THE CHALLENGE
NSI aimed to break through a highly competitive market where competitor products were synonymous with the category. The brand sought to generate significant awareness for its new Siren Blasters toy, driving sales while capturing the attention of key consumer groups familiar with competing brands. NSI tapped BENlabs to overcome the challenge and differentiate its Siren Blasters toy from the competition with an innovative, data-driven strategy.
THE APPROACH
BENlabs employed its proprietary audience mapping tools to precisely identify key audience segments to target, analyzing competitors and the broader Blasters toy community to better understand the current audience landscape and the type of content that resonated most with them. BENlabs identified three primary audience groups: “Gaming Enthusiasts & Tech Savvy Consumers,” “Pop Culture Enthusiasts,” and “Family-Focused Lifestyle Enthusiasts” enlisting relevant creators within each category to promote NSI’s Siren Blaster toy.
A standout aspect of the campaign involved activating YouTuber WalcomS7 from the “Gaming Enthusiasts & Tech Savvy Consumers” audience segment during pre-sale week. Despite being the only creator to go-live, WalcomS7 drove significant pre-sales, creating a “Halo Effect” that extended the campaign’s impact across other platforms. By engaging his highly active audience, WalcomS7’s single post was able to drive a significant return on ad spend. The results highlight how a well-targeted strategy can generate significant sales while expanding brand awareness across platforms.
The Results
Return on Ad Spend
Conversions Attributed to the “Halo Effect”
Click Through Rate
