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Social Media Campaign Builds Brand & Supports Retail


Amloid is a 100-plus-year-old, family-owned toy company known for its high-quality plastic building blocks, sand toys and more. As their portfolio expanded to include more major licenses and several product innovations, marketing support became critical to continued growth and success. They turned to LKPR. The goal: increase awareness of Amloid’s products by engaging Millennial moms around new product launches, and amplify key retail promotions.

LKPR launched a social media awareness and retailer support campaign across Facebook (primary platform), Twitter, Instagram and Pinterest. Monthly content was created to engage and sell. Original imagery was designed with a unique brand look. Licensed product imagery followed Tonka and Crayola approved style guides.

Posts highlighted key retailers, supported sales promotions, and drove directly to online retailers for purchase. During peak holiday season, separate awareness and traffic campaigns were run showcasing retailer exclusives, driving 20K clicks to retailer product pages.


The campaign reached more than 2M Millennial moms and the Facebook page grew by 16x in this key demographic—with limited ad budget.


A PR campaign delivered quality third-party content, which was repurposed as compelling social content. It generated nearly 200M earned media impressions.

Marketing support helped Amloid secure additional licenses and retailer buy-in for future items.

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