the 2022 proxy marketing summary.
More walkers than talkers.
Let’s take a quick look at most of what we did on marketing across all Nordic markets - and how our campaigns performed.
Disclaimer: The performance data has a small degree of statistical uncertainty. We expect the statistical uncertainty to be around 1-5%..
dino ranch
Focus: Successfully launching Dino Ranch in all Nordic markets.
Digital efforts: World of Dino Ranch campaign on YouTube targeted towards primarily boys age 3-6, and targeted towards parents on Facebook/Instagram.
Digital campaign(s) summary:
Timing: Burst 1: 08.08 - 21.9 / Burst 2: 01.10 - 20.12.
Creative: 30 sec. TVC.
Audience size(s):
Boys (3-6): 444.311
Parents: 882.700
Frequency achieved: 3,5
4.149.038 Imp.
2.014.851 views
12.145 clicks
YouTube/Facebook/Instagram performance:
Coverage rate% (Boys):
Coverage rate% (Parents):
POSM executions.
POSM played a major part of our Dino Ranch marketing strategy. That’s why we went all in to bring the wonderful world of Dino Ranch to the many stores.
A portal, cubes, standees, top signs, dividers, floor stickers, window installations was created and installed with great effect.
cocomelon
Focus: To increase product awareness even more to drive sales in all Nordic markets.
Digital efforts: JJ Doll and overall brand campaigns on YouTube targeted towards primarily kids age 2-5, and targeted towards relevant parents on Facebook/Instagram.
Digital campaign(s) summary:
Timing: Burst 1: 01.10 - 20.12.
Creative: 30 sec. TVC.
Audience size(s):
Kids (2-5): 988.000
Parents: 1.976.000
Frequency achieved: 2,5
3.776.272 Imp.
1.688.899 views
9.045 clicks
YouTube/Facebook/Instagram performance:
Coverage rate% (Kids):
Coverage rate% (Parents):
POSM executions.
As always, POSM is a very important aspect in our marketing execution on Cocomelon.
Besides ensuring awesome looking ‘basic POSM, we also provided fully branded 360 displays.
goo jit zu
Focus: To increase brand and product awareness across all Nordic markets, partly driven by a new ambitious influencer concept.
Digital efforts: Product specific campaigns on the Goo Shifters line towards our primary target audience on YouTube, boys age 4-9, and relevant parents on Facebook/Instagram. In app Goo shifters promotions.
New hero multi-part influencer campaign towards the primary target audience on YouTube.
Digital campaign(s) summary:
Timing(s):
Goo Shifters: 01.10-18.12
Influencers: 01.10 - 24.12
Creative(s): 30 sec. TVC. / Hero influencer content
Audience size(s):
Boys (4-9): 1.013.427
Parents: 2.016.719
Frequency achieved: 4,1
4.871.305 Imp.
3.285.543 views
13.988 clicks
YouTube/Facebook/Instagram performance:
Coverage rate% (Boys):
Coverage rate% (Parents):
POSM executions.
2022 was the year Goo Jit Zu was elevated to next level, when it comes to POSM.
We ensured a proper branding on the fixed sections - and provided various display solutions, like the ones showcased here, but also 360 displays.
The focus was very much on branding and activation - and we delivered on both.
Hero content/creative (DK version). Click on the video below to view an episode from our influencer campaign.
funko
Focus: Increasing brand awareness among unfamiliars individuals, driven by an ambitious branding campaign across all Nordic markets. Also expand the space in stores, driven by best in class POSM.
Digital efforts: Targeting all ‘unfamiliars’ with our hero branding content and following up with more product specific content, to drive sales. We used Google display, YouTube, Instagram, and Facebook as primary advertising platforms.
Managing the existing and growing Funko Nordic community through a various Funko digital touch points.
Digital campaign(s) summary:
Timing: Burst 1: 01.02 - 01.06 / Burst 2: 01.08 - 20.12.
Creative(s): 6 different hero films + a medley film.
Audience size(s):
Unfamiliars: N/A
Frequency achieved: 3
4.399.837 Imp.
3.025.856 views
15.775 clicks
YouTube/Facebook/Instagram performance:
Hero content examples.
Hero content examples.
POSM executions.
