MGA's Miniverse

The objective

Launching a new product to market

MGA Entertainment is a popular toy manufacturing company known for its iconic products such as Bratz, Little Tikes, and L.O.L Surprise. When MGA launched its new product line, MGA's Miniverse™ Make It Mini™ Food, the brand turned to TikTok to create a strategy that would drive mass awareness and sales.

The solution

Maximizing awareness with In-Feed Ads

To maximize reach for the launch of their new product line, MGA implemented an efficiency framework driven by product bundling. To begin, they created Auction In-Feed Video Ads, optimized with a video view objective that increased awareness and consideration by delivering ads to users who are most likely to actively engage. Additionally, MGA ran both first-party and third-party Brand Lift Studies to capture the incremental impact of the campaign, allowing the brand to create their own measurement benchmarks, and optimize for efficiencies.

In terms of content, MGA worked in collaboration with QYou to create TikTok-first, ASMR-style videos that showcased the process of making mini food collectibles and the element of surprise in each package. This content strategy highlighted the product's unique creative product experience, aligning with the brand's goal to showcase their creative, DIY, one-of-a-kind collectibles to the TikTok audience. Regarding the audience, the message was crafted to pique the interest of "Kid-ults" and anyone fascinated by the idea of making and displaying all things mini.

The results

Mini products, mega success

MGA leveraged TikTok's innovative ad solutions to launch its mini food collectibles to a broad and engaged audience, achieving record-breaking results.

The campaign successfully drove consumer awareness and consideration with 139M impressions, 119% increase in brand recall, and a 54% increase in engagement rate.

As the first mini collectible brand to accelerate on TikTok, MGA's Miniverse is setting the industry standard. Inspired by the success of this campaign, the brand will continue to invest in TikTok's ad offerings and has plans to continue leveraging product bundling in the future.