Objective:
For the holiday season, Toys“R”Us set out to strengthen its position as the ultimate destination for kids’ gifts. The goal was clear: boost brand awareness, drive sales both online and in stores, and connect with parents and holiday shoppers looking for the perfect presents. With a festive marketing mission in hand, they turned to Pinterest to spread the magic.
Approach:
Toys“R”Us recognised Pinterest as a powerful platform to inspire high-intent shoppers who come to the platform ready to discover and buy. To capitalize on this, they launched a vibrant holiday campaign featuring their "Gifts for Kids" badge prominently across video and standard ad formats. Each ad was tailored to a specific stage of the funnel, from awareness to action, showcasing the season’s must-have "top toys" and "best gifts."
Timing was everything. By kicking off their campaign in October, Toys“R”Us got a jumpstart on the holiday rush, cutting through the noise and staying top-of-mind for early shoppers. Their ads were designed to grab attention and encourage action, driving traffic to both their online store and physical locations.
Results:
The campaign delivered exceptional results, positioning Toys“R”Us as the #1 holiday destination for kids’ gifts. Shoppers didn’t just engage—they took action, saving ads to their Pinterest boards for inspiration and shopping lists like "best gifts" and "easy Christmas gifts."
+6.9-point lift in ad recall compared to baseline.
2x increase in in-store visits.
17% boost in store traffic and strong engagement from high-value shoppers like grandparents and parents.
Pinterest proved to be the perfect platform for Toys“R”Us, enabling them to connect with holiday shoppers who were ready to make a purchase. The seamless integration of eye-catching visuals and curated gift ideas helped turn inspiration into sales, making the holiday season a magical success for the iconic retailer.
By starting early and using a full-funnel strategy, Toys“R”Us not only stood out during the busiest time of the year but also inspired shoppers to take action—whether it was buying online or visiting their local stores. The result? A holiday campaign that delivered big for both the brand and its customers.
Reference:
Pinterest Business, Toys“R”Us Canada Success Story, available at: https://business.pinterest.com/success-stories/toys-r-us-canada/ [Accessed 14 January 2025].
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