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Building Family Traditions

 

Challenge

Turn around a three-year sales slump on an unlicensed, newly introduced product line within a four-week timeframe.

Solution

Have kids and moms agree on a new family tradition by creating a heartfelt holiday activity with a visit to the Build-A-Bear Workshop to choose a new friend year after year. We developed a full 360-degree campaign with everything from in-store to national TV that hit all targets—kids, parents, grandparents and collectors—and drove multi-generational purchases.

Results

  • Increased sales by nine percent, making it Build-A-Bear’s best fourth quarter after three straight years of losses
  • Stock price doubled in value from previous year’s Q4

 

Point-of-Sale

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Social Media

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