Turning Ty Beanies into icons
Ty wasn’t sure how to connect their desire to regain relevance with the growth of their nascent DTC channel. They had nostalgic, ravenous fans and an ability to sell well to parents of small children at retail, but limited success with their DTC site. Ty knew they wanted TikTok content and followers, so we used TikTok as a springboard to develop a more intentional, modern brand and digital strategy designed to motivate consumers to shop Ty.com.
A strong brand idea welcomed more Beanie fans. We opened the aperture on their audience, inviting tweens and teens to embrace the brand and allowing us to create against a strong brand idea to break the routine of forgettable content for content’s sake.
AWARDS
MARCOM PLATINUM WINNER 2022 - Strategic Communications | Marketing/Promotion Campaign | Integrated Marketing
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AVA PLATINUM WINNER 2023 - Digital Marketing | Marketing, Digital | Integrated Marketing Campaign
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MARCOM PLATINUM WINNER 2022 - Strategic Communications | Marketing/Promotion Campaign | Integrated Marketing • AVA PLATINUM WINNER 2023 - Digital Marketing | Marketing, Digital | Integrated Marketing Campaign •
Sonic branding
We developed an audio mnemonic to tag every piece of paid content, leveraging their greatest brand equity, the word “Beanie,” and grounding it in their URL “ty.com.” This made their short, one-syllable name much more audible and truly memorable. Making “Gimme beanie” sound like a y2k pop star song paid homage to Ty’s notorious brand legacy while upping the age target on the consumer.
Six movie trailers inspired fans to cast Beanies in their own content.
We grew their TikTok following from 60K to more that 660K, a +1000% increase in 14 months.