POSM is the key to the ‘true’ Funko experience. So, a lot of 2022 was used on pushing the boundaries on what was possible on the Funko in-store executions.
Here’s a few highlights. And we promise… more will come.
We’re not done yet! Keep scrolling!
little live pets
Focus: Increase the brand and product awareness to drive sales across all Nordic markets.
Digital efforts: Influencer hero content targeted towards parents of relevant kids/girls on YouTube, TikTok and Instagram.
Digital campaign(s) summary:
Timing: Burst 1: 01.10 - 20.12.
Creative: Various influencer content
Audience size(s):
Mums: N/A
Frequency achieved: 2,9
YouTube/Tiktok/Instagram performance:
3.149.038 Imp.
146.618.486 seconds viewed
+65% VTR
Influencer hero content example.
Influencer hero content example.
pokémon
Focus: To increase product awareness even more to drive sales in all Nordic markets. Great emphasis on POSM.
Digital efforts: Battle figures campaigns on YouTube targeted towards the primary audience, the kids age 4-9, and relevant parents on Instagram/Facebook. Similar campaign on electric charged Pikachu.
Digital campaign(s) summary:
Timing: Burst 1: 01.10 - 18.12.
Creative(s): 30 sec. TVC. (World of Pokémon / Electric Charged Pikachu).
Audience size(s):
Kids (4-9): 1.813.427
Parents: 3.626.000
Frequency achieved: 3,1
4.301.200 Imp.
3.002.844 views
14.544 clicks
YouTube/Facebook/Instagram performance:
Coverage rate% (Kids):
Coverage rate% (Parents):
POSM executions.
POSM was, and still is, our primary focus on Pokémon. And what a year for Pokémon in regard to in-store executions.
Besides updating the overall look and feel of all our Pokémon POSM elements, we also introduced the activation sections with great success.
Other installments worth mentioning was the various window displays and Comic Con.
treasure x
Focus: Increasing product awareness to drive sales across all Nordic markets..
Digital efforts: Robots and Minecraft spots targeted towards the primary audience, boys age 4-9, on YouTube - and towards relevant parents on Facebook and Instagram.
Digital campaign(s) summary:
Timing: Burst 1: 01.08 - 21.9 / Burst 2: 01.10 - 20.12.
Creative: 30 sec. TVC. (Robots and Minecraft).
Audience size(s):
Boys (4-9): 1.013.427
Parents: 2.016.719
Frequency achieved: 2,9
3.049.243 Imp.
2.317.831 views
10.049 clicks
YouTube/Facebook/Instagram performance:
Coverage rate% (Boys):
Coverage rate% (Parents):
POSM executions.
Great looking basic POSM elements and a 360 display with activation. Wanna know how it works? Click on video.
shimmer n sparkle
Focus: Increase the brand and product awareness in order to increase sales in all Nordic markets - mainly driven by a new influencer concept and POSM.
Digital efforts: The primary target audience was/is the parents/mums to all relevant kids, girls age 5-9. Relevant beauty and mommy influencers was handpicked to showcase the full range on Shimmer N Sparkle on Instagram.
Digital campaign(s) summary:
Timing: Burst 1: 01.09 - 20.12.
Creative: Various influencer content.
Audience size(s):
Parents/mums: N/A
Frequency achieved: 2,2
899.568 Imp.
4.699 clicks
Instagram performance:
hero content examples.
Here’s a few screenshots from our influencer campaign in SE and DK on Instagram.
POSM executions.
A stronger in-store presence was needed on Shimmer N Sparkle, so we took it upon yourself to develop and create POSM that did the brand justice.
spidey
Focus: To increase product awareness even more to drive sales in all Nordic markets.
Digital efforts: Spidey plush spot targeted towards the primary audience, boys age 4-7, on YouTube - and towards parents of relevant kids on Facebook and Instagram.
Digital campaign(s) summary:
Timing: Burst 1: 01.10 - 20.12.
Creative: 30 sec. TVC.
Audience size(s):
Boys (4-7): N/A
Parents: N/A
Frequency achieved: 3,1
1.288.548 Imp.
801.422 views
3.107 clicks
YouTube/Facebook/Instagram performance:
POSM executions.
To increase the in-store presence of Spidey, we decided to develop and create new and eye-catching POSM. This has been a major factor in driving the sales.