Hi Lovie judges, this is the case for our client
The big toy catalogue from Bol.com
Bol.com is the Benelux’ biggest online store. With this Toy Catalogue, Bol.com wanted to reinforce their position as the biggest toy store across the three countries. The book combines fun, inspiration and games for kids with extra convenience for parents, by linking the book directly to all the features of the bol.com app. The result? Happy children, stress-free parents and an excellent outcome for bol.com.
Goals & insights
For the littles ones, our goal was to offer fun and inspiration combined with many games, assignments and colouring pages, in order to enhance the magic of the Sinterklaas (Dutch Santa Claus) celebrations. For parents, we wanted to improve the experience of finding the right presents and make purchasing as easy as possible.
Of course, the real Sinterklaas fun starts when the mailman delivers the first toy book. For children, it ignites their wildest dreams and generates a lot of excitement, because which present(s) will you get? For parents, it enables them to relive their own youth, because who didn’t sleep with a toy book under their pillow? They want to do the best they can, because December, when Sinterklaas comes knocking, is a very big day for their kids. That makes the weeks prior to Sinterklaas fun and magical, but also a bit stressful at times. That’s why bol.com wanted to make things more fun for kids and easier for parents.
Budget & results
With targeted distribution of the 3.5 million copies, we gained optimal reach: 85% of households with kids younger than 18 had at least one copy at home. Children could also get their hands on a book at one of the 1.700 chain supermarkets from the mother company Ahold Delhaize. The extensive use of QR codes boosted installation numbers of the bol.com app, making it a top trending app for weeks in a row. In addition to a lot of PR reach, the turnover from toys and games was higher than ever; the market share of bol.com’s toy store rose in Q4 2019 from 28.0% (2018) to 41.2% (2019).
As the toy catalogue was invested by suppliers for a large part the ROI on the campaign was high. By focusing on a qualitative and attractive catalogue and convenience solutions deriving form clear consumer insights no media budget was needed to build 65% of awareness.