Fisher Price

About Fisher-Price

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.

The Challenges

An Easter-focused social media marketing campaign to drive awareness for Fisher-Price and some of its “basket-ready” toy recommendations among the brand’s target demographic of parents and gift-givers.

Category: Social Media Strategy + Digital Marketing + Content Creation + Digital Ads

The Program

Swerve was tasked to strategically leveraging influencer content through paid amplification to expand reach and awareness, and use audience targeted social ads to direct traffic to the Fisher-Price website.

Target

Fisher-Price key buying demographic across targeted social platforms

Objectives

  • Paid social campaign-leverage social carousel ads and influencer content to increase reach and awareness and drive traffic to Fisher-Price website
  • Focus on Meta: Facebook and Instagram
  • Swerve to utilize proprietary softwares and methodology to find audiences beyond Meta to optimize spend

The Results

Swerve generated the following results for the Fisher-Price Easter campaign over a 3-week period
Lead Gen Performance:
  • 31,005 link clicks
  • 1.20% unique CTR
  • 4.59% engagement rate

KPI Forecast & Results

Reach Campaign:
  • Surpassed forecasted reach by 231%
  • Surpassed forecasted impressions by 222%
  • Reduced CPM by 61%
  • Increased CTR by 206%
  • Reduced CPC by 64%

Ad Performance
  • 2,857,978 reach
  • 38,957 clicks
  • $0.54 CPC
  • $2.23 CPM (Cost per 1,000 impressions)
  • 9,414,959 impressions
  • 13.77% action rate

Traffic Campaign
  • Surpassed forecasted reach by 181%
  • Surpassed forecasted impressions by 101%
  • Reduced CPM by 64%
  • Increased link ckicks by 128%
  • Increased CTR by 305%
  • Reduced CPC by 66%

Insights

  • Performance-based ad copies did better than the headlines provided. (27,300 Vs. 39 Link Clicks)
  • Carousel ads performed better and generated ~19,300 link clicks at an avg CPR of $0.57 followed by Video ads (carousel) which got ~8,000 link clicks at an avg CPR of $0.60, helping to elevate any ad fatigue during the campaign
  • The campaign exhibited improved performance starting from April 1st. The initial days of the campaign helped it to transition out of the learning phase, which contributed to its enhanced performance

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