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Mattel

The best gift and a great challenge:
Crafting content at scale

Solutions: Business Intelligence + Planning + Medios + Growth
Region: LATAM

A NEW CHALLENGE

In 2021, we transformed our media segmentation for Mattel brands to target even more specific audiences—such as Gift Givers, Girl’s parents, Infants, etc. Considering Mattel is present in all LATAM, has multiple brands and more than two thousand products participating across seasonalities and retailers, we needed a conversion strategy that could keep content and our team sharp and flowing.

 

A VERY SPECIFIC CAMPAIGN

With a wide range of channels and assets from video link ads, to collections, dynamic ads and Influencer contents, we generated the umbrella concept “El mejor regalo” (The Best Gift) to guide all our communication for the highest sales season for the region that includes Buen Fin, Holidays and major dates like children’s day.

 

A TAILOR MADE PROCESS FOCUSED ON REAL TIME OPTIMIZATION

First, we designed a process that prioritized the generation of masters that integrated lifestyle and product messages and were simple enough to be adapted across our funnel down to performance formats which require simplicity and very little information. Retargeting audiences and contents were also created with even more detail to prevent duplicated audiences. Reporting was key in achieving real-time insights through a dashboard and constant analysis together with a deeper breakdown of the campaign that triggered constant local and regional learnings. Lastly a series of way-of-work and performance best practices were documented to keep generating high results and keep testing new hypotheses during 2022.

 

Results

  • We evolved from brand segmentation to advanced audience segmentation for Mattel in full LATAM.
    In 6 months, KTBO optimized better performing content volume and production times to drive more sales.
    We generated best practices through real-time reporting and agile execution.