How a global media network planned two toy launches on live family evidence.
A global media network was building fall and holiday plans for two toy-brand clients. It needed more than adult-centric tools could give, so it used TIF to map how kids and families engage with toys, media and the parents behind every purchase.
Planning for kids with adult-centric tools
The network was shaping fall and holiday plans for two toy-brand clients, but the planning tools in front of it were built for adults. They said little about how children actually engage with toys and related media, or how much sway kids hold over what lands in the basket.
To brief the work with confidence, the team needed a current, youth-first read on the audience and the parents around them, not last year's assumptions.
A youth-first read on toys, media and parents
Using TIF data, the network mapped how children and families engage with toys and related media, from YouTube and influencer content to the parental influence and brand trust behind each purchase.
It went deeper on the buyers too, with an in-depth analysis of Gen Z and Millennial parents, exploring brand perceptions, quality drivers and online versus offline shopping preferences, with a specific focus on the learning-toy brand.
Two plans briefed on live evidence
The insight fed directly into the network's fall and holiday planning for both brands, turning broad category assumptions into a clear picture of how families think about toy purchase decisions.
With independent, current evidence behind the plan, the team could make more informed strategic calls, and show its clients the thinking behind every recommendation.
An agency’s advantage used to be knowing the media. Now it is knowing the audience better than the client does — and being able to show where that knowledge came from.
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