This case study looks back at an integrated digital marketing campaign run on MyKidsTime for the Dublin Toy Fair, a family event held over five days at the RDS from 27th November to 1st December. The organisers chose a national event package with MyKidsTime to promote the fair to families across Ireland.
How The Campaign Was Run
MyKidsTime ran a three-phase campaign combining a competition, social media, ezine promotion and branded content.
Phase 1 focused on raising awareness of the Dublin Toy Fair website through a competition. This phase included:
- Top spot placement in the MyKidsTime ezine
- A competition blog post that required entrants to like the Dublin Toy Fair Facebook page and visit the website to answer a question, boosting both Facebook likes and website visits
- Social media posts on Facebook and Twitter to drive competition entries
Phase 2 shifted the focus to early bird ticket bookings. This phase included:
- A home page slider banner on MyKidsTime
- A featured event listing in the MyKidsTime Events Directory
- Social media posts highlighting early bird tickets and the Santa Experience at the Dublin Toy Fair
Phase 3, the final stage, continued building awareness of the fair and the Santa Experience. This phase included:
- A home page slider banner on MyKidsTime
- An ad placement in the November ezine
- Social media posts on Facebook and Twitter
- A featured event listing
- Sponsorship of a MyKidsTime blog post, “21 Things Parents Hate about Christmas,” branded for the Dublin Toy Fair
Campaign Results
The Dublin Toy Fair campaign proved popular with parents:
- Competition page views in phase 1 reached 3,042, with 489 entries — an entry rate of 16.1%
- The home page slider banner on MyKidsTime received 113,997 views
- Sponsorship of the October ezine reached 20,913 subscribers, with a 5% click rate on the top spot
- Social media reach across the full campaign was 75,094, with 6,518 engaged users
- The “21 Things…” blog post achieved 1,678 views, and the featured event listing achieved 368 views (294 unique)
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. The MyKidsTime team were also extremely helpful and creative in tailoring the message and promotion to their audience, which really helped garner attention.
I would have no hesitation in utilising their extensive reach and loyalty in any future campaigns positioned for this customer profile.”
Alan Boyd, Ikolo
Interested In Similar Results?
Would you like to achieve strong results for your own event marketing spend? Contact us today and we can help you reach parents in an engaging, effective way.
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