When we began working with Toybox, demand already existed, but as a high-consideration product, trust and confidence were critical to conversion. Organic social was largely inactive, lifecycle messaging was inconsistent, and paid media was doing most of the work.
This story shows how rebuilding organic social and lifecycle marketing from near zero reshaped the entire marketing system — creating brand warmth, improving efficiency, and enabling paid media to perform more effectively over time.
Brand: Toybox
Agency: Pearmill
Timeframe: February–December 2025
Channels: Organic Social, Email, SMS, Paid Media
Campaign Type: Always-on, Integrated
Toybox operates in a high-consideration category, where interest alone isn’t enough to drive purchase. Customers need reassurance, education, and repeated positive brand interactions before taking action.
At the start of this engagement, organic social had been largely dormant and lifecycle communication lacked a consistent voice or structure. Rather than pushing harder on paid media, we focused on building a stronger foundation — treating organic social and lifecycle marketing as essential infrastructure, not supporting tactics.
By rebuilding these channels as always-on, culture-native touchpoints, we aimed to strengthen brand trust, create continuity across the customer journey, and reduce reliance on paid media to do all the heavy lifting. This approach allowed performance channels to work more efficiently later in the year, supported by a warmer, more informed audience.
Organic content restored familiarity and trust after relative dormancy by showing Toybox in everyday family life. This rebuilt baseline engagement and brand understanding, allowing lifecycle and paid to reinforce an existing story rather than introduce Toybox cold.
Creative focused on everyday usage, real moments, and emotional reassurance — prioritizing familiarity over novelty to normalize the product in-feed.