L.O.L. SURPRISE – ENTRY INTO THE GERMAN MARKET

CUSTOMER SINCE: 2017
INDUSTRY: TOYS/ GAMES
TARGET: AWARENESS FOR L.O.L. SURPRISE! GENERATE IN GERMANY

TARGET GROUP: GIRLS FROM 6 TO 9 YEARS OLD
SERVICES: NON-LINEAR MOVING IMAGE / INFLUENCER MARKETING / SOCIAL MEDIA MARKETING / DISPLAY ADVERTISING

Task / Challenge

The collectible toy “L.O.L. Surprise!” will be launched on the German market in summer 2017. The target group consists of users (girls aged 6 to 9) and buyers (parents and gift-givers), who are targeted by the collectible doll, which costs around 13 euros. In addition to the comparatively high-priced collectible product, a low media budget and strong competition (Lego, Hasbro, etc.), the timing of the launch in the pre-Christmas period also proved to be a challenge.

Approach

We have turned the disadvantage into an advantage: The favorable summer months are used to build up reach cost-effectively via TV. The expensive Christmas communication is bypassed, which turns out to be less effective anyway due to the enormous competitive pressure – especially in the toy market. While the competition is dueling for short-term sales at the end of the year, L.O.L. Surprise is already in the relevant set and is taking Christmas sales full throttle.

In addition, the media mix is untypical for the industry. In line with the usage habits of the target groups, a large part of the digital space is being used in addition to TV communication:

Comprehensive brand awareness is created via non-linear moving images on the most important children’s channels.
Influencer marketing reaches the girls into the parental living room and brings the passion for collecting and the expected haptic experience directly home to them.
Via social media and display advertising, brand awareness is expanded and the product is brought closer to the buyer in a context-sensitive way.

Result

Extraordinary ways produce extraordinary results: The collecting fever can no longer be stopped! After only a very short time, L.O.L Surprise! is the most successful product of the year in the Playset Dolls segment. In mid-November 2017, a good three months after the campaign launch, all products are sold out.

But that’s not all, in 2018 the campaign continues with even greater success. By the end of August 2018, L.O.L. Surprise! is the top-selling toy product in the entire country – ahead of Lego, Hasbro, Spin Master and Mattel.

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Case film: Market launch in Germany

In July 2017, the collectible dolls “L.O.L. SURPRISE” will be launched on the German market. The case film provides detailed information on the media measures that made the market launch so successful.

Case image material

In addition to the case film, the accompanying footage also illustrates the campaign rollout for the “L.O.L. Surprise” market launch in Germany (Instagram, YouTube, display advertising).