From Slow Adoption To High Awareness And Demand

Diray Media helped ZURU’s Bunch O Balloons gain traction with a targeted TV campaign, reaching kids and moms. Within 3 months, all KPIs were surpassed, and a broader rollout using TV, Paid Search, and YouTube followed to boost awareness and sales.

The Challenge


ZURU knew they had a winning product in bunch o balloons because the category had never seen a product like it. Think a massive water balloon fight at the ready in only 10 seconds. Happy parents. Happy kids. Diray’s charge was to determine the best way to gain traction in the marketplace via awareness and sales.

The Solution

Leveraging our extensive knowledge in the kids’ marketplace, we crafted a targeted media list and outreach campaign to expose kids and moms to Bunch O Balloons, testing their innovation through a targeted TV test. Within the first three months, all KPIs were surpassed, confirming the brand’s success as retailers eagerly came knocking. The rollout strategy utilized TV, drive-to-retail tactics, paid search, display advertising, video (YouTube), and retargeting to build ongoing product awareness and encourage trials.

The Results