Toys”R”Us
Integrated Brand Strategy & Execution: “Play Lab” & “Hot, New & Exclusive”
I spearheaded the creative strategy and end-to-end execution for two major integrated brand initiatives—Play Lab and Hot, New & Exclusive Toys—to solidify the ‘Today We Play’ brand positioning. By transitioning from static assets to high-energy, authentic video content, I led a cross-functional team in developing a comprehensive campaign style guide and directing all photo and art production.
To maximize efficiency, I implemented a ‘capture once, use many’ content model, filming long-form hero videos of kids interacting with toys in-store and repurposing the footage across all digital platforms. This strategic shift drove a 66% higher ad-recall rate over benchmarks and generated +$2.6MM in incremental sales across 42 test locations within just two months.”
