We developed the Discover Imagination campaign for tonies as an evergreen strategy that can also flex for specific holiday marketing. We tapped into that immersive sense of magic where stories and worlds feel larger than life and the child becomes the main character. The campaign not only showcases the product but, more importantly, highlights its impact on a child's imagination and spirit.
Our strategy was to visually and emotionally immerse viewers into the vibrant, fantastical worlds that children craft in their mind's eye with the help of the Toniebox. The campaign successfully positioned Toniebox as more than a product; it's a gateway to adventure, creativity, and joyous discovery. It underscored the contrast between the dulling effect of screen time and the vivid, enriching experience provided by engaging with the Toniebox.
We successfully captivated our audience, gaining higher-than-average engagement across all of the content. The main spot garnered 9.1M plays to 100% on Facebook and Instagram. The overall campaign also helped drive $24.6M in retail sales at Walmart and Target stores.
Parents are raising kids at an incredibly difficult technological moment with screen time jumping significantly since 2020. tonies© believes childhood comes to life off-screen.
“Helping bring tonies© into the US market a few years ago was an exciting challenge. We spent a good chunk of that time educating the market on what the product does and how it works. But with growing success in the US and an increase in awareness, we were finally able to explore how to really convey the magic of the product.”
(BRAINS Executive Creative Director)
In a bold move to address the pervasive culture of screen dependency, our campaign strategically positioned eye-catching billboards in direct view of Apple stores. This placement was not just about proximity but about sparking a conversation on the impact of screen time on childhood.
