Toys 'R' Us
Giftness Protection Program
Every year during the holiday season, Toys R Us faces a crisis on social media. Parents and kids are outraged that the retailer is out of stock, that stores are too crowded, and that the experience is bad overall. The complaints are endless.
We changed the conversation. Instead of focusing on presents parents couldn’t get, we helped them hide the presents they had.
Each day, we posted another way for parents to keep their little ones surprised by sending hiding spots, clever decoys, and diversion tactics. Some of the posts were serious, some were just plain silly (to keep parents and kids on their game).
What it is:
Social, Listen & Respond, Film