TY Beanie Babies National Platform Launch: Gimme Beanie
Ty wasn’t sure how to connect their desire to regain relevance with the growth of their nascent DTC channel. They had nostalgic, ravenous fans and an ability to sell well to parents of small children at retail, but limited success with their DTC site. Ty knew they wanted TikTok content and followers, so we used TikTok as a springboard to develop a more intentional, modern brand and digital strategy designed to motivate consumers to shop Ty.com.
To kick off the fun, we made 6 movie trailers to inspire fans to cast Beanies in their own content.
A strong brand idea welcomed more Beanie fans
We opened the aperture on their audience, inviting tweens and teens to embrace the brand and allowing us to create against a strong brand idea to break the routine of forgettable content for content’s sake. We developed sonic branding to tag every piece of paid content, leveraging their greatest brand equity, the word “Beanie,” and grounding it in their URL “ty.com.” This made their short, one-syllable name much more audible and truly memorable.
We grew their TikTok following from 60K to more that 660K, a +1000% increase in 14 months.
Sonic Branding
We developed an audio mnemonic to tag every piece of paid content, leveraging their greatest brand equity, the word “Beanie,” and grounding it in their URL “ty.com.” This made their short, one-syllable name much more audible and truly memorable. Making “Gimme beanie” sound like a y2k pop star song paid homage to Ty’s notorious brand legacy while upping the age target on the consumer.