Connecting emotions: the success of Phi Phi Toys with Kids Corp on Children’s Day

Children's Day is a key date for the toy industry, where brands face the challenge of standing out in an environment of intense advertising competition. To overcome this challenge, Phi Phi Toys, a leader in stuffed animals, early childhood toys, and kids’ leather goods in Argentina, once again trusted Kids Corp as a strategic partner. Their goal was not only to make an impact on their young audience but also to strengthen the emotional connection between parents and kids through their toys.

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With this vision, a comprehensive strategy was crafted for this important event. Kids Corp leveraged its segmentation technology to deeply understand the interests of kids and the concerns of parents, allowing them to tailor messages and select the most effective channels to connect with each segment. Based on this analysis, innovative solutions were implemented, ensuring prominent visibility and outstanding results in the campaign.

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For kids: the power of storytelling

In August 2024, Phi Phi Toys set out to establish an authentic emotional connection with kids aged 4 to 9. To achieve this, the company—known for the quality of its products and the variety of its offerings—incorporated popular characters among its audience, such as the Minions, Marvel superheroes, and Gabby’s Dollhouse, in its campaign. Through this strategy, Phi Phi Toys aimed not only to capture the attention of its audience but also to reinforce its perception as a leader in stuffed animals, early childhood toys, and kids’ leather goods.

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Using Kids Corp’s technology, valuable insights into the interests and preferences of this segment were obtained. This enabled Phi Phi Toys to adapt its message and present it in an engaging and memorable way through InStream videos, creating a brand experience that captivated kids.

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As a result of this strategy, Phi Phi Toys achieved a total of 553,543 impressions and an average video retention rate (VTR) of 65.77%. Furthermore, the memory game exceeded the proposed objectives, with an engagement rate (ER) of 10.8%, highlighting the effectiveness of using well-known characters to generate interaction and strengthen the emotional bond with its young audience.

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For parents: an emotionally engaging strategy

Simultaneously, from April to August, a campaign targeted at parents of kids aged 4 to 9 was active on Meta and Google Search. Creative assets depicting mothers and kids interacting with the products helped establish a fundamental emotional connection. These pieces not only highlighted the features of the toys but also appealed to family sentiment, allowing the target audience to identify with the brand and be motivated to interact with it.

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Thanks to audience segmentation and behavioral analysis conducted by Kids Corp, focusing on women aged 25 to 44, the campaign achieved over 2,862,682 impressions and 6,789 clicks on Meta, while on Google Ads, it reached 266,978 impressions and 6,581 clicks. Instagram emerged as the preferred platform, being the primary source of interaction and clicks.

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The emotional connection with the toys (especially the stuffed animals) and their kids’ favorite characters was crucial for the project’s success, highlighting the relevance of these products in purchase decisions.

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"This initiative with Kids Corp allowed us to achieve extraordinary results. The combination of creative and innovative strategies and their deep understanding of the kids’ market helped us connect with both kids and their parents, making a significant impact on our campaign,” said Hernán Debarbieri, Marketing Manager of Phi Phi Toys.

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Conclusions

The success of this initiative demonstrates the importance of implementing creative tactics that establish emotional connections with the target audience. Phi Phi Toys overcame performance challenges across both audiences thanks to its partnership with Kids Corp and a differential strategy in a competitive market.

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The implementation of key performance metrics and constant campaign optimization ensured that each advertising investment performed at its best. In this way, Kids Corp solidifies itself as a strategic ally that helps brands navigate the challenges of digital marketing and achieve real impact with their audiences.

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