Working Together to Drive Consideration with tonies®

Background

Propel and tonies® embarked on a collaborative journey in June 2023, with Propel consulting the tonie®s team, to support the goal of driving consideration in the 3-month run-up to Black Friday and maximise sales performance. Our project objectives were to identify key audience segments to target via YouTube, driving ad recall and consideration during the 3-month Consideration phase, and driving users to the site before Black Friday. The partnership lasted for 4 months, during which several key milestones were achieved.

Key Challenge(s)

In the UK, the Toniebox is comparatively higher price point than other well-loved toys. As a new brand, it is moderately well known but it takes 3 months to make a purchase decision for tonies®. The high price and new concept of the Toniebox means high consideration is required, during which time we need to ensure we are persuading customers that the Toniebox is worth it. To support the lengthy consideration period and capitalise on the most persuasive statements about why parents love the Toniebox, Propel was employed to work in partnership with the tonies® team to establish & execute a YouTube advertising plan. Our brief was to drive Consideration in the UK market ahead of tonies®’ most important buying moment – Black Friday.

How we helped solve the challenge

The consultative partnership between Propel and tonies® resulted in consideration uplift for tonies® key target audience in the months before Black Friday. tonies®’ YouTube presence was boosted, and brand consideration improved, culminating in high number of sales during the Black Friday weekend. Throughout the project, Propel provided tonies® with regular progress reports, outlining the steps taken to achieve project objectives and milestones, fostering transparency and accountability.