This case study describes an integrated digital campaign run on Mykidstime.ie for The Dublin Toy Fair.

The Dublin Toy Fair was a 5 day fair at the RDS from November 27^th – December 1^st 2013.  They wanted to promote the event to families and chose a national event package with Mykidstime.

How The Campaign Was Run

Mykidstime.ie ran a three phase campaign using a combination of competition, social media, ezines and content. The 1^st phase objective was to raise awareness of the Dublin Toy Fair website through a competition from October 10^th – 17^th.

This 1st phase of the campaign included:

• Top spot on October Ezines
• Competition blog post which included a Like Facebook Page pre-requisite and visit the website to answer the question – this increased both likes to the Dublin Toy Fair Facebook page and also visits to the Dublin Toy Fair website in order to answer the question.
• Social Media posts (Facebook & Twitter) in order to drive entries to the competition.

The 2^nd phase (October 17^th – 31^st 2013) objective was to raise awareness of the early bird ticket booking.  This phase included:

• Home page slider banner on Mykidstime.ie
• Featured Event Listing in our Events Directory
• Social Media posts (Facebook & Twitter) to highlight early bird tickets & to promote the Santa Experience at the Dublin Toy Fair.

The 3^rd and final phase objective was to continue raising awareness of the Dublin Toy Fair and also the Santa Experience at the event. This phase included:

• Home page slider banner on Mykidstime.ie
• Ad box on November Ezines
• Social Media posts (Facebook & Twitter)
• Featured Event Listing
• Sponsorship of “21 Things Parents Hate about Christmas” Blog Post, created by Mykidstime and branded for the Dublin Toy Fair

Campaign Results

The Dublin Toy Fair campaign proved to be very popular with parents:

• Competition page views in the 1^st phase were 3,042. The competition itself had 489 entries, an entry rate of 16.1%.
• Home Page Slider Banner on Mykidstime.ie had 113,997 views
• Sponsorship of the October ezine reached 20,913 subscribers and achieved a 5% click rate on the top spot.
• Social Media reach for the duration of the whole campaign was 75,094 with 6,518 engaged users.
• Dublin Toy Fair Blog Post [21 Things…] had 1,678 views with their Featured Event Listing achieving 368 views (294 unique views).

What The Customer Said

“I engaged the team at MyKidsTime on behalf of our client, Dublin Toy Fair, to help promote the event website and Facebook page, and to add weight to the overall digital marketing campaign.

I have to say the results far outweighed our expectations as promotion on MyKidsTime yielded significant targeted traffic and substantially increased the following across all our client’s digital assets.  As well as this the MyKidsTime team were extremely helpful and creative in tailoring the message and promotion to their audience, which really helped garner attention.

I would have no hesitation in utilizing their extensive reach and loyalty in any future campaigns that are positioned for this customer profile” Alan Boyd, Ikolo

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