A household name in Europe and the US, kids’ audio device Tonies needed a social strategy to enter the Australian and New Zealand market to drive awareness, proof and demand.
A unified comms and social strategy was developed to tap into emotional nostalgia, showcase real-life benefits and leverage parent and educator recommendations, in a category where word-of-mouth and advocacy was essential.
A key pillar was UGC-driven storytelling, where we activated early adopters who had discovered the brand overseas to become launch ambassadors, partnered with 150+ content creators to showcase Tonies in action and captured in-store events to further fuel brand excitement, generating a consistent stream of UGC content.
@louisdavis_ Toniebox Magic, not all treats need to be sweet this Easter!
♬ original sound - Louis
@tonies_anz As a psychology graduate specialising in developmental psychology, @Booka Nile knows the importance of screen-free play for healthy child development. That's why we're thrilled to see the Toniebox has become a game-changer in her household. It keeps her son engaged, supports his listening skills, and most importantly, keeps him entertained while she cooks dinner without a meltdown! ✨ Discover why Booka, and many others, are loving the Toniebox. Now available in Australia and New Zealand! 🙌❤️ #ToniesANZ #ScreenFreeFun #ParentingHacks #ChildDevelopment #Toniebox ♬ original sound - tonies_anz
@iam.mrluke One little box, countless big adventures! Say hello to the Toniebox from @tonies_anz — your new best friend for screen-free stories and music. Perfect for little legends, parents, and teachers alike! Ready to spark some imagination? #toniebox #toniesanz #screenfree #kidsaudio ♬ original sound - Luke
We quickly built a highly engaged community and surpassed sales performance compared to all other markets in their first 6 months.
@with.lucy.rose Do this before you buy the @tonies_anz box for xmas! #toniebox #tonies #bigw #perthmum ♬ original sound - with.lucy.rose
@iamlexmusic We try to keep it screen-free with Alessandra, so our @tonies_anz has been the best thing to keep her entertained 🤗🎶 #gifted #giftedcollab #toniebox #tonies #motherhood #mumhack ♬ original sound - LEX
@aims.lc If you know your child is going to get plenty of chockies why not try a little gift (that’s also helpful for the holidays!?) @tonies_anz #tonies #toniebox #toniesANZ #easterwithtonies #toniesmoments #ad ♬ Fun, cute, YouTube, CM(1070783) - Darian
Credits: Freelance Consultant for 303, working alongside Jonathan Bates at 303 and Stephanie Ryan, freelance PR consultant
Clients: Tonies: Uli Becker
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