Just Play x NeoReach: Promote Product Awareness
Influencer MarketingNeoReach split a four-toy holiday brief into four discrete creator sub-campaigns across Instagram and TikTok, reaching 18.7M accounts with 33 family and mom creators.
About the campaign
Just Play, a toy developer and licensor working with Hasbro, Mattel and The Walt Disney Company, needed to drive holiday purchase consideration for four distinct licensed toys, including Mickey Mouse and Minnie Mouse products, among gift-givers and children aged 5 to 7, without any single product drowning out the others. NeoReach's structural answer addressed the classic licensing problem of promoting multiple products to overlapping audiences: a blended umbrella campaign risked diluting attention during a compressed holiday purchase window, so the agency split the brief into four discrete sub-campaigns, one per toy, each staffed with 7 to 11 dedicated family and mom creators so every product received a focused, coherent message.
In total 33 creators posted product-focused videos across Instagram and TikTok, chosen because family content is where adult gift-givers, the actual purchase decision-makers, already spend their scrolling time. Instagram Story posts were used specifically to embed shoppable links directly inside the video experience, cutting out the detour to a bio link and keeping the path from exposure to product page as short as possible.
NeoReach reports the combined effort reached 18.7 million accounts and generated 17.3 million impressions and 91K engagements across the four sub-campaigns; no click-through, sales or retail data was published, and all figures are agency self-reported.
Case in 60 seconds
Just Play, a toy developer and licensor working with Hasbro, Mattel, and The Walt Disney Company, needed to drive holiday-season purchase consideration for four distinct licensed toys — including Mickey Mouse and Minnie Mouse products — among gift-givers and children aged 5 to 7, without letting any single product overshadow the others.
Running a single blended campaign across four toys risked diluting attention and creating audience overlap, reducing the impact on any individual product during a compressed holiday purchase window, per NeoReach's account of the brief.
NeoReach structured the work as four discrete sub-campaigns — one per toy — each staffed with between 7 and 11 family and mom creators, so that each product received a focused, coherent creator-driven message rather than competing for attention within a shared pool.
Thirty-three family and mom creators posted product-focused videos on Instagram and TikTok, with Instagram Story posts used specifically to embed shoppable links directly within the video experience, reducing friction between content exposure and the product purchase page.
The combined effort reported by NeoReach reached 18.7M accounts, generated 17.3M impressions, and produced 91K engagements across the four sub-campaigns. No independent verification of these figures is available.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok feed video posts with product purchase links
- Instagram Story video posts with embedded shoppable links
- Product-focused video content created by family and mom creators
Partners
- NeoReach (influencer campaign management and talent sourcing)
Participation mechanic
- Creators posted product-focused videos directed at gift-givers and families
- Each sub-campaign was staffed with 7 to 11 creators dedicated to a single toy, per NeoReach
- Audiences directed to product purchase page via in-Story links on Instagram and post links on TikTok
Creator role
- Paid creator — produced and published original video content featuring the assigned toy
- Content producer — sourced and managed by NeoReach from the family and mom creator category
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Accounts reached | 18.7M | Reach | Agency reported |
| Impressions | 17.3M | Impressions | Agency reported |
| Engagements | 91K | Engagement | Agency reported |
Why NeoReach's strategy worked
- 1
Per-product creator segmentation — assigning each of the four toys its own pool of 7 to 11 creators — gave each product a focused message and, according to NeoReach, was intended to reduce audience duplication. When promoting multiple products to a shared audience during a compressed seasonal window, this structure can prevent one product from absorbing disproportionate share of voice.
- 2
Platform format selection affects the length of the conversion path. NeoReach's choice of Instagram Stories over standard feed posts was specifically motivated by the ability to embed a purchase link directly within the video experience, removing the friction of navigating to a bio link.
- 3
Matching creator category to the purchase decision-maker — in this case, family and mom creators for gift-givers of children aged 5 to 7 — aligns the content environment with the audience's existing mode of discovery, reducing the need for creators to establish relevance explicitly.
- 4
Structuring a multi-product brief as discrete sub-campaigns rather than a single campaign can make performance measurement cleaner per product, though the available sources do not publish per-toy breakdowns of reach, impressions, or engagement.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers