A Christmas paid media and influencer campaign for Jumbo Group's Funlockets toys
Jumbo Group needed Funlockets to build awareness and brand recall with girls aged 5 to 8 years old
reaching kids in safe, age-appropriate environments during the pre-Christmas window that decides most toy purchases, while also building recall with the mothers who make the final call.
The family truth
A five-year-old's day rarely happens on one screen
A brand chasing their attention in a single place is really only reaching part of her day, and none of the parent's. Reaching them meant building presence across the different, safe spaces where they actually spend their time, not betting everything on one channel.
Don't split budget by channel, split it by role
YouTube and in-app games were built to deliver reach and frequency at scale, Meta boosted the influencer content that already had organic traction, and a curated set of family and lifestyle creators carried the product into trusted, everyday contexts.
Multi-channel paid media plan
A coordinated YouTube, in-app games and Meta strategy, each channel built for a distinct role: reach, frequency or amplification.
Influencer campaign
A curated roster of 7 creators across Instagram, TikTok and YouTube, selected for genuine narrative fit with the product
Full-funnel reporting
Channel-by-channel and creator-by-creator performance tracking against benchmark, used to validate what worked in real time
Famdom can run a multi-channel campaign, paid media and creators, kids and parents, at once, and make every channel outperform what it was benchmarked against, not just deliver on reach.
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