones they’re dedicated to helping families throughout every age & stage. Swerve has worked with Fisher-Price leading PR, influencer marketing and digital marketing in Canada for many years.
Client: Fisher-Price
Industry: Baby, Toy & Family Products
Agency Role: Social Media Strategy + Digital Marketing + Content Creation + Digital Ads
Location: Canada
The Challenge
In the crowded preschool toy category, capturing parents’ attention during peak seasonal moments like Easter is increasingly difficult. With many brands vying for limited consumer mindshare, the challenge was to cut through the digital noise and position our toy line as the must-have Easter gift—not just another product on the shelf. The campaign needed to spark seasonal excitement, drive online discovery, and convert browsers into buyers—all while reinforcing brand trust with parents and sparking joy for kids.
Our Goals
To capitalize on the seasonal buying window leading up to Easter, the campaign aimed to:
Goal 1. Drive High-Volume, Cost-Efficient Traffic to Retailer Channels: Generate significant website traffic from parents and gift-givers actively shopping for Easter presents, with a focus on achieving below-benchmark cost-per-click (CPC) and cost-per-impression (CPM) metrics.
Goal 2. Increase Reach and Brand Visibility Across Digital Channels: Maximize reach and impressions among target audiences—especially parents of toddlers and preschoolers—through a combination of high-performing ad formats and optimized creative, surpassing standard engagement and reach benchmarks.
Goal 3. Boost Consumer Engagement and Intent to Purchase: Deliver engaging, seasonally relevant content that resonates emotionally with parents, encouraging interaction, click-throughs, and ultimately driving conversion with strong click-through rates (CTR) and action rates.
Goal 4. Test and Optimize Ad Formats for Future Seasonal Campaigns: Identify top-performing creative formats and messaging approaches—such as carousels, videos, and performance-based copy—to inform future digital strategies for preschool and seasonal campaigns.
Swerve was tasked to strategically leverage influencer content through paid amplification to expand reach and awareness, and use audience targeted social ads to direct traffic to the Fisher-Price website.
Swerve generated the following results for the Fisher-Price Easter campaign over a 3-week period:
Lead Gen Performance:
KPI Forecast & Results:
Ad Performance:
Traffic Campaign:
