communications Case Study
Starting a Conversation with Advertisers About Toy Shopping
The Client's Situation
Our client, an international children’s cable TV network, licensed several of their cartoon characters to a major toy manufacturer. The toys were being sold in several retail outlets and were experiencing differing levels of success.
Phoenix MI used a predominantly mobile approach to find real shoppers in-store who were toy shopping as part of their trip.
Approach + Solution
Potential respondents were identified using a geo-fencing technology and screened for purchase plans. This allowed us to identify a true robust sample of respondents who had genuine and recent interest in toy shopping.
Some of the significant insights gained by the client included store layout and messaging, planned and unplanned purchases, amount spent, use of coupons, and gift giving.