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 the social platform as a springboard to develop a more intentional, modern brand. We built a digital strategy designed to engage TikTok users and motivate consumers to shop Ty.com.

We opened the aperture on their audience, inviting tweens and teens to embrace the brand. We created new content against a strong brand idea:

Every new piece of content would be tagged with an audio signature that leveraged their greatest brand equity: the word “Beanie.” Each piece was grounded content in their URL “ty.com,” making their short, one-syllable name much more audible and truly memorable.

We put these adorable toys in 6 ambitious films under the handle “ty gimme beanie studios” with human hands “playing” with the toys. In reality, the toys stole the show as our notorious, starring cast. We built a world of iconic Beanies and the fictional lives they live beyond toydom, making them stars and poking fun at celebrity ridiculousness at the same time.

We engaged 50 influencers to make content with Beanies. The new content drew over 2.6 million completed views and over 3,600 hours of view time throughout the duration of the campaign…the equivalent to 300 seasons of Friends.