Case Study: Zhu Zhu Pets

Cepia, a top toy brand, partnered with BSM Media to introduce its latest product line, The Amazing Zhus Magician Pets, exclusively available at a big box retailer, in time for the holiday season. BSM Media created an integrated plan to drive in-store and e-commerce traffic, as well as create a call-to-action for pre-orders. The campaign included leveraging influential tweens to promote the product over social media, seeding product in classrooms and through local events, surprise and delight marketing, and integration into regional TV segments. Demand for the toys was so high that it was selling out of stores prior to Halloween and buzz continued throughout the holiday season, earning the product line a spot on many Hot Holiday Toy lists.