Children’s Day is a key moment for the toy industry, where brands face the challenge of standing out in an intensely competitive advertising landscape. To overcome this, Phi Phi Toys—Argentina’s leading brand in plush toys, early childhood playthings, and kids’ accessories—once again partnered with Kids Corp as its strategic ally. Their goal wasn’t just to capture kids’ attention, but to strengthen the emotional bond between parents and children through play.
With this vision in mind, a comprehensive strategy was developed for this important occasion. Leveraging its advanced segmentation technologies, Kidscorp uncovered deep insights into children’s interests and parents’ concerns, enabling tailored messaging and the selection of the most effective channels to reach each segment. This approach led to innovative solutions that drove high visibility and outstanding campaign results.
For Kids: The Power of Storytelling
In August 2024, Phi Phi Toys set out to build a genuine emotional connection with children aged 4 to 9. Known for the quality and variety of its products, the company incorporated popular characters such as the Minions, Marvel superheroes, and Gabby’s Dollhouse into its campaign. With this strategy, Phi Phi Toys aimed not only to capture attention but to reinforce its positioning as a category leader in plush toys, early childhood products, and children’s accessories.
Thanks to Kids Corp’s technology, the team obtained valuable insights into this segment’s preferences. These findings helped Phi Phi Toys craft messaging that was engaging and memorable through InStream video formats—delivering a branded experience that resonated with kids.
The campaign achieved a total of 553,543 impressions and an average Video Retention Rate (VTR) of 65.77%. Additionally, the branded memory game (memotest) outperformed expectations, reaching an Engagement Rate (ER) of 10.8%, highlighting the effectiveness of leveraging beloved characters to drive interaction and foster emotional connections with young audiences.
For Parents: Emotionally Resonant Strategies
In parallel, from April to August, Phi Phi Toys ran a dedicated campaign targeting parents of children aged 4 to 9 across Meta and Google Search. Creative assets featured mothers and children interacting with the toys, establishing a strong emotional connection. These visuals not only showcased product features, but also tapped into family values—prompting a sense of identification and motivating engagement with the brand.
Thanks to Kids Corp’s precise audience segmentation and behavioral analysis, the campaign focused on women aged 25 to 44. The results were impressive: over 2,862,682 impressions and 6,789 clicks on Meta, and 266,978 impressions with 6,581 clicks on Google Ads. Instagram emerged as the top-performing platform, driving the majority of interactions and click-throughs.
The emotional connection to the toys—particularly plush ones—and to characters loved by their children was key to the campaign’s success, underscoring the relevance of these products in parental purchase decisions.
“This initiative, developed alongside Kids Corp, enabled us to achieve outstanding results. Their blend of creative, innovative strategies and deep understanding of the kids’ market helped us connect with both children and parents, driving meaningful impact throughout our campaign,” said Hernán Debarbieri, Marketing Manager at Phi Phi Toys.
Conclusions
This case demonstrates the power of creative strategies that forge emotional connections with target audiences. Phi Phi Toys overcame performance challenges across both kids and parents by partnering with Kids Corp and deploying a differentiated strategy in a highly competitive market.
The implementation of key performance metrics and ongoing campaign optimization ensured that every advertising investment delivered maximum impact. Once again, Kids Corp proved to be a strategic partner for brands navigating the complexities of digital marketing—driving real results and emotional resonance with their audiences.
