Delivering Mass Reach And Niche Targeting To Drive Retail Sales

To boost sales of the Crazy Cart Shuffle, Razor partnered with Diray Media for a 4-week media test across Linear TV, Streaming, and YouTube. By targeting kids and parents through CTV and gaming channels, we increased retail sales by 59% and expanded Razor’s presence at Walmart.

The Challenge

With the launch of the new Crazy Cart Shuffle, Razor needed to quickly achieve mass awareness and drive sales in an already competitive toy market. The primary focus was to boost retail sales and expand Razor’s presence at Walmart, a key retail partner. Additionally, there was a critical need to increase direct-to-consumer (DTC) and Amazon purchases. Balancing these sales channels required a carefully coordinated strategy to maximize visibility across all platforms and capture consumer interest quickly and effectively.

The Solution

 

Diray executed a comprehensive 4-week media test that included Linear TV for both kids and adults, as well as Streaming and YouTube specifically for kids. The strategy integrated a kids-specific CTV buy to encourage parental co-viewing opportunities, alongside a YouTube campaign on gaming channels to leverage pester-power and drive purchases. These efforts allowed for precise targeting of key audiences—children aged 6-11 and their moms.

By utilizing a combination of :15 and :30 second commercials, the campaign successfully increased retail units and revenue by 59%. This multi-channel approach ensured effective reach and engagement, ultimately boosting both awareness and sales.

The Results