Toys R Us - Social Planning & Community Management

Toys R Us - Social Planning

Landscape

Toys R Us wanted to establish a social presence for the UK market that would give their customers a reason to engage with the brand in this space.

Our brief was to develop a meaningful Facebook strategy that would take Toys R Us beyond a standard Facebook Fan Page and give a focus for yearlong programme of activity.

To achieve this Roost turned to the British Mummy blogger community to kick off the Toys R Us ‘Toyologists’ programme.

Insights

Mummy bloggers in the UK are growing in number and influence, the more prolific amongst them having huge social reach and influence amongst their online networks within the parenting community.

Through developing a strategy to put toys, fun and the associated family values back at the forefront of the brand's marketing activity we empowered these Mummy Bloggers to drive the activity on behalf of Toys R Us.

With the support of the Toys R Us vendors we were able to deliver a value exchange between the brand and the customer whereby these toys were tested and reviewed by the Toys R Us Toyologists and their findings shared across both their own blogs and the official programme channels, enabling the wider community to engage and benefit from the activity.

Impact

The campaign kicked off with a social led recruitment of 40 influential mums with ‘my life is my children’ social profiles and impressive blogs. They were contacted over the course of a week via tweets, (www.twitter.com/TRUtoyologists) pokes, Facebook messages and comments across relevant blogs and communities.

In the first 3 months of the programme 600 reviews were generated driving over 16,000 Facebook Fans (www.facebook.com/toysrusuk) and an average of 400 entries per competition on the fan page.

Services